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O M FG !
     A LOOK AT THE TOP 10
     MOST REMARKABLE	

     MARKETING CAMPAIGNS EVER.
re·mark·able
: worthy of being or likely to be
noticed especially as being
uncommon or extraordinary.
re·mark·able
: worthy of being or likely to be
noticed especially as being
uncommon or extraordinary.
REMARKABLE
Is rare.
REMARKABLE
Is powerful.
REMARKABLE
Is inspiring.
REMARKABLE
Is…
uNCOMMON.
EXTRAORDINARY.
LIKELY TO BE NOTICED.
Remarkabil ity lies in   the edges.
“                    t, richest,
The big   gest, fastest, slowes
ea siest, most difficult.
                   r which edge,
It doesn’t moautree at
              t
m ore that y ’ edge.”
(or beyond) the
Seth godin
Author, Purple Cow: Transform Your Business by Being Remarkable
Got it?
Good.
Now learn
from the best.
THE TOP 10
MOST REMARKABLE
MARKETING CAMPAIGNS

             EVER!
#10
#10 Whopper sacrifice
     Brand: Burger King   /   Creative Partner: Crispin Porter & Bogusky




                                                                  The OMFG! Factor:
                                                                  Sacrifice ten Facebook friends. Get a free Whopper.
                                                                  Sounds simple enough, right? But what made this campaign particularly
                                                                  remarkable is that it challenged the very nature of the platform on which
                                                                  it played out, and tapped into the essence of how social networks have
                                                                  changed our ideas of what “friendship” means.

                                                                  Whopper Sacrifice (a Facebook app) launched in early 2009 with little
                                                                  fanfare and almost no media support—and lasted only 10 days before
                                                                  Facebook shut it down on the basis of “user privacy violation” (the app
                                                                  notified friends when they were deleted). Sure, they gave away 20,000
                                                                  free Whoppers. But the infamy and buzz they gained? Priceless.



                                                                  Steal this:
                                                                  • Use a really, really, really simple call-to-action.
                                                                  • Don’t be afraid to push the envelope.
#9
#9   True blood: revelation
     Brand: HBO   /   Creative Partners: Campfire   Ÿ     And Company




                                                    The OMFG! Factor:
                                                        What made the marketing campaign for HBO’s first season of True Blood so
                                                        remarkable was the way it was woven into the mythology of the show itself. Vials of a
                                                        mysterious red liquid with messages in a “dead language” were mailed to goth and
                                                        horror bloggers, leading them to a “vampire-only” website called BloodCopy.com.
                                                        Videos featuring “real vampires” debating whether or not they should reveal
                                                        themselves to an unsuspecting human populace were “leaked”. An outdoor poster
                                                        campaign promoting a new beverage called TruBlood (available for sale at
                                                        www.trubeverage.com) and featuring PSAs supporting equal rights for vampires
                                                        appeared in major metro areas—none of which ever mentioned the TV show.

                                                        By creating a complex back story about a synthetic beverage that enabled vampires
                                                        to “live among humans,” HBO and their creative partner, Campfire, were able to tap
                                                        into an existing community of horror aficionados and organically build an audience
                                                        that made True Blood one of HBO’s most anticipated and successful show debuts.


                                                        Steal this:
                                                        • Find the “niche” audience that is super-passionate about your product
                                                        or mission, and explore ways to intrigue, inspire, & deeply entertain them.
                                                        • Invest in really good story-telling.
#8
#8   The REFRESH project
     Brand: Pepsi   /   Creative Partner: TBWA Worldwide



                                                           THE OMFG! FACTOR:
                                                           After 23 years and hundreds of millions of dollars spent on Super
                                                           Bowl ads, one of the world’s biggest brands broke new ground in
                                                           2010 by opting out of the Super Bowl and pouring 1/3 of its
                                                           annual marketing budget into a cause-driven social marketing
                                                           campaign called The Refresh Project. The Refresh Project
                                                           featured a pledge from Pepsi to hand out more than $20 million
                                                           in grants to do-good projects in six categories and in what has
                                                           since been coined “crowd-sourced philanthropy” (the audience
                                                           voted on who got the grants). Sadly, the campaign was pulled
                                                           after 10 months due to fraud allegations and slipping market
                                                           share—yet the influence of The Refresh Project as a remarkable
                                                           example of behemoth brands committing more dollars (and brain
                                                           cells) to digital and social media continues to be felt.


