A good marketing campaign can make or break a new or existing business. In this article, we’ll look at some specific campaigns and how they found success, as well as how organisations should try and respond when campaigns go wrong. You’ll hear from a variety of sectors – from iGaming to supermarkets – and there’s even a reference to one famous example involving KFC, showing you just how fundamental a marketing campaign can be.
The Special One
Paddy Power has become famous for their often innovative advertising campaigns. The variety of these campaigns has clearly been a success. They are a bookmaker which offers a huge array of services, everything from in-play betting on football matches to slot machines such as Fishing Frenzy which aims to transport you to a relaxing fishing trip out at sea. Campaign Live features some of their best adverts and as mentioned above, their vast array of services is clearly highlighted. You may have seen this advert featuring Jose Mourinho.
Home of the Whopper
Let’s have a look at some other successful campaigns. One of the most successful marketing campaigns of recent time involved Stevenage FC, Burger King, and the FIFA video game series.
The Stevenage Challenge was a series of challenges for FIFA players. It resulted in participants submitting goals from the game scored by virtual players wearing the Burger King sponsored Stevenage kit. Prizes for the participants included classic Burger King menu items.
Here is one of the goals submitted as part of the campaign.
#StevenageChallenge ?@BurgerKingUK? beautiful chip shot with the clean Stevenage kit🤟🏾 pic.twitter.com/AYfwyO0JAD
— Adam MITCHELL (@cooladamzack) October 25, 2019
Many of those involved in the campaign were praised. One of the best outcomes was Stevenage, a side in the fourth tier of English football, becoming one of FIFA 20’s most popular teams.
Rescuing a campaign when it starts to go wrong
So what happens when a marketing campaign doesn’t quite work out? The consequences of a badly thought-out marketing campaign can sometimes be disastrous. At a basic level, organisations are told to always be honest with their customers.
When a campaign starts to go wrong, the biggest concern is that you can damage the brand and start to alienate new and existing customers. Correcting this failing strategy will mean having to evaluate what platforms were used and potentially undertaking some surveys amongst customers to find out what elements of the campaign didn’t go as planned.
A famous example of a brand recovering from a PR mistake comes from KFC. During a period where they ran out of chicken, KFC were praised for regaining control of a potentially devastating crisis and sticking to their brand’s tone of voice.
It’s barely an exaggeration to say that advertising is everything. These brands have shown what to do, what not to do, and how taking a risk to turn bad things around can pay off.
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