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Essential To Any Marketing Initiative: Braaaainssssss
Posted on October 29, 2010 at 8:34 am
You don’t have to be undead to know Sears has done a lot in the last few years to increase their visibility in the social media space, with initiatives like social shopping. Couple that with a timely cross-life marketing campaign for zombies, and you have a smart, uh, viral effort.
Product and service links point to their real counterparts, but I do get a kick out of the Zombie Gift Guide every time I use it. It takes guts, if you pardon the pun, for this kind of marketing. It creates buzz, and yes, groans from fellow zombies, and more importantly, keeps the brand at the mental forefront, so to speak.
For a brand as venerable as Sears to have such a visible social media presence (they started the social media push in earnest, along with K-Mart, about 18 months ago) gives hope to the brands we ourselves shepherd. Of course, you may not want to attempt a viral marketing campaign using zombies. However, I would like to point out that vampires, especially the ones that sparkle, are probably overplayed, as are werewolves. I hear the Creature from the Black Lagoon has an open social calendar.
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Nanther Thangarajah
IT Director Nanther tirelessly endeavors to enhance the quality of human-computer interaction.