                                                            Steal this:
                                                           • Been doing the same thing for 23 years? Surprise the hell
                                                            out of everyone by not doing it. At least once.
                                                           • Even high-profile, high-budget “do good” programs don’t
                                                            do much good if they’re not authentic and brand-relevant.
                                                            Learn from Pepsi’s mistakes.
#7
#7   Elf yourself
     Brand: Office Max   /   Creative Partners: Jason Zada Ÿ EVB Ÿ    Toy    Ÿ   Maccabee




                                                          THE OMFG! FACTOR:
                                                          Who knew that uploading images of yourself, friends or loved ones,
                                                          then watching them dance as Christmas elves would be so
                                                          remarkable?

                                                          It was a simple idea, but at the time of its launch in 2006,
                                                          a groundbreaking one. Let people star in their own interactive
                                                          ecard? Virtually unheard of… but totally awesome.

                                                          Six years and over half a billion shares later, Elf Yourself can boast
                                                          not only of being a viral phenomenon, but also an enduring success
                                                          —one that has literally become a holiday tradition.


                                                          Steal this:
                                                          • Give your audience opportunities to “star” in your marketing
                                                          • Create an annual tradition (that gets better every year!)
                                                          • Make it wicked easy to participate and just as easy to “share”
#6
#6   the man your man could smell like
     Brand: Old Spice   /   Creative Partner: Weiden + Kennedy



                                                                 THE OMFG! FACTOR
                                                                 The Old Spice Man debuted in a 2010 Super Bowl ad, bringing
                                                                 humor, sex appeal, and intrigue to a brand that was all-but-
                                                                 forgotten. Five months later, he made marketing history by
                                                                 appearing in a series of 180 near-real-time videos that not only got
                                                                 the attention of celebrities like Demi Moore and Ellen DeGeneres,
                                                                 but also helped Procter & Gamble to amass over 40 million views
                                                                 on YouTube and enjoy a 107% increase in body wash sales within
                                                                 30 days of the campaign launch.



                                                                 Steal this:
                                                                 • Got a spokesperson for your brand? Make sure he/she
                                                                 appeals to & entertains both genders and provide
                                                                 opportunities for your audience to engage with him/her
                                                                 both on and offline.
                                                                 • Short, frequent, episodic & highly-shareworthy content
                                                                 will be shared more than the usual marketing fodder.
#5
#5   The best job in the world
     Brand: Queensland Board of Tourism /   Creative Partner: Nitro




                                                                The OMFG! factor
                                                                Wait… you want to pay me $150,000 to spend 6 months cleaning the
                                                                pool, feeding the fish, collecting the mail, and exploring a gorgeous,
                                                                little-known island off the Great Barrier Reef? And all I have to do is
                                                                submit a 1-minute video on why I should get the job?

                                                                Yes, yes, that’s exactly what the Queensland Board of Tourism did in
                                                                2009 in a remarkable campaign that relied on a most unlikely media
                                                                channel—the Jobs section of newspapers. Fueled by an extraordinary
                                                                streak of PR and clever use of social media, the Board received over
                                                                7 million visitors, 34,000 applicants from 200 countries, and 500,000
                                                                votes for this once-in-a-lifetime job. And the lucky winner? Well, he
                                                                continues his reign of Remarkableness as the Ambassador of
                                                                Queensland Tourism. Lucky bastard.



                                                                Steal this:
                                                                • Experiment with non-traditional channels
                                                                • No brand is too small to make a giant,
                                                                remarkable splash
#4
#4   In rainbows
     Radiohead     The OMFG! factor
                   The music industry used to have a really simple formula: talent + record label
                   + plastic discs = dollars. But digital and social technology completely disrupted
                   that formula—and a few risk-taking, innovative folks like Thom Yorke of
                   Radiohead, disrupted right back.

