In an effort to share some thoughts about our profession we asked our team at PRIME a few questions about marketing and design and collected their answers. Our team ranges from experts on marketing strategy to graphic designers, so each answer is different. We thought this would be an interesting way to share different perspectives on a variety of topics.
These are the responses.
question: what is a marketing campaign that stands out in your mind?
JASON JOHNSON ANSWERS:
- The first “the most interesting man alive” for Dos Equis. Stay Thirsty gets stuck in your head.
- NIKE’s Jordan/Mars Blackmon series of commercials. Spike Lee and the Glasses.
- Fed Ex - they have done an awesome job of mixing up the messages throughout the years and incorporating smart humor.
GREGG ALEXANDER ANSWERS:
I’ve always been a big fan of REI’s Opt Outside campaign. First off, it is promoting an alternative to Black Friday Shopping by encouraging people to go spend time outdoors. Second, it encourages a healthy lifestyle and connecting with nature, something we all enjoy here in Bozeman. And third, it is not pushy about selling products at REI and that may be the best thing about it. This campaign resonates with people who are passionate about the outdoors and it helps strengthen REI’s brand by speaking to these outdoor enthusiasts who value experience over materialism. However, an important piece of enjoying an outdoor experience is having the proper gear to participate in an activity, which you can find at REI. You can’t exactly go skiing or rock climbing unless you have the equipment. So yes REI believes in outdoor recreation and wants to connect with people who enjoy outdoor recreation, and just in case you need some gear, REI has you covered. So #optoutside!
BEN FJARE ANSWERS:
In the early 2000's I thought the Coke Zero campaign was pretty awesome where they tried to sue themselves.
LENA HAINES ANSWERS:
This might seem dumb and it's not even a campaign, but those damn unicorn frappes from Starbucks. They identified a trending opportunity (#unicorns), made a very Instagrammable product and got everyone to talk about their brand on social media for days. It was smart that they did it for only a limited time which made for a large demand in a small window. And you know everyone with an instagram or snapchat, captured themselves trying a unicorn frappuccino. It's the same with the red cups, a completely ingenious marketing ploy that got people to talk about starbucks for weeks. Even if people were pissed about the cups you know they were still drinking their double dairy-free mocha frappuccino.
ALEXA AUDET ANSWERS:
The Pepsi commercial with Kendall Jenner - too soon? But seriously, Pepsi's campaigns stick out in my mind, not because I like Pepsi, I am more of a Coke kind of gal, but because they had always used awesome celebrities and great music. Who can forget Britney Spears' Joy of Pepsi commercial way back in the late 90s-early 2000s during the great Pepsi and Coca-Cola feud. Needless to say the masses rallied behind Britney and her beloved Pepsi and since then, Pepsi has come up with some pretty kick-ass campaigns. My favorite Pepsi commercial of all time has to be when Pink, Beyoncé and Britney throw down to We Will Rock You in the Colosseum. Check it out!
SHANE NIEDERKLEIN ANSWERS:
REI's opt-outside... perfect marketing campaign for them. Not having their store open on the busiest purchasing day of the year might be dumb, but it makes sense for them cause it's telling a story, and more than just selling outdoor gear... they are selling a lifestyle.
JUSTIN BROWN ANSWERS:
Dollar Shave Club is the marketing campaign that stands out most in my mind. They were able to break the mold of a typical commercial by using a thick layer of sarcasm while talking straight to their potential customers. Dollar Shave Club's YouTube channel now gets a bunch of traffic from those original commercials.
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