15 Best Moment Marketing Campaigns
Now a days #momentmarketing campaigns can get trigged by anything that’s happening around us #news — Mission Mangal by ISRO , #sports — Hima Das winning gold medals, #travel — couple stealing from hotel room, # political speech — Donald Trump mispronouncing the names of Swami Vivekananda and Sachin Tendulkar as “Swami Vivekamunda” and “Soochin Tendulkar, #Youtube Video — comment’s reviews by an influencer, #banana receipts at hotel, dialogue from the upcoming OTT series and even a simple format created by a designer could get the ball rolling …
History — It all started in 2012, when Red Bull signed up Austrian daredevil Felix Baumgartner for a record breaking skydive more than 20 miles above the surface of the earth. But Felix had to postpone the jump several times due to bad weather. As suspense grew online, KitKat decided to offer Felix some moral support with a humorous Facebook post: “It could be a long wait Felix…have a break, have a KitKat.”
After the post viral success, KitKat team came up with another brilliant idea of sending KitKat to space strapped to a weather balloon with a Go-Pro camera.
Oreo’s ‘You Can Still Dunk In The Dark’ tweet during a 34-minute power outage during the Super Bowl 2013; Oreo latched on to this moment and promptly came up with the tweet.
Twitter ‘Moments’ were first released in October 2015, selected partners were able to curate stories on a range of topics, including News, Sports, and Entertainment . In Aug’16, it was rolled out to influencers & creators followed by to all users in Oct ’16. Since then brands has been leveraging the platform for anything and everything.
In India , the first moment marketing campaign goes back to 1968 . Amul has been consistent with their topical approach for nearly five decades now. Brought into existence by Sylvester DaCunha as a moppet (the Amul girl) has been instrumental in telling Indian stories from 1960’s — making it the longest running ad campaign ever in the world.
The hoardings displayed one-liners that constituted a veritable commentary on contemporary political and social events, with each week featuring a new theme has continued even till date .
When it comes to digital , First # hastag trend could be spotted way back in 2011and until 2016 — most of these hashtags were cause, event and brand promotion driven that lacked the real moment marketing ingredients ( funny , witty, contextual fitment with brand) baring Amul that has always been very consistent with it’s wittiness & super contextual-ability ! First aka moment marketing happened with Indian Govt demonetisation announcement, ‘Sonam Gupta Bewafa Hai’ jilted lover post leased a fresh life with a contextual fitment of “demonetisation” became officially first moment marketing campaign for masses in 2016. Campaign led Sonam Gupta get featured in the Google Top 10 personalities.
Virat and Anuskha tied a knot on 11th Dec’2017 in Italy. Amidst the wedding fervour, another issue that caught the attention of the nation was the ban on condom ads from 6 am to 10 pm by the Information and Broadcasting ministry, as it is ‘inappropriate’ viewing for children. Durex marketing moment happened on 12th Dec 2017 when brand found a way to latch onto Virat Anushka’s wedding frenzy and work around the ban. Twitterati who applauded the timely and witty advertisement by Durex.
- In the last two years brands embraced social media when it comes to spontaneity — this has even led to so many digital first creative agencies, team structure of existing agencies — brands are converting every opportunity from news , event , occasions turning these into marketing moments .. here are some great campaigns of moment marketing in recent times and not really in order of choice or preference ;
15 Best Moment Marketing Examples
- Ixigo — Stuff you can take from hotels
2. Rahul Bose — Banana moment was leveraged by many brands — attached few goodone’s
3. Manforce — Arnab’s slip of tongue during 2019 election results
4. Fevicol does a brilliant job specially when it comes to seizing the moment — One the best brand to follow for creative inspiration.
5. Dunzo — Donald Trump mispronouncing the names of Swami Vivekananda and Sachin Tendulkar as “Swami Vivekamunda” and “Soochin Tendulkar leading Dunzo capitalising the moment to brand’s advantage
6. Zomato is usually in the news for its social media campaign , viral content … there are so many examples and very difficult to shortlist few examples — couple of moments from 2020.
7. Star sports post on Yuvi’s retirement announcement.
8. Burger King India — Mr.Trump visit to India and World Smile Day.
9. Durex uses digital medium to normalise the conversations in traditionally taboo category and generally doesn’t shy away to comment / participate in events, occasions or trending topics.
10. Swiggy — Moments around ‘Utha Monolith’ and ‘Class of 83’
11. Mumbai Police used quirkiest ways to urge general public to be sensible, alert and safe. during lockdown. From various pop culture references to turning board games into quirky posts — Mumbai Police does a good job when it comes to communicating with general public via creative references.
12. Shaadi — Wedding from Home and World Environment day.
13 Netflix — Sacred Games — conversations by brands.
14. Amazon Prime Video — Patal lok conversations by brands.
15. Amul — Evergreen brand from last 5 decades — you could see more from 2020 here (https://www.amul.com/m/amul-hits?s=2020&l=6)
