How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you: - The single biggest marketing mistake CMO's and marketing directors are making. - The four critical things every brand needs to figure out, ASAP! - Why creating a cult following has nothing to do with buying ads.

1. ENLIGHTENMENT SERIES
Understanding the New
Customer Journey
How leading brands are creating fanatical followings
and ludicrous loyalty.
Chris Kneeland
CEO, Cult Collective

2. Chris Kneeland
CEO, Cult Collective
chris@cult.ca
@CultIdeas
I graduated with Master’s degree in marketing
communications from Northwestern University and worked
client-side at John Deere and The Home Depot prior to
selling my soul to join an ad agency (Rapp) in Dallas, Texas.
In 2010, I moved to Calgary to run Watermark Advertising
Design. Then, in September 2012, I resigned to join a Cult.

3. Paradigm
Shift
A paradigm shift is a fundamental change in our assumptions.
Imagine the impact on society when people learned that their fundamental belief
about the planet they lived on was wrong.

4. Paradigm
Shift
This paradigm shift destroyed the notion that the earth was flat and sent a shock
wave across a host of institutions that resulted in many exciting endeavours that led
to the discovery of new lands, new people and new fortunes.

5. Paradigm
Shift
There is another common paradigm that most marketers believe that is equally as
false as the world being flat.

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There is growing consensus among marketing strategists that this popular marketing
paradigm – most often referred to as the purchase funnel or buying cycle – is flawed.

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Consider that this marketing theory was first published in 1898. And the last major
refinement to it was in 1924. It hasn’t been improved upon much since, despite all
the advances in technology and media and demographics and the global economy.

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Most Corporate executives– especially those with marketing degrees – are taught to
believe this so-called truth.
But we’re now faced with a new marketing paradigm. Despite a ton of evidence to
prove its validity, companies are filled with a lot of old dogs with little interest in
learning new tricks.

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Some marketing leaders are too risk averse. Others are in denial. Others are just too
complacent and uninterested in championing change.

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Leadership at Blockbuster Video failed to comprehend the disruptive impact that
alternative business models and different types of marketing would have on their
business.
They believed their #1 enemy was Hollywood Video, and they used very traditional
marketing strategies to combat them. They should have been more worried about
their outdated marketing practices.

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By contrast, in 2009 when Starbucks was getting clobbered by the recession, the
CMO literally threw his annual marketing plan against the wall and insisted they
rethink everything and build a plan from scratch that capitalizes on the new realities
of the 21st century consumer and marketplace.

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I am going to share with you some core principles that, if properly applied, should
radically change what you do on a daily basis as sales and marketing professionals.

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I am going to share with you some core principles that, if properly applied, should
radically change what you do on a daily basis as sales and marketing professionals.

14. 1Advertising has one goal:
Reach consumers when they can most
influence their decisions.
4 Moments
That Matter

15. 1Advertising has one goal:
Reach consumers when they can most
influence their decisions.
4 Moments
That Matter
Here is the first truth: There are really only 4 moments that really matter.

