DODGE VIPER SRT vs. COBRA HELICOPTER
So I’m flipping through the channels, enjoying my time off from work, and I see ‘Top Gear’ listed on the DirecTV channel guide. I’ve heard about it but really, most car shows are over my head and bore me. Usually its guys talking about torgue ratios, gear ratios and more engine stats than I want to know. But then the description catches my eye, “Dodge Viper SRT vs. Cobra helicopter.” Can I really watch a Dodge Viper race a helicopter!!! In a word: SWEEEEEEET!
So I click over and the first thing I see is 3 guys showing off 3 different Lamborghinis. They demo each car, show how fast they are, talk about how much they cost and other very top-level (non car geek info) stats about the car. (i.e. These things go 0-to-60 in 3.4 seconds). Holy cow! They get into a discussion about which one is fastest. So, naturally, the next thing they do is RACE THEM.
By this time I’m hooked. I even missed the car vs. helicopter stunt but who cares this is a bad ass show! I may even go ‘Like’ the show on Top Gear’s Facebook page.
My point is that because the producers (or network) wrote a killer headline, who wouldn’t want to watch a sports car race a helicopter, I tuned in and sampled their brand/show. And, as a marketer, that’s all you can ask for — a consumer to sample your brand. After that it’s up to the product to deliver on whatever promise the marketing guys made.
The bonus here is that the brand/show actually delivered on it’s promise to me, the consumer. The headline said I would see something really cool that I had never seen before. And I did.
Keep that in mind when writing headlines for your blogs, print ads, radio spots, TV spots or any other marketing materials. Be sensational. Find the most sensational (truthful) point of what you are selling or writing about and use that to draw in customers.
Oh and in the next episode they raced two skiers down a mountain in a Mitsubishi Evo. 🙂 The car won.
It’s time once again for the Great American Race, the Daytona 500!!
If you have a consumer product aimed at Men 25-54 Nascar is the place to be.
This half of your advertising is working. It’s almost guaranteed!
Nascar was made for corporate sponsorship. Unlike most other major sports without corporate sponsorship Nascar would NOT be possible. The fans love it, the drivers love it and the sponsors love it.
The fan base is some of the MOST BRAND LOYAL fans on the planet! They love their favorite drivers and everything that driver represents. Chevy vs. Ford. Coke vs. Pepsi. And everything in between.
Jeff Gordon = Chevy, Pepsi, DuPont Paint
Dale Jr. = Chevy, Coke, Budweiser (still), Amp energy drink
Jimmie Johnson = Chevy, Lowe’s
Tony Stewart = Chevy, Home Depot (still)
Bill Elliott = Ford, McDonald’s (still), Motorcraft
It’s some of the most expensive advertising you’ll ever do but done correctly it can also be the most effective ever. Each race is a 3 hour product placement commercial. Plus, all the sweepstakes, spot advertising and driver interaction makes it a 360 degree campaign sure to sell some product.
Now back to the race!
I just got home from the grocery story. While walking through the aisles I came across a display of Michelob Ultra beer. There was a hang tang around each of the 6-packs.
The headline was SAVE $50.
I stopped to find out how Michelob was gonna save ME money. Up to now beer has only cost me money. Well that and a few girlfriends and a lot of money on Tylenol.
It turned out that Michelob Ultra is offering to help pay your gym membership. Keeping with their branding that Ultra beer is better for you (health-wise) than other light beers like Coors Light, Bud Light, etc. Michelob has launched a new campaign to sell some beer by helping to keep you healthy.
Good job Michelob guys and gals!
Ok, so I got this in my email inbox today. Yes, it’s my birthday. Not the point.
What’s missing from this email? Wait for it…
How about a FREE Coke or some FREE Coke Rewards points or maybe a t-shirt from a Coke Nascar driver for my birthday.
What would that have cost the largest beverage producer on the planet? Next to nothing I imagine. Plus, so many of these go unredeemed. It’s the thought that counts though. The fact that they would offer something for FREE would have bumped them up a notch with me. I’m a Dr. Pepper guy normally. But how easy would it have been to invite me to re-engage the Coke website or try a new product they are rolling out. Don’t they always seem to have a new product coming out?
Anything but a very generic Happy Birthday. I got 50 of those on Facebook today and a bunch more in my inbox.
The point is that I think they missed a huge opportunity to easily and inexpensively bring me further into the Coke family.