Remarkable Marketing for Unremarkable products

Published April 24, 2014 at 7:27 am

Some products aren’t interesting enough on their own to get people talking about them. For marketers, finding a way to make uninteresting products stand out can be a challenge, but when done creatively, can make some of the most unremarkable products worthy of discussion.

One example of this is the breakfast biscuit. What could a marketer do to make this product buzz-worthy?

Belvita’s #MorningWin campaign was launched with the goal of promoting the product’s promise of steady energy. The campaign invited people to share the ways they used the energy they got from Nabisco’s Belvita breakfast biscuits. Part of the campaign included a storefront in New York City to draw attention to the food in an interesting way.

The storefront was used as part of a strategy incorporating social sharing and 3-D printing to create a viral stunt. The campaign asked people to share their best morning accomplishments on Twitter using the hashtag #MorningWin. Then at the storefront, with the help of actors, the company recreated the morning scenarios that people tweeted using actors, and 3-D printers to turn them into actual physical trophies, according to Wired.

People passing by the storefront could see actors wearing green spandex acting out scenarios while 3-D printers created the scenes into trophy toppers. Trophies were sent to people who tweeted, and also awarded in digital form online via Facebook.

A viral marketing stunt is one way to draw attention to an otherwise unremarkable product. By taking this creative campaign to social media channels, Belvita was able to draw attention to its product and get people talking about it. Interacting with consumers in a unique way can help marketers draw attention to products and build brand loyalty and community at the same time.