                   In Rainbows, which was the band’s seventh album, was released directly to fans
                   with an offer that was altogether unheard of: pay what you want. To date, the
                   band reports that their OMFG strategy paid off—with 3 million downloads in the
                   first year and a cool $10 million in revenue—by far, the band’s biggest
                   commercial success EVER. It’s no wonder The New York Times hailed this
                   establishment-bucking quintet from Oxfordshire as a band “fast becoming as
                   synonymous with technological mischief as they are with music.”

                   BOO-YA!



                   Steal this:
                   • Explore new ways to embrace the very thing (technology,
                   competition, etc) that’s disrupting your business model.
                   • Invest in, cultivate, & nurture deep, direct relationships with your
                   fans/loyal customers/promoters. One day soon, that will really
                   come in handy.
#3
#2   Let’s motor
     Brand: Mini Cooper   /   Creative Partners: Crispin Porter + Bogusky



                                                             The OMFG! Factor:
                                                             In Europe, the Mini Cooper had long been an icon, but in the gas-guzzling,
                                                             SUV-loving USA, the teeny weeny Mini had only 2% brand awareness and
                                                             even less market share. So what’s a clever marketer to do? Why accentuate
                                                             that difference, of course!

                                                             Rather than pursue the same-old, same-old TV/Print/Radio ad formula that
                                                             most car brands were following at the time, Mini and their ever-innovating
                                                             agency partner decided to eschew traditional media in favor of playing up
                                                             the fun-factor of the car itself—in shopping malls, on street corners, glued
                                                             to billboards… and other unlikely places where only a tiny vehicle with
                                                             awesome gas mileage and a kind price tag could shine. Ten years later,
                                                             Mini had not only far surpassed its goals of market share and sales in an
                                                             indisputably disastrous automobile market—it also saw the U.S. surpass
                                                             the UK as the brand’s biggest-selling single market in the world.


                                                             Steal this:
                                                             • Focus on the one thing that makes you undeniably different
                                                             from all your competitors. Double down on that one thing.
                                                             • Screw the cow path. Blaze your own trail.
#2
#2   The BLAIR WITCH PROJECT
     Brand: Artisan Entertainment




                                    The omfg! Factor:
                                    Arguably the very first online “viral” marketing campaign,
                                    predating YouTube, Facebook, MySpace, and even Friendster,
                                    The Blair Witch Project remains an often-imitated, never-
                                    duplicated runaway success. Shot on a shoestring budget of just
                                    $22,000, the film raked in over $250 million, thanks in part to its
                                    novel approach of terrifying audiences into believing that the
                                    fictitious story of three missing film students was 100% real.

                                    The key? A deft combination of "found footage,” strategically
                                    seeded rumors on online message boards, and a series of low-
                                    budget ads and trailers that perpetuated the legend.




                                    Steal this:
                                    • TELL GREAT STORIES! (Sound familiar?)
                                    • It doesn’t have to cost a fortune to be remarkable.
#1
#1   2008 presidential campaign
     Barack Obama


                        The oMFG! Factor:
                        In early 2007, Barack Obama was a one-term senator with a funny-sounding name and
                        less than 10% brand recognition. Eighteen months later, Obama went on to raise more
                        money than any other presidential candidate in U.S. history, ultimately landing him the
                        title of 44th President of the United States of America.

                        How did he achieve this? In part because of a brilliantly executed marketing campaign
                        that leveraged social technology and grass-roots support in ways his competitors
                        hadn’t even considered. He dominated not only YouTube with over 20 million views,
                        but also claimed the most popular fan page on Facebook (with 2.5 million fans vs
                        McCain’s 625,000 at the time), broke down barriers with his social media-friendly
                        campaign website that bestowed genuine, in-action photos, videos, and issue-oriented
                        calls-to-action upon its visitors daily—and ultimately, rode that online popularity all the
                        way to the White House, becoming not only the first U.S. President to have a presence
                        on social media, but the first one to fully grasp and connect with his constituents across
                        ALL of the channels that matter to them now.


