With “The Hunger Games” dominating the entertainment cycle this week – this article about how the marketing team drove a rigorous social campaign for 18 months is pretty interesting. It was highly structured, scheduled and scripted. (There is also a video, “Feeding Hunger for ‘The Hunger Games.’”)
While it may seem a long way off from B2B marketing – it isn’t. Even if our customers aren’t standing in line for tickets this weekend, we’re all being affected by marketing like this. Its making us change the way we think about launches; trade shows are also ripe for this kind of creativity. A lot of the tactics used here are very low cost – more emphasis on the message then on high-dollar hoopla.
And for anyone craving business press, there’s an interesting hook here; the ‘hero’ outed himself as being at risk for losing his job.