16. 1Advertising has one goal:
Reach consumers when they can most
influence their decisions.
4 Moments
That Matter
Instead of the 7 steps outlined in the traditional purchase funnel, a team of Harvard
researchers have confirmed we should divert all our energy to 4 critical tasks.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
In 2009, these researchers studied 20,000 consumers across three different
countries shopping for five different categories – cars, electronics, cosmetics,
insurance, and telephone services. They then diagramed their findings into this new
framework.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
First, the consumer considers an initial set of options, based on brand perceptions
and exposure to recent stimuli and touch points. We most often refer to this stage as
awareness, and mass advertising remains a viable option for brands that want to
always be top of mind.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
But the new news here is that far fewer brands are considered than initially believed.
This idea was explained in a book by Barry Schwartz called the Paradox of Choice.
Given the proliferation and commoditization of products and services, we actually
want to consider fewer, not more, options at the onset of our buying behaviour.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
The second new idea introduced here is that of recency. Gone are the days of
seeing a commercial months ago, or getting something in the mail weeks ago, or
seeing a banner ad days ago and us remembering it. We’re now bombarded with
over 2,000 marketing stimuli a day and we can’t process it all. So we don’t retain
information like we used to.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
Only once a person is ‘in market’ to buy something should we turn our messaging
on. Everything else is waste. But that is easier said than done. It’s also why Google is
now one of the most profitable companies on the planet. They excel at identifying
buyers when they are ready to buy.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
But there are other ways to go about this. I worked with Select Comfort, makers of
the Sleep Number® bed, trying to identify when people are bed shopping. Most
mattress competitors simply bombard the air waves and weekly newspapers with
ads hoping that someone listening was in the market for a bed, but Select Comfort
got really smart leveraging data to identify purchasing triggers like someone is
moving, or getting married, or getting divorced, or pregnant, or suffering from back
pain, etc.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
The second component of the new purchase pathway is a concept totally counter to
the original paradigm. It states that consumers add and subtract brand as they
evaluate what they want.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
They discovered that as we enter into consideration mode, we actually add
contenders instead of narrow them down. So the whole visual metaphor of a funnel
that starts wide and grows more narrow is completely false.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
For example, they learned that with cars we start by considering on average 2-3
models, and by the end of the evaluation phase we end up with over 6 possible
makes or models that we’re seriously evaluating.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
Also, given the amount and type of information now available to us, we tend to re-
consider what we thought was most important. So, for example, we might have
begun the process by thinking all we wanted a simple 4-door mid priced sedan, but
as we do our research we start to consider other things that become really important,
like warranty, financing, or safety rating, or resell value, or fuel economy. This new
reality has birthed a whole new marketing discipline most often called Inbound
Marketing which we’ll talk more about in a minute.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
Stage 3 of the purchase pathway has changed the least, because at some point we
all have to buy something. But the way we pay, and how we buy, has certainly
evolved over the years. Perhaps the most dramatic difference is the fact that in the
old model people believed that consumers made up our minds during the
consideration phase and the act of shopping was mostly transactional so we could
pick up the items we want.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
But researchers now say anywhere from 30-50% of our purchase decisions are
made at the point of sale. That means we didn’t really come to any decisive
conclusions during the Evaluation phase and opt instead to just go to the store and
make a decision on the spot.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
This knowledge makes point of sale material and merchandising and customer
service and sales training as vital as the billions we spend on TV and print ads to get
people into the store in the first place.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
Finally, the fourth stage didn’t even exist in the original purchase funnel model. That
model ended with purchase. But as we all know, once we own an item, or bought a
service, our opinions about the brand are just beginning.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
Our experience with the product or services determines whether or not we’ll
purchase it again, and our ongoing interactions with the brand dictates if we will
become brand ambassadors and find excuses to tell our friends about it.

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Summarize
the
HBR
ar.cle
about
the
purchase
funnel
If brands can excel at making the ownership experience exceptional, then those
customers, as well as everyone they influence, are more likely to bypass the first two
phases the next time they’re in market and remain loyal to the brand they bought the
first time.

34. 2Customer’s outreach to brands is more
important than brands outreach to
customers
Pull vs.
Push

35. 2Customer’s outreach to brands is more
important than brands outreach to
customers
Pull vs.
Push
If we accept this new paradigm, we need to radically reconsider the Evaluation
phase. The original model was heavily focused on Awareness and trying to fill the
funnel with prospects. Under that scenario most marketing effort goes into targeted
media buying - that’s why McDonalds buys radio during the lunch hour, retailers
spend 50% of their budgets in Nov & December for holiday shopping, youth brands
clamour to buy ads on programs like American Idol because they know their
audiences will be watching.

36. 2Customer’s outreach to brands is more
important than brands outreach to
customers
Pull vs.
Push
But in this new paradigm, marketing it’s less about trying to guess when your
audience is ready to buy and more about being there and over-delivering when they
reach out to you. It more inbound than outbound. Its about always being on – 24/7
in a pull vs. push environment – and having amazing content to convert shoppers
when they come to check you out.