                        Steal this:
                        • If the freakin’ president of the USA can master this social media stuff,
                        so can you.
The bottom line?
“Either write something worth reading
or        do something
worth writing
about.”
Benjamin franklin
Now Go do
something
OMFG!-worthy.
credits
The Top 10 Most Remarkable Marketing Campaigns EVER was written,
designed & produced by Marta Kagan, Director of Brand
& Buzz, HubSpot. Complaints, compliments, & cash prizes may be
forwarded directly to @mzkagan. Inquiries that refer to Ms Kagan
as a “genius” or include red velvet cupcakes will be given priority.

All images with the exception of the UNCOMMON ladies on slide 8
(which should be credited to http://www.flickr.com/photos/cmichel67/)
were found on The Googles. If I’ve failed to properly credit your work
in this deck, please don’t be angry, I’ve had very little sleep lately.

Links to credible sources of information that substantiate at least a few
of the claims made within this deck can be found at
http://www.delicious.com/mzkagan99/remarkable.

Feel free to enjoy, share, and reuse this presentation to your heart’s
content. No, you may not borrow my pirate hat.

No elves were harmed in the making of this deck.

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The Top 10 Most Remarkable Marketing Campaigns EVER

  • 1. O M FG ! A LOOK AT THE TOP 10 MOST REMARKABLE MARKETING CAMPAIGNS EVER.
  • 2. re·mark·able : worthy of being or likely to be noticed especially as being uncommon or extraordinary.
  • 3. re·mark·able : worthy of being or likely to be noticed especially as being uncommon or extraordinary.
  • 10. LIKELY TO BE NOTICED.
  • 11. Remarkabil ity lies in the edges. “ t, richest, The big gest, fastest, slowes ea siest, most difficult. r which edge, It doesn’t moautree at t m ore that y ’ edge.” (or beyond) the Seth godin Author, Purple Cow: Transform Your Business by Being Remarkable
  • 13. Good.
  • 15. THE TOP 10 MOST REMARKABLE MARKETING CAMPAIGNS EVER!
  • 16. #10
  • 17. #10 Whopper sacrifice Brand: Burger King / Creative Partner: Crispin Porter & Bogusky The OMFG! Factor: Sacrifice ten Facebook friends. Get a free Whopper. Sounds simple enough, right? But what made this campaign particularly remarkable is that it challenged the very nature of the platform on which it played out, and tapped into the essence of how social networks have changed our ideas of what “friendship” means. Whopper Sacrifice (a Facebook app) launched in early 2009 with little fanfare and almost no media support—and lasted only 10 days before Facebook shut it down on the basis of “user privacy violation” (the app notified friends when they were deleted). Sure, they gave away 20,000 free Whoppers. But the infamy and buzz they gained? Priceless. Steal this: • Use a really, really, really simple call-to-action. • Don’t be afraid to push the envelope.
  • 18. #9
  • 19. #9 True blood: revelation Brand: HBO / Creative Partners: Campfire Ÿ And Company The OMFG! Factor: What made the marketing campaign for HBO’s first season of True Blood so remarkable was the way it was woven into the mythology of the show itself. Vials of a mysterious red liquid with messages in a “dead language” were mailed to goth and horror bloggers, leading them to a “vampire-only” website called BloodCopy.com. Videos featuring “real vampires” debating whether or not they should reveal themselves to an unsuspecting human populace were “leaked”. An outdoor poster campaign promoting a new beverage called TruBlood (available for sale at www.trubeverage.com) and featuring PSAs supporting equal rights for vampires appeared in major metro areas—none of which ever mentioned the TV show. By creating a complex back story about a synthetic beverage that enabled vampires to “live among humans,” HBO and their creative partner, Campfire, were able to tap into an existing community of horror aficionados and organically build an audience that made True Blood one of HBO’s most anticipated and successful show debuts. Steal this: • Find the “niche” audience that is super-passionate about your product or mission, and explore ways to intrigue, inspire, & deeply entertain them. • Invest in really good story-telling.
  • 20. #8
