In the last several years, more and more brands have begun to develop integrated traditional and digital marketing campaigns. Successful integrated campaigns reach not only a variety of target audiences for the brand, but also provide the opportunity to extend reach and provide an interactive experience for consumers. Take, for example, the campaigns from Old Spice and Budweiser below.
Old Spice: “The Man Your Man Could Smell Like”
- TV spots
- Social media marketing – repost ads; customized responses
What we can learn from this campaign:
When your TV spots are a hit, turn to social media to expand the brand story. Old Spice and its agency recognized the overwhelming response to the TV spots and created a brand story by developing an integrated social media program.
Budweiser: BudUnited Campaign during the 2010 World Cup
- Mobile SMS text message campaign to select official Man of the Match
- Social media marketing – BudUnited
App: Paint Your Face – allowed fans to “paint” their Facebook face (photo) the color of their favorite team and then use it as their profile picture - Traditional media: television, print, outdoor signage
What we can learn from this campaign:
Get consumers involved in all aspects of a campaign. From Budweiser’s interactive website and online reality series to traditional media driving fans to the Budweiser website, their focus was on the consumer experience tied to the 2010 World Cup. Budweiser offered fans around the world, whether they were at the game or at home, the experience to feel like part of the World Cup.
Integrated marketing campaigns provide a great brand story. It’s not only about consistent messaging through multiple channels, but engaging with your audience by providing a total brand message and delivering that message in the best way possible using the capabilities of each media platform — traditional or digital.