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Zappos is a great example of this. They do every little mass advertising. Instead, they
create what they call “WOW” experiences – both online and through their call center
– designed to impress those who are considering new shoes.

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For example, If you type Born Sandals into Google, Zappos doesn’t pay for the key
word, but their website is built in such a way that it is optimized for the search
engines so that Zappos’s very targeted key words and copy show up near the top.
When people see this search result and click on it, it costs Zappos nothing.

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And when people get to Zappos page, they not only have over 200 sandals to
choose from, but they are surrounded by all this amazing content.

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In addition to investing in world-class customer service agents and a very attractive
shipping policies. They invest in promotional giveaways, trend videos, ratings and
reviews, and cross-selling alternative brands and complementary outfits.

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Zappos paid for nothing to get women to want Born sandals, but once they identify
you are in the market, they overwhelm you with so many positive experiences you
can’t help yourself but buy from them.

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What I’m really talking about is Inbound marketing. Inbound marketing includes
everything from search engine marketing to pod casts. Online videos to blogs. Virtual
open houses to real time Q&A. Compelling visuals in the form of infographics and
interesting white papers that position the publishers as experts.

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These types of channels and content strategies are hugely impactful during the
customer journey. I needed more customer testimonials, more ratings and reviews,
more online video, more salesmanship throughout the process to alleviate my
concerns.

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These are the new tricks of the trade for which marketers need a. You don’t have to
do them all, but you need to do some of them, and you need to do them as well as
you do your highly polished brochures and and carefully crafted print ads. Too many
marketing professionals mistakenly believe their job is to create awareness instead of
improve conversion. These types of tactics converts browsers into buyers.

48. 3Cult brands cater to active loyalists
and let them tell their story to
prospects
Advocacy
vs.
Acquisition

49. 3Cult brands cater to active loyalists
and let them tell their story to
prospects
Advocacy
vs.
Acquisition
The goal of every marketer should be advocacy, not just acquisition. Any business
can get customers, but great brands attract cult-like followings. Cult-like brands
understand that the ownership experience is so vital that they prioritize retention and
referral over prospecting and mass advertising.

50. 3Cult brands cater to active loyalists
and let them tell their story to
prospects
Advocacy
vs.
Acquisition
The original purchase funnel didn’t even mention word of mouth or post-purchase
behavior, yet that is 25% of Harvard’s new model. An Engagement Agency helps
brands cater to active loyalists by helping them tell your story to prospects, and we
also understand that great customer experiences require so much more than great
marketing communications.

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Say
something
interes.ng
Be
interested
in
what
they’re
saying
Be
interes.ng
so
they
say
something
about
you
Adver.sing
CRM/Loyalty/Social
Engagement

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Say
something
interes.ng
Be
interested
in
what
they’re
saying
Be
interes.ng
so
they
say
something
about
you
Adver.sing
CRM/Loyalty/Social
Engagement
Here’s the problem. Most marketers are very good at coming up with clever
messages and then buying media that shouts their message at people. That is
appropriate if your goal is to say one thing to as many people as possible. This is the
oldest form of advertising and was most effective when the TV was the primary
marketing channel.

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Say
something
interes.ng
Be
interested
in
what
they’re
saying
Be
interes.ng
so
they
say
something
about
you
Adver.sing
CRM/Loyalty/Social
Engagement
Then, about 20 years ago, CRM, loyalty marketing and (more recently) social media
are getting very good at listening and responding. We have bcome interested In what
people are saying – either with their words or actions – and responding accordingly.
This is certainly better than the first option, but there is now a fundamental challenge.

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Say
something
interes.ng
Be
interested
in
what
they’re
saying
Be
interes.ng
so
they
say
something
about
you
Adver.sing
CRM/Loyalty/Social
Engagement
People are talking to each other more and more about brands and products and
services while at the same time tuning out the brands themselves. They’re literally
talking about us behind our backs and we can’t get a word in.

