The television ads in particular are striking. There are a series of faces that scroll across your screen, some immediately recognizable, others less so, and all simply staring towards you as a Lil Wayne voiceover tells us what "G" is:
- The emblem of a warrior
- The swagger of an athlete
- A champion AND a dynasty
- Gifted
- Golden
- Genuine
- Glorious
- A lower case god
- The greatest of all time.
- The heart hustle and soul of the game
I had no idea what these were commercials for when they first starting airing at the beginning of this year but I Googled it and found out it was a campaign for PepsiCo's Gatorade brand.
I wondered if this was an effective way to start a campaign so I checked Google Trends and found that one of the most searched terms was "what is G? commercial" so other people are obviously doing the same search that I am.
Now they are on to the next phase of their "G" marketing campaign, with commercials called "Mission G" which are based on the Monty Python movie "The Holy Grail."
I wonder, is this 30 year old movie too obscure for their target market? Are the commercials too weird?
IT was a very interesting observation you made, and i would like to share a similar experience I had. Thailand is where i was born and grew up, I remembered one summer when i was about 15 yo, there was a letter "D" everywhere, on the roof top of a house, behind the TOOK TOOK ( 3 wheels taxi), and even on the highway billboard ( letter D?) there were almost every corner of Bangkok. TO keep the story short, it turned out to be a marketing campaign of a new cell phone company form Europe called "Dtac" now it's the 2 largest cell phone provider in Thailand. If you check on wikipedia and you will see what i mean..IT kept people guessing about the letter "D " for more than 4 months before it started to come out.
ReplyDeleteI guess the question is:
ReplyDeleteHow does one determine the proper level of "buzz" to try and generate before releasing the full advertising campaign?
If you go too short, there is no anticipation.
If you go too long, no one cares anymore.
Can anyone think of other examples of this?