Tipp-Ex, your tube E positioning of the product

Tipp-Ex, your tube E positioning of the product  I have always been a lover of the campaign of unconventional marketingThose who are specially made to surprise you, make you entertain, give you emotions and make you talk about the experience you have lived, because I saw the campaign to promote the film Blair Witch Project in the now distant 1999.

These days, I found myself analyzing two unconventional marketing campaigns converted to one of the most powerful social media we have for viral marketing, Tube tube.

One, that many of you have already known is that of the German company Tipp-Ex-Ex launched on your tube using Interactive videos to build a story Around the hunting for bears and precisely around the bad sense of action, as if to make everyone understand the brutality of the action and remedy it using, by coincidence, the product in the center of the campaign, the Cancelletto TIPP-EX (That I bet that nobody notes before understanding the objective of the video: -d), which comes to the rescue of the poor «teddy bear» by saving it from the sad fate and allowing anyone who rewrite history by inserting in the title of the video of the verbs to make the hunter to carry out actions (and here we are all amusing by trying to do the hunter all the simplest things: -d). The effort in terms of marketing investments was probably high: in fact, a series of videos was shot (there is one for each verb that we enter the title), but the The return to investment took advantage of itIt is soon we will see how.

The other campaign is that for the launch of the film by Sylvester Stallone, the mercenaries, this time interactive yes, but less viral (always on your tube) with a different format but, always with a single common denominator: Make sure the product discusses. Each of the channels then presents the possibility of following the product in other social networks such as Facebook, which is different from your tube (half hyperviral), The most powerful amplificationWhere users can express their opinions on the brand, but especially on the initiative itself.

Analysis of implications in terms of marketing, a point appears immediately: The Tipp-Ex campaign has succeeded. To date, statistics indicate that that of TIPP-Ex is the channel with the most inscriptions and with the highest vision number in France and the twenty-ninth place between the channels with the most registrations from around the world for a total of more than five million views. Do a search on Google for the «Tipp-Ex» key and only Google Italia will send around 233,000 results in which, if you notice, we are talking about interactive videos, not the product.

If you are trying to use one of the free services on the brand surveillance and conversation web, as a social mention, you will see how many people have spoken of it (350 mentions) for a feeling of 10: 1 (rate of positive information / negative mentions).

One thing is therefore sure, The social media marketing campaign on YouTube made it speak of itself!

Come to Product positioningThat is to say the positioning of the product in the minds of consumers by bypassing their mental filters (which often hinder purchases and make us invulnerable to commercial, online and offline advertisements) guiding its purchasing behavior to the appearance of a specific need, there is only one thing to say: if you now think of a brand of gates, what is the first to say? I thought about it for a moment, and apart from Tipp-Ex, I didn’t remember it and Stallone’s film, do you now have a little curiosity to go see it? 😀