Astute Product Marketing Strategy through Innovative Social Media Campaigns
Posted by Katie Nathan
Social media has evolved from being mere contact platforms to innovative business marketing tools. It poses a greater challenge for brands to reach out and be noticed by people in a platform where it takes just few seconds for a user to get drowned in the ocean of news feed, targeted messages and advertisements. Nevertheless, it is a powerful tool and it needs sharp thinking and innovative campaigns by the marketing team to get the talk trending in social media. Trending and staying as a talked about topic is a mantra to better exposure and possible success. To keep the social media guessing and to sustain interest, celebrities are roped in by the brands to launch the product. As in the case of everything that gets overexposed, celebrity launches have also become order of the day and the hype around it subdued.
Social media marketing gurus are think tanks working out new packaging for the product launch, something that is exciting and fun to attract and captivate audience towards the campaign. One of the interesting campaigns on the social media with a good buzz around it was the launch of the Asus Zenfone2 using the teaser campaign, Agent Z. Agent Z was popularized as a movie of Saif Ali Khan to be premiered on April 23, 2015. For those looking for Agent Z movie details, there were video trailers, Youtube channel, a Facebook page and a micro site much like how a movie is marketed in the social media. To add to the zing of this campaign, registering on the site gave users an opportunity to meet Saif Ali Khan if they were selected. The make-believe campaign was so well-organized that media and people were jumping at anything that carried the name Agent Z or Saif.
On April 23, Asus Zenfone2 was launched at an event in the capital and Agent Z site carried out the phone launch as promised. Three of the registered users got an opportunity to meet Saif Ali Khan as promised, the only difference being on a product launch and not the movie launch. Before the launch, Asus did #ZenMeetup for all its loyal customers across cities of Bengaluru, Chennai, Kolkata and Mumbai much to the delight of the Zenfone owners. Hashtags #CantWait4Zenfone2, #Zenfone2HasArrived and #SaiflaunchesZenfone2 set social media on fire for 7 hours on the day of the launch. Do I need to add the fact that Flipkart ran out of stock of Zenfone2 soon after the launch?
It was the offline and online social marketing strategy that worked wonders for Asus. Social media marketing on one side and meetups on the other, Asus Zenfone2 launch did show the way for business with its successful launch and media talk.