6 Upgrading Non-linear marketing campaigns that wins over traditional marketing

Safalta expert Published by: Ishika Jain Updated Thu, 24 Nov 2022 12:50 PM IST

Highlights

Nonlinear marketing incorporates the brand into the consumer's life in such a way that both the brand and the customer are actively involved in the brand's existence.

The days of customers purchasing a product when they see an advertisement in print or on television are long gone. The modern consumer is far more sophisticated; they alternate between TVs, laptops, smartphones, and tablets. People frequently check their Facebook, Instagram, and Twitter feeds when watching TV or during commercial breaks watching TV or during commercial breaks, people frequently check their Facebook, Instagram, and Twitter feeds. How do you market your business to a group of distracted consumers? How can you differentiate your company from the numerous companies fighting for customers' attention? It's time to switch to non-linear marketing if you're currently employing traditional marketing. Download ebooks to gain extensive knowledge about it

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Table of Content:
A non-linear marketing strategy: what is it?
1) "The Subservient Chicken" from Burger King:
2) Polar Bowl by Coca-Cola:
3) The "Star Player" of Heineken:
4) "Upstanders" at Starbucks:
5) "Smell Like a Man, Man" by Old Spice:
 

A non-linear marketing strategy: what is it?

As per Jamie Turner, an internationally renowned author and business thought leader, non-linear marketing is "the method of generating demand and personal taste for the product or service by possessing the brand participates in the consumer's life, and so by having the customer participate in the brand's life." According to Gary Viray, founder of Propelrr, a digital advertising firm in the Philippines that has successfully carried out non-linear marketing campaigns for various brands, the most successful marketing campaigns take a non-linear approach and deliver strong brand messaging throughout multiple channels to engage with consumers.
Learn from the successes of these five non-linear digital marketing initiatives that engaged customers and boosted sales to comprehend how non-linear marketing operates and how your company can profit from it.

1) "The Subservient Chicken" from Burger King:
The "The Subservient Chicken" campaign from Burger King is the ideal illustration of participatory marketing and brand-consumer engagement. One of the first effective non-linear marketing initiatives, it ran from 2004 to 2007 at a time when Facebook and YouTube were just being started. Because of how successful the campaign was, Burger King brought it again ten years later. The digital ad campaign for the brand's TenderCrisp chicken sandwich featured a chicken mascot standing in the center of a living room. Online users might give him any command, such as to squat, moonwalk, or even urinate on the couch. The mascot would follow instructions since he was the obedient chicken he was.

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It was pre-filmed and coded to appear as though the mascot via a live camera replied to any of about 300 different orders. The "Have it Your Way" slogan of the large worldwide fast-food business fit perfectly with this marketing plan. Instantly popular, the website Subservientchicken.com. The website had a million hits just one day after being life, with visitors staying an average of seven minutes. A year later, it had around 400 million hits and 14 million unique visitors. The average weekly rise in TenderCrisp sales was 9%.

2) Polar Bowl by Coca-Cola:
According to research, six out of ten consumers who watch TV concurrently are using a second screen to post comments on Facebook and Twitter. Using this information, Coca-Cola devised a fantastic non-linear marketing approach in which it invited viewers of the Super Bowl to attend the "Polar Bowl," a party where two cartoon polar bears hosted their own Super Bowl. Each polar bear supported a specific team and gave their opinions on the game as it was happening. Additionally, the polar bears responded in real time to tweets and Facebook messages from enthusiasts. The beverage firm produced TV advertisements and invited the general public to RSVP for the gathering on Facebook to create interest before the Super Bowl. Video clips from the Polar Bowl became accessible for social media sharing after the game. During the 2012 Super Bowl, Coca-non-linear Cola's marketing effort was a huge success, offering nine million streaming with just an average of 28 minutes of interaction, producing and over 5,000 comments on Twitter & Facebook per minute, and increasing the company's social media followers.

3) The "Star Player" of Heineken:
Heineken's "Star Player," a gamification non-linear marketing campaign to improve the brand's exposure as just an official partner of the UEFA Champions League (UCL) in 2011, is another marketing technique that capitalized on the consumer's propensity to use two or more devices simultaneously. Football fans could watch a UCL game on TV while concurrently performing it in real-time time on an iPhone or computer thanks to an app developed by Heineken. It improved sports fans' viewing enjoyment and made it comparable to that of stadium attendees by rendering it more social. On Facebook, players could post their results, discuss key scenes, and respond to a game in real-time time. Inside this Interactive Champions League, they could compete against players from across the world as well as their online friends. With a global reach of over 77 million impressions and an average dwell duration of 56 minutes, this non-linear marketing campaign helped link the brand with fun and excitement. The Star Player app had more than a million downloads within its first month of release. Additionally, each player engaged with the brand fully for 90 minutes during each game.

4) "Upstanders" at Starbucks:
Starbucks' non-linear marketing campaign "Upstanders," which encourages kindness and civility, elevates digital storytelling to an entirely new level. Instead of using conventional media like print, TV, and radio, the coffee industry giant developed a unique content series that was sent directly to customers via a website. "Upstanders," which was introduced in 2016, presents 10 heartwarming and motivational tales (in text, audio, and video formats) of regular Americans who have improved their communities. The connection between an Islamic center and a church is examined in one of the stories, and another describes how well a community in Michigan banded together to generate money for student scholarships. This non-linear marketing technique encouraged customer participation with the company by allowing people to publish their photos on the Upstanders website to demonstrate their support of the movement for good change, in contrast to linear marketing wherein consumers simply watch as the tale unfolds.

5) "Smell Like a Man, Man" by Old Spice:
A former National Football League player named Isaiah Mustafa was featured in a series of hilarious videos for the "Smell Like a Man, Man" brand campaign, which was pushed on social media sites like YouTube, Twitter, and Facebook. In addition to the multi-channel strategy, Old Spice, a men's grooming company, found that real-time and individualized responses increased client engagement. The Old Spice guy reacted to tweets with much more than one hundred personalized YouTube videos in less than a day to keep the conversations alive. This appears to have been successful since Old Spice's YouTube channel surpassed all other sponsored channels in viewership including over 200 million visits. With 2.6 million admirers, the brand's Facebook engagement jumped by 800%, and in only two days, its Twitter following grew to 80,000. Old Spice product sales increased by 107% as well.

How have contemporary non-traditional markets grown more successful?

One very powerful technique? ad-supported material. Brands benefit from sponsored content by 50% more than they do from conventional advertising. A greater number of brands are now looking for non-traditional ways to reach their target audiences or sponsor content as a result of the higher return on investment.

Non-linear marketing: What is it?

In nonlinear marketing, the brand is woven into the consumer's life in such a way that both the brand and the consumer are active participants in the brand's existence.

Why is online marketing more successful than traditional forms of advertising?

While traditional marketing may be better at reaching a wider audience, digital marketing is typically more affordable and can be more targeted. When choosing which type of marketing to employ, it's crucial to take your budget and target audience into account.

Does traditional marketing still exist in the digital age?

Even though it might not be the first location a company should turn to market its brand, it can be successful, especially when used in tandem with digital marketing initiatives. Short version: Despite taking a sizable share of the market, digital marketing will undoubtedly not completely replace traditional marketing.

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