Ronn Torossian Recaps Top Marketing Campaigns of 2018

It’s been a rough year for many firms across the globe: Facebook continues to battle stories of mishandled user data, the European Union has issued stricter privacy regulations, and data-driven marketing has taken some extra heat this past summer.

Even so, the year has almost passed us by: the pumpkins are out, and Thanksgiving is around the corner. In keeping with the festive mood, here’s a roundup of some of the more lighthearted approaches to messaging this year.

Amazon’s Delivery of Jurassic Proportions

In a stunt designed to drum up hype ahead of the 22 June release of the sure-fire cult classic “Jurassic Park: Fallen Kingdom,” Amazon delivered its largest package yet.

In images released online, a 40-foot long box was punctured with foreboding air holes, the “Jurassic World” logo and a SmileCode that, when scanned unlocked content surrounding the film. News of the package was released alongside the hashtag #AmazonFindsAWay, herding curious users to social media in a bid to discover the box’s contents and, conveniently, buy tickets for the movie. For those who couldn’t wait to peek inside the box, an Alexa-powered voice experience offered clues and dinosaur sounds when asked “Alexa, ask Jurassic Park what’s in the box.”

You can’t accuse Amazon of being prehistoric with a stunt like this.

Adidas Takes on the Boston Marathon

With 30,000 runners taking part, the Boston Marathon is a massive PR opportunity. Athletic apparel brand Adidas wasn’t one to let this year’s event slide, and took user experience to the next level when it created personalized videos for each participant.

High-tech chips were attached to runners’ race bibs, while radio-transmitting street mats and a 20-person camera crew saw that each runner was the center of their own footage at the 15K mark and finish line. Within a few hours of completing the race, runners- whether at home in an ice bath or enjoying a celebratory drink- were emailed their video, replete with a rocky-style soundtrack and scenes from the race.

Adidas’ initiative only goes to show how marketers are getting increasingly ambitious with taking video efforts and user-specific content to scale, as well as making clever use of popular events that draw big numbers of viewers: according to Adweek, runner videos collectively scored 100,000 views in the first two days after the race.

“We are going to start seeing more of these kinds of ideas that promote the brands while creating real, tangible value for consumers,” Drumroll’s McGarry says, “[LG and Adidas] are both excellent examples of doing meaningful things for large crowds of people or what I like to call ‘thank you-worthy’ experiences.”

Arby’s Record-Breaking Reveal

Arby’s broke the hearts of loyal fans last year when it announced it was switching from serving Pepsi products to Coke, and people were unafraid of voicing their disdain on social media. Undeterred, Arby’s set out with a mission this summer: win over the remaining naysayers with a little, and massive, stab at creativity.

In doing so, Arby’s broke two Guinness World records: one for the world’s smallest ad, etched into a single sesame seed on an Arby’s bun, and one for the world’s largest ad. The largest ad covers 212,000 square feet of farmland in Nebraska, reading “Arby’s Now has Coke”. The sesame seed reads the same.

“At Arby’s,” says Arby’s CMO Jim Taylor, “we never take ourselves too seriously.”

Ronn Torossian is the CEO and founder of 5WPR.

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Ronn Torossian is CEO & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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