The Buzz of Integrated Marketing
Many FMCG brands struggle to engage their consumer in a way that brings to life the brand values. But there’s no big secret: establish a platform that’s true to your central brand idea and with a little creativity bringing it to life online is no more challenging than through any other media!
We like this viral example from Häagen Dazs, a viral to alert consumers about the consequences caused by the “colony collapse disorder” (where bees just die or disappear). Häagen Dazs ice-cream is made with natural ingredients, and bee pollination is an essential part of this. So the viral brings alive the core ‘natural’ value in a really smart and admittedly cute way. What’s more – you can create your own bee-vartar – here’s ours!
Closing the loop in-store, If users buy a pint of bee-dependent flavors, part of the money is donated, driving sales at point of purchase resultant of the online awareness and engagement campaign. Based on that, they are donating money to help fund honey bee research – sweet, you might say.
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