Get your audience to market for you! A how-to guide.
Why throw your money away forcing people to watch your ads?
Why spend tons of money on things people can’t wait to ignore?
There’s an alternative. It’s this :
Create experiences that are so irresistible that people can’t wait to visit them and SHARE them.
Here’s how we did it with Orlando Utilities Commission. They wanted to see their marketing dollars go farther. They wanted to engage their customers in a way that built an unforgettable relationship. They wanted to create something that added value to their audience. And the audience responded.
First, we concepted something around the brand values.
OUC is all about energy — specifically saving it and using it efficiently. So, we took 200, low power lightbulbs and built a beautiful sculpture. Then we put that sculpture in two public parks for a month.
Next, we told the public about it, and they responded in droves.
Individuals, artists, families, friends, passersby… thousands of people stopped and shared photos and videos from the sculptures.
This ensured that the investment in this experience went way farther than putting the same amount of money into forcing people to watch video preroll ads. Not only that, these organic shares were word of mouth — that carries a exponential value over a traditional ad.
Naturally, these photos started dominating social platforms.
For months, images created in these public places dominate the instagram pages for the locations. Even A YEAR LATER, these images still dominate the instagram location pages for these places.
Then, the press took note, which garnered a ton of earned media!
It wasn’t because of an extensive paid PR campaign. We didn’t have to convince the media to cover it. We just created something, the public took notice, and the press followed.
Now, we’re working to take it to the next level together!
So, after a successful year, OUC was ready to take it to the next level. This OUC Lights v2 is currently in production and will debut in September 2019.
Bottom line — you have options when it comes to how you spend your marketing dollars. You can roll the dice and try to create some ad people might watch for three seconds. OR
You can make your marketing dollars truly work by creating an irresistible experience that audiences can’t wait to visit and share.
What do you say? Let’s make something awesome together!!
