Three of 2013's Most Memorable Marketing Campaigns

In 2013, marketing campaigns have been very diverse. Some companies are trying to break boundaries. Others are focused on viral or guerilla marketing tactics. A few have caused trouble for large brands. Three marketing campaigns from 2013 have become the most memorable of the year.

Brotherhood from Budweiser
Budweiser easily eclipsed most other marketing campaigns early in the year with its “brotherhood” ad. The star is a Clydesdale. This type of horse has been the symbol of the company for decades and appears on promotional tote bags and other items. The advertisement features a Clydesdale being raised. It is then separated from the trainer and reunited years later. It is all set to moving music.

Results of Brotherhood
Budweiser also launched a social media campaign asking customers to choose a name for the Clydesdale featured in the video. This triggered a second round of media coverage and a massive amount of social media activity. This marketing campaign stayed close to the brand, appealed to a broad audience and ultimately helped Budweiser attract new customers.

Oreo during the Super Bowl
A very different type of memorable marketing campaign during 2013 occurred as the result of an unexpected event. The partial blackout during the Super Bowl left viewers in suspense. Oreo had a team of more than a dozen people prepared for rapid-response marketing. The company immediately sent out a social media post showing an Oreo cookie over a partially blacked out background. The message told consumers they could still enjoy Oreos in the dark.

The Response to Oreo
The image and posting caused a massive social media response from consumers that outshone most other marketing efforts during the game. Oreo created a memorable moment for consumers and capitalized on Super Bowl marketing without paying for airtime. A few promotional totes were even made featuring the picture. These promotional products were imprinted with the company’s logo and contact details so every time they are used by current and potential customers, the company gained marketing exposure. Additionally, Oreo actively engaged with consumers online during the event.

Test Drive by Pepsi
Pepsi ran a memorable marketing campaign centered on a video called “test drive.” The advertisement shows an average car salesman getting into a vehicle with someone else for a test drive. The other person was actually a professional racecar driver in disguise. The driver proceeds to perform high-speed turns and reckless maneuvers causing the man to curse and scream in fear. It was all caught on a hidden camera in the car.

The Results for Pepsi
The “test drive” commercial attracted a large amount of media attention. Consumers went online to research whether the commercial was real or not. The campaign successfully attracted millions of hits online. The one uncertainty is whether viewers remembered the product being promoted was Pepsi.

These are three examples of advertising winners. For smaller companies that don’t have the resources of these large companies consider promotional tote bags and other promotional items. Promotional products like these act as walking billboards, ensuring that you gain repeated marketing exposure every time they are used by recipients.