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Say
something
interes.ng
Be
interested
in
what
they’re
saying
Be
interes.ng
so
they
say
something
about
you
Adver.sing
CRM/Loyalty/Social
Engagement
Most of the traditional tactics are failing because people fast forward past our
commercials, opt out of our mailing lists, unsubscribe from the newspaper, and
ignore our banner ads. And if we are lucky enough to get one of our messages
through, research has proven that they don’t believe us.

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Say
something
interes.ng
Be
interested
in
what
they’re
saying
Be
interes.ng
so
they
say
something
about
you
Adver.sing
CRM/Loyalty/Social
Engagement
In fact, they will believe a complete stranger’s online rating of our product more than
the print ad we spent 4 weeks working on. So no matter how awesome you tell
people your offering is, a 1-star review by a consumer is damaging. So brands must
become so interesting, so relevant and so meaningful that core customers can’t help
themselves but think and say positive things.

58. Pepsi tried this with their Pepsi Refresh initiative. They shifted $20MM from
advertising that was earmarked to pay for Super Bowl commercials, and instead
invested it in various community outreach programs.

59. Pepsi backed all sorts of philanthropic activities that their customers said were
important to them. Overall the campaign received tremendous buzz and the Refresh
website reportedly received over 8 billion page views. But overall the marketing
community gave it mixed reviews.

60. We applaud Pepsi for trying something different, but they made two mistakes.
First, while 20 million dollars sounds like a lot of money to most of us, that’s a
rounding error for their total advertising and promotional budget. The Refresh
campaign did not receive the kind of ‘all in’ investment that brands like Patagonia or
Under Armour do with their cult-like marketing efforts.

61. Secondly, the Pepsi Refresh Project wasn’t very authentic. It was something Pepsi
did, but it wasn’t who they are. When a brand like LuluLemon does something
related to health and fitness it seems normal, but then Sears tries it, it seems forced
and fake. You need to be true to who who really are, and shine a spotlight on what
you really stands for.

62. 4Don’t pay for impressions.
Make an impression.
Owned
Brand
Assets

63. 4Don’t pay for impressions.
Make an impression.
Owned
Brand
Assets
The majority of ad budgets today go towards buying eyeballs. Brands want to get in
front of as many of their target audience as often as possible. But cult-like brands are
more interested in making an impression than buying impressions. For them there is
a demonstrable shift from paid media to owned media.

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THEN NOW
Store
Website
Mobile
Video
Social
Experien.al
Product/Service

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THEN NOW
Store
Website
Mobile
Video
Social
Experien.al
Product/Service
The challenge is that the number of owned media assets has grown significantly. It
used to be pretty easy for marketers to manage their product, in-store presence or
their website. But now there are over a dozen potential owned media assets that
marketers not only have to build, but maintain as well.

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THEN NOW
Store
Website
Mobile
Video
Social
Experien.al
Product/Service
It can be a daunting task. But in my opinion the juice is worth the squeeze. The
secret to success is not trying to do everything. Pick a few and do them really well.

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THEN NOW
Store
Website
Mobile
Video
Social
Experien.al
Product/Service
In my experience, there are four that I would prioritize - Mobile, Video, Social, and
what I call Experiential (sometimes referred to as events or stunts). I’ll elaborate on
each.

68. Mobile
Mobile marketing is exploding. Smart phones are being adopted at an
unprecedented pace. 43 Americans just switched to a smart phone in the time it
took you to read this slide. By this time next year nearly half of the entire population
will be using smart phones.

69. Their adoption is huge, but so is their capability. Smart phones are going to be
bigger game changers for marketers than the TV or personal computer was. These
devices allow for all the multi-media capabilities of those other devices, such as
audio and video and dynamic content delivery, but better yet they are with us all the
time. That makes them the holy grail of marketing tools.

