Featured Global Marketing Cases in May: Chevrolet, Pepsi, Mattress Firm

May 31, 2022
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Brands' marketing activities remained active in May. We have selected 3 marketing cases from different brands around the world, hoping to help practitioners gather overseas creative inspiration and provide different brand marketing perspectives.

1

Customized WhatsApp mini-games to focus on young consumers on social media

"Yellow May" is an international awareness month to reduce traffic accidents. Chevrolet Brazil developed a driving mini-game on WhatsApp. The purpose is to remind people of the dangers of replying to messages while driving and the various risks encountered while driving.

Chevrolet's Instagram page and Brazil Facebook page also detailed and recommended this little game for fans.

Since the game is built into Chevrolet's WhatsApp, players need to message "hello" in the WhatsApp dialog to trigger the game. After the game starts, there will be different types of obstacles such as trees, pedestrians, and other vehicles. Players need to continue to send messages to Chevrolet's WhatsApp to control the red car not to hit these obstacles.

However, as the difficulty of the game increases, the player will eventually hit an obstacle and fail to pass the level.

Federico Wassermann, the general marketing manager in charge of the campaign, said in a public statement: "Even if the player is strong, our goal is to make people lose. This way we can interactively demonstrate the importance of maintaining focus while driving, Instead of using your phone while driving."

Provide an interactive marketing experience with new social media capabilities

Driving a vehicle by sending a message, no matter how advanced the technology is, will eventually fail... This kind of game setting comes from the original intention of Chevrolet to show the importance of safe driving through mini-games. And from people joining the game, to the educational banners that pop up naturally after the game, and Chevrolet's website, it all seems logical. This is the interactive marketing experience that social media can provide.

Safety is an issue that every car buyer cares about, and it is also an issue that every car brand needs to emphasize. But how to bring security from advertising to consumers requires interactive experiential marketing. Previously, offline auto shows and test drives were all successful experiential marketing. However, with the spread of the COVID-19 epidemic and the emergence of young consumer groups that rely on social media, car brands should also learn to move marketing methods that require experience such as driving, riding or lifestyle to social media, using games, AR /VR and other methods to promote interaction and enhance the experience.

2

AR+KOL+Sports+United, 1 campaign four-engine drive

PepsiCo has been a partner of the Champions League since 2015. During the Champions League, PepsiCo will focus on creating a series of creative and influential campaigns to activate sports fans' recognition of the brand.

In this UEFA Champions League, PepsiCo, together with the two fast-food chains KFC and Pizza Hut, jointly launched a series of marketing cooperation around football star Paul Pogba.

The first is Pepsi and KFC. The collaboration is in the form of a creative short film that shows Paul Pogba kicking a football into an installation and going through a complex process that culminates in fried chicken and coke.

The second is the cooperation between Pepsi and Pizza Hut. The two parties have developed an AR game application. During the event, you only need to scan the QR code of the designated product or offline store to participate. Similarly, the protagonist of the game is Paul Pogba, and players need to control Paul to help him avoid various obstacles with Pepsi and Pizza Hut and win points. High points can be free

Unlike the cooperation with KFC, which pays more attention to the creative performance of the picture, the cooperation game of Pizza Hut pays more attention to the breakthrough delivery.

One is technology. Using AR technology, players will have an immersive sense of participation, which is a very suitable way to make "immersive star".

The second is the mechanism. Players invest time and energy to play the game, and finally through the score, those with high points can get a customized football card, and can upload the card to their social media to communicate with fans and friends-through a small game, get through The channel between offline stores and online social media is the innovation and breakthrough of this campaign.

Consumer Goods Brand Implications

Consumer goods are the most unfettered industry at the marketing level. Because it sells products that are closely related to consumers, whether it is rigorous science popularization or unexpected creative display, as long as it is a marketing activity carried out from the perspective of consumers, it will mobilize the emotions and reactions of consumers.

From the perspective of Pepsi-Cola's Champions League series of marketing activities, the use of a combination of various marketing methods in the same campaign can further expand the effect. It should also be noted that both KFC and Pizza Hut chose to use the personal homepage of star Paul Pogba as the first position for communication.

This is determined by the characteristics of KOL marketing.

KOL marketing often chooses a homepage that is consistent with its own brand spirit and quality, and the user circle covered should also be the target users of the brand. Therefore, using the KOL’s social media homepage as the first outlet for campaign publishing has the following two advantages.

  1. Bring your own fan group, eliminating the need to locate target users

  2. Push marketing content naturally, rather than just using advertising. Appropriate native content is more likely to arouse users’ interest and resonance.

In this campaign, Pepsi not only used a combination of multiple marketing methods, but also used offline traffic to drive online traffic, forming a closed loop to mobilize user activity. Only by breaking the online and offline traffic silos can more consumers be recognized.

3

Dig deep into product usage scenarios to create cutting-edge brand podcasts

The last case comes from MattressFirm, a 36-year-old American mattress chain store.

Recently, it focused on users who love rest and sleep, and created an audio podcast on topics such as "How to sleep well" - "AreYou Sleeping?"

MattressFirm hopes to create a community of "sleeping people" through this podcast, and by telling one story after another, let members of the community realize the importance of sleep and continue to interact with these members.

MattressFirm's podcast consists of six episodes about consumers' sleep experience and four interim segments such as listener problem stages. Comedian Kate Berlant is the host, and experts such as psychologist and sleep medicine specialist Shelby Harris provide live commentary.

Join the audio social network and build a deep brand

MattressFirm podcasts cover a wide range of topics, starting with sleep stories from consumers or celebrity guests, and extending to in-depth professional content on sleep medicine. MattressFirm's approach is to provide consumers with useful and engaging stories to engage their audience. Instead of repeating the brand vision, product performance and other things that only the brand wants to output.

Since the popularity of clubhouse, audio social has gradually emerged. It’s still a brand new field for brands, but being an early entrant in a new field means it’s more likely to be a leader. Therefore, we share the case of MattressFirm, hoping to provide reference and help to those brands who want to enter the audio social network, but are struggling with form, topic selection and direction.

The above are 3 classic marketing cases in May related to automotive, consumer goods and audio marketing, selected for you worldwide. In the following content, we will continue to pay attention to cutting-edge marketing trends and topics and share them with you. Welcome to continue to follow us.

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