The smartest advertising strategy ever
To lick the beauty of the most chilling marketing strategy in the history of marketing you need only to understand one thing:
Let’s say in Kenya we have our sport. And the sport is, for example, rugby and it’s huge and at one day in a year, we have a rugby tournament on which everything stops with every TV to social media and every Kenyan focusing on following the rugby tournament. Or let’s say Prophet Awour organizes only one repentant crusade in a year. And now imagine that 75% of Kenyans are fanatical members of the repentance ministry. The crusade is held in Kasarani on let’s say 6th July. How big would the attendance be? But more important how many would watch the mighty on TV?
What is described above is the American Super Bowl.
American Super bowl is the only event that attracts over 100 million TV Watchers in America. The lowest number was 98 million in 2018-I think. And because of the numbers Advertisers obviously, fight for a spot to advertise during the game. The adverts go for over a million dollars (kES 100 Million) per 30-second spot
And that brings us to our TBT.
In 2015 Mercedes-Benz Lexus, Nissan, Fiat, Toyota, and Kia all booked a sport to advertise during the game at a total cost of 60 million dollars. That is equivalent to KES 6 billion. But one motor company did not bother to book a sport.
The missing motor company was the Swedish company Volvo. Instead, Volvo pulled a thug move. It let out word it would be giving a brand new Volvo during the game.
And to win the car all you had to do was tweet the name of the loved one on the hash tag #volvocontest. For example “For my mom for being so awesome #Volvocontest”. The loved one stood a chance to win the brand new Volvo.
But that was not the brilliant rogue move.
The guerilla marketing tactic was here:
See how the whole thing worked is during Super bowl every time, for example, a Mercedes advert came on, for chance to win you tweeted the hashtag#volvocontest. And the same for every other car with an advert on during the game.
In simple the company made other companies money spent on super bowl ads function as a Volvo ad.
The idea was to shift the viewer’s focus from the car commercial on the TV to tweeting about Volvo instead.
And the word spread like chicken pox at a Day Care.
2000 tweets per minute
Did it work?
The social conversation shifted completely and up to 2,000 #VolvoContest-tweets per minute were sent every time other car manufacturers’ commercials aired. In total, over 55,000 tweets were sent. While other car brands got their 30-second spots in the limelight; Volvo was top of mind the entire game. Oh, and the hashtag became a worldwide trending topic on Twitter.
This was an amazing tactic as what this did was cause viewers to only recognize there was a car commercial and immediately think and engage with Volvo. This allowed them to have a greater presence during the game, as their slot wasn’t limited to a typical 30-second ad.
Volvo media worth of two Milion dollars
Volvo scored earned media worth 200 million dollars. Earned media is advertising space you did not pay for. For example, if I promote my writing services on social and you share my post you have given me advertising that I could otherwise have paid for. The value is calculated on reach.
Going on. The Volvo XC60 model saw a 70% increase in sales in the month following the super bowl.
The agency that devised the devious plan went on to win three prestigious awards.