Fresh Thinking:  How marketers are thinking outside the square

In this issue we select two examples of what the world’s largest marketers are doing that reflects new approaches and fresh thinking.

BMW

What they are doing: 

BMW is marketing itself through associating with events aimed at intellectuals and designers in the US.

One commitment saw them partner with TED - an exclusive technology, entertainment and design conference - that involved a range of keynote speakers including Al Gore, motivational speaker Anthony Robbins and other well-known US experts and visionaries.

Why it’s different: 

They used the TED partnership to sponsor a series of podcasts featuring the keynote speakers - not just to promote the three day conference, but on an ongoing basis focusing on technology, entertainment and design. 

What’s in it for BMW?

BMW is clearly trying to find additional ways to cement its leadership position and to work with influentials.  As such this is a smart way of doing something that goes beyond a conventional sponsorship.  The provision of ongoing podcasts is not only keeping visibility and top-of-mind awareness high over a longer period - it’s also created a new media.

How does it fit with other BMW initiatives?

As part of its drive to work with influentials BMW USA sponsored the work of an Iraqi-born architect who was also the subject of a Guggenheim Museum Show.

Go to www.bmwusa.com/TED to learn more - and download the podcasts.

 HP

 What they are doing:

During the recent Fifa World Cup football tournament HP created a creative viral web site that was not initially linked to them as a means to promote its US-based personal systems group.

The site, purportedly set up by a bored office worker, showed what appeared to be close-up videos of a man’s hand on desktop using two fingers to perform soccer tricks with a wadded-up paper ball.  A computer screen was visible at the back of his desk and, in a number of scenes of the viral file, the HP logo was subtly visible on the screen’s frame.

It attracted over 180,000 unique visitors and, according to the International Herald Tribune in an article on July 23, prompted widespread discussion on blogs and resulted in imitators creating their own ‘fingerball’ videos and posting them onto the web.

Why it’s different: 

Taking a viral approach is very different for HP, which has a reputation for principally courting corporate customers, to present itself to the market; also because HP chose not to reveal that it was in fact behind the initiative until after the site had attracted significant coverage and the World Cup was over.

What’s in it for HP?

The International Herald Tribune claims HP is trying to move perceptions away from being stodgy and very corporate in its approach and is trying to imbue HP’s machines with some of the coolness more commonly associated with Apple.

Apparently they are so pleased with the response that, despite the association with the World Cup, the approach may be duplicated in some other markets outside the US.

How does it fit with other HP initiatives?

HP is reportedly seeking to reach consumers in new ways, including sponsoring a TV Show called “Meet or Delete” in which young people decide whether they want to date potential suitors based on the contents of their hard drives, including records of web sites they have visited and the videos they may have watched.

 Go to www.FingerSkilz.com to view the web approach that HP took.

If you are interested in reinvigorating your brand contact Network PR or view our website at www.networkpr.com.au