  • 21. #8 The REFRESH project Brand: Pepsi / Creative Partner: TBWA Worldwide THE OMFG! FACTOR: After 23 years and hundreds of millions of dollars spent on Super Bowl ads, one of the world’s biggest brands broke new ground in 2010 by opting out of the Super Bowl and pouring 1/3 of its annual marketing budget into a cause-driven social marketing campaign called The Refresh Project. The Refresh Project featured a pledge from Pepsi to hand out more than $20 million in grants to do-good projects in six categories and in what has since been coined “crowd-sourced philanthropy” (the audience voted on who got the grants). Sadly, the campaign was pulled after 10 months due to fraud allegations and slipping market share—yet the influence of The Refresh Project as a remarkable example of behemoth brands committing more dollars (and brain cells) to digital and social media continues to be felt. Steal this: • Been doing the same thing for 23 years? Surprise the hell out of everyone by not doing it. At least once. • Even high-profile, high-budget “do good” programs don’t do much good if they’re not authentic and brand-relevant. Learn from Pepsi’s mistakes.
  • 22. #7
  • 23. #7 Elf yourself Brand: Office Max / Creative Partners: Jason Zada Ÿ EVB Ÿ Toy Ÿ Maccabee THE OMFG! FACTOR: Who knew that uploading images of yourself, friends or loved ones, then watching them dance as Christmas elves would be so remarkable? It was a simple idea, but at the time of its launch in 2006, a groundbreaking one. Let people star in their own interactive ecard? Virtually unheard of… but totally awesome. Six years and over half a billion shares later, Elf Yourself can boast not only of being a viral phenomenon, but also an enduring success —one that has literally become a holiday tradition. Steal this: • Give your audience opportunities to “star” in your marketing • Create an annual tradition (that gets better every year!) • Make it wicked easy to participate and just as easy to “share”
  • 24. #6
  • 25. #6 the man your man could smell like Brand: Old Spice / Creative Partner: Weiden + Kennedy THE OMFG! FACTOR The Old Spice Man debuted in a 2010 Super Bowl ad, bringing humor, sex appeal, and intrigue to a brand that was all-but- forgotten. Five months later, he made marketing history by appearing in a series of 180 near-real-time videos that not only got the attention of celebrities like Demi Moore and Ellen DeGeneres, but also helped Procter & Gamble to amass over 40 million views on YouTube and enjoy a 107% increase in body wash sales within 30 days of the campaign launch. Steal this: • Got a spokesperson for your brand? Make sure he/she appeals to & entertains both genders and provide opportunities for your audience to engage with him/her both on and offline. • Short, frequent, episodic & highly-shareworthy content will be shared more than the usual marketing fodder.
  • 26. #5
  • 27. #5 The best job in the world Brand: Queensland Board of Tourism / Creative Partner: Nitro The OMFG! factor Wait… you want to pay me $150,000 to spend 6 months cleaning the pool, feeding the fish, collecting the mail, and exploring a gorgeous, little-known island off the Great Barrier Reef? And all I have to do is submit a 1-minute video on why I should get the job? Yes, yes, that’s exactly what the Queensland Board of Tourism did in 2009 in a remarkable campaign that relied on a most unlikely media channel—the Jobs section of newspapers. Fueled by an extraordinary streak of PR and clever use of social media, the Board received over 7 million visitors, 34,000 applicants from 200 countries, and 500,000 votes for this once-in-a-lifetime job. And the lucky winner? Well, he continues his reign of Remarkableness as the Ambassador of Queensland Tourism. Lucky bastard. Steal this: • Experiment with non-traditional channels • No brand is too small to make a giant, remarkable splash
  • 28. #4
  • 29. #4 In rainbows Radiohead The OMFG! factor The music industry used to have a really simple formula: talent + record label + plastic discs = dollars. But digital and social technology completely disrupted that formula—and a few risk-taking, innovative folks like Thom Yorke of Radiohead, disrupted right back. In Rainbows, which was the band’s seventh album, was released directly to fans with an offer that was altogether unheard of: pay what you want. To date, the band reports that their OMFG strategy paid off—with 3 million downloads in the first year and a cool $10 million in revenue—by far, the band’s biggest commercial success EVER. It’s no wonder The New York Times hailed this establishment-bucking quintet from Oxfordshire as a band “fast becoming as synonymous with technological mischief as they are with music.” BOO-YA! Steal this: • Explore new ways to embrace the very thing (technology, competition, etc) that’s disrupting your business model. • Invest in, cultivate, & nurture deep, direct relationships with your fans/loyal customers/promoters. One day soon, that will really come in handy.
