Historically, marketers have enjoyed Valentine’s Day even more than customers do because, as we all know, nothing promotes impulse purchases like social pressure. Love for the money? That is the aim. But in recent years, marketing romance has grown incredibly difficult.
It turns out that Valentine’s Day divides people, even those who celebrate it. Since early childhood, when the annual distribution of candy and greeting cards would determine how well-liked each child was, we have been conditioned to both look forward to and fear it. (If it isn’t already standard practise for all children to receive the identical presents, it sure as hell ought to be.)
Guerrilla Marketing by Coca-Cola:
This Valentine’s Day, Coca- Colas worldwide Happiness campaign made a stop at one of Istanbul’s major shopping malls.
The customised coke vending machine included hidden cameras, was remotely controlled, and was created just for couples. However, in order for it to operate, people would have to pretend to be a couple by sneaking a kiss or hugging.
The experience was built by the Instabul agency C-Section.
This is an excellent illustration of a business embracing Valentine’s Day, and it is precisely the type of creative, out-of-the-box experiential marketing campaign for which Coke has grown to be known. Despite the potential for offending thirsty singles, this is smart, individualised marketing that makes the participants and their extended networks feel good.
Unique vending machines are gaining popularity as a powerful means of brand marketing.
So, how are you planning to implement Guerrilla Marketing in your business?