"One of the greatest tests of a marketing campaign? Its ability to linger in the collective consciousness. This year, several brands have already stood out for their smart strategies to reach customers and stay on their minds. Unhinged is still in vogue, but so is long-form content, and even a bit of sincerity. Brands are also embracing college campuses as a growth engine."
"Astronomer, a once-obscure technology company, went viral for all the wrong reasons when its then-CEO got caught on the jumbotron at a Coldplay concert embracing a woman who was not his wife. She was the company's chief people officer. The clip was inescapable, inspiring an endless feed of jokes. The two executives resigned. Still, Astronomer made the most of its newfound infamy and proved being able to laugh at yourself can pay dividends."
"Duolingo, the paragon of stunt marketing, upped its game. In February, the language learning app announced that its green owl mascot, the viral face of the brand, was dead. The next day, the company released a video of the owl being hit by a Tesla Cybertruck, asking for leads. The scripted saga, which included a funeral procession and eventual resurrection thanks to users completing their daily language lessons, racked up more than 120 million views on TikTok"
Several brands stood out for memorable, attention-grabbing campaigns that prioritized virality, humor, and unconventional tactics. Astronomer turned a corporate scandal into publicity by hiring Gwenyth Paltrow as a "very temporary" spokesperson, producing a video that garnered significant views. Duolingo staged the dramatic death and resurrection of its green owl mascot, culminating in a scripted saga that attracted over 120 million TikTok views. Campaign trends included unhinged stunts, long-form content, moments of sincerity, and targeted activations on college campuses. Brands used self-aware humor and theatrical storytelling to remain in consumers' minds and drive user engagement.
Read at Inc
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