  • 30. #3
  • 31. #2 Let’s motor Brand: Mini Cooper / Creative Partners: Crispin Porter + Bogusky The OMFG! Factor: In Europe, the Mini Cooper had long been an icon, but in the gas-guzzling, SUV-loving USA, the teeny weeny Mini had only 2% brand awareness and even less market share. So what’s a clever marketer to do? Why accentuate that difference, of course! Rather than pursue the same-old, same-old TV/Print/Radio ad formula that most car brands were following at the time, Mini and their ever-innovating agency partner decided to eschew traditional media in favor of playing up the fun-factor of the car itself—in shopping malls, on street corners, glued to billboards… and other unlikely places where only a tiny vehicle with awesome gas mileage and a kind price tag could shine. Ten years later, Mini had not only far surpassed its goals of market share and sales in an indisputably disastrous automobile market—it also saw the U.S. surpass the UK as the brand’s biggest-selling single market in the world. Steal this: • Focus on the one thing that makes you undeniably different from all your competitors. Double down on that one thing. • Screw the cow path. Blaze your own trail.
  • 32. #2
  • 33. #2 The BLAIR WITCH PROJECT Brand: Artisan Entertainment The omfg! Factor: Arguably the very first online “viral” marketing campaign, predating YouTube, Facebook, MySpace, and even Friendster, The Blair Witch Project remains an often-imitated, never- duplicated runaway success. Shot on a shoestring budget of just $22,000, the film raked in over $250 million, thanks in part to its novel approach of terrifying audiences into believing that the fictitious story of three missing film students was 100% real. The key? A deft combination of "found footage,” strategically seeded rumors on online message boards, and a series of low- budget ads and trailers that perpetuated the legend. Steal this: • TELL GREAT STORIES! (Sound familiar?) • It doesn’t have to cost a fortune to be remarkable.
  • 34. #1
  • 35. #1 2008 presidential campaign Barack Obama The oMFG! Factor: In early 2007, Barack Obama was a one-term senator with a funny-sounding name and less than 10% brand recognition. Eighteen months later, Obama went on to raise more money than any other presidential candidate in U.S. history, ultimately landing him the title of 44th President of the United States of America. How did he achieve this? In part because of a brilliantly executed marketing campaign that leveraged social technology and grass-roots support in ways his competitors hadn’t even considered. He dominated not only YouTube with over 20 million views, but also claimed the most popular fan page on Facebook (with 2.5 million fans vs McCain’s 625,000 at the time), broke down barriers with his social media-friendly campaign website that bestowed genuine, in-action photos, videos, and issue-oriented calls-to-action upon its visitors daily—and ultimately, rode that online popularity all the way to the White House, becoming not only the first U.S. President to have a presence on social media, but the first one to fully grasp and connect with his constituents across ALL of the channels that matter to them now. Steal this: • If the freakin’ president of the USA can master this social media stuff, so can you.
  • 37. “Either write something worth reading or do something worth writing about.” Benjamin franklin
  • 39. credits The Top 10 Most Remarkable Marketing Campaigns EVER was written, designed & produced by Marta Kagan, Director of Brand & Buzz, HubSpot. Complaints, compliments, & cash prizes may be forwarded directly to @mzkagan. Inquiries that refer to Ms Kagan as a “genius” or include red velvet cupcakes will be given priority. All images with the exception of the UNCOMMON ladies on slide 8 (which should be credited to http://www.flickr.com/photos/cmichel67/) were found on The Googles. If I’ve failed to properly credit your work in this deck, please don’t be angry, I’ve had very little sleep lately. Links to credible sources of information that substantiate at least a few of the claims made within this deck can be found at http://www.delicious.com/mzkagan99/remarkable. Feel free to enjoy, share, and reuse this presentation to your heart’s content. No, you may not borrow my pirate hat. No elves were harmed in the making of this deck.