70. And luckily for marketers consumers are using their phones for research and
shopping like never before. In particular, phones are critical search tools for real time
information, so not only should our websites be mobile friendly, but we may even
start to see qualifying questions like, “Are you shopping right now?” so we can better
capitalize on people literally living in the moment. And our phones are becoming
portable cash registers because people aren’t just browsing but buying exclusively
through their mobile device.

72. Corporations are scrambling to keep up with consumer demand for mobile friendly
content. When Forbes asked corporate executives what technologies will have the
most revolutionary change on their business, the #1 answer was mobile applications.
So that begs the question: What should you be doing to capitalize on mobile apps?
In my opinion, three specific strategies seem to be emerging.

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We’re Easy To Work With

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We’re Easy To Work With
First and foremost is practical apps that provide mobile friendly solutions that
improve operations or the customer experience. Walgreens knows that one of the
biggest customer pain points is dropping off a prescription and then waiting 15-30
minutes for it to be filled.

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We’re Easy To Work With
So they leverage cameras on the smart phones to scan prescriptions and allow
customer to send in refill requests electronically so all they have to do is swing by
and pick it up. And if anyone has every been to Chipotle at lunch time, you know the
wait times can be a bit excessive because everything is made to order, so they built a
very user friendly app that lets people build their burrito online and then just swing by
and pick it up.

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We Care As Much As You Do

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We Care As Much As You Do
The second mobile strategy that is very popular is to use smart phones to make your
brand more relevant by providing content that engenders loyalty and helps people
understand you care about their life and their lifestyle as much as they do.

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We Care As Much As You Do
Pampers has a pregnancy app that helps expecting mothers understand what is
happening with her unborn child every step of the way. Pampers knows if they can
win over mom before the baby is even born, than they increase their odds of having
a customer for life.

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We Care As Much As You Do
And lots of outdoor enthusiasts brands, like REI, or Oakley or North Face, have
different apps to mark hiking trails, or determine snow fall in the mountains, or find
the best ways to go surfing.

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Have fun – Play With Me

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Have fun – Play With Me
Finally, people and brands like to have fun. In fact, more than half of the top 100
downloaded apps are games. And its not just teenage boys that like to play games.
One of the biggest gamer segments is "soccer moms".

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Have fun – Play With Me
So brands should create mobile experiences that are fun and create some buzz.
Coca-Cola does that with their ‘spin the bottle’ app, its simple and inexpensive and
speaks to the social aspect of their product. Ford at the most recent auto show had
an app that if you hold your phone or tablet up to a Ford logo, it launches a bunch of
virtual content, including a racing game.

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Have fun – Play With Me
If you do something for fun, make sure you have proper expectations about what you
hope to get in return. What you’re really looking for getting people to give you
permission to be in their puruse or in their pocket. That can be a powerful thing.
Once you’re there you can build a relationship over time that his mutually beneficial.

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Have fun – Play With Me
Recent research from Digby reveals that 3 out of the top 5 retailers’ mobile apps ask
for location-based services, and 4 out of the top 5 retailers’ mobile apps ask
permission to send push notifications. This means they now have the ability to know
who you are, where you are, and send you messages based on location and time of
day (a concept is known as location-based marketing).

85. Video

86. Video
Most people have seen K-Mart’s ‘Ship My Pants’ ad on YouTube. In just a couple
weeks, it received over 16MM views and has sparked a conversation about K-Mart
that is nothing short of remarkable.

87. Video
Consider that I’m here today talking with top marketing executives from across North
American discussing innovative marketing strategies and I’m using K-Mart as an
example. Their last big idea was in 1965 when they introduced the blue light special.
But they shocked the world with 30 seconds of dirty humour in a YouTube video and
got us all wondering if K-Mart is now cool.

88. The reality is YouTube is the biggest video content publisher in the universe, ever.
More video is uploaded to YouTube in a month than all the major networks have
produced in the last 60 years combined. Your customers are flocking to YouTube,
and other online video players like it, by the millions.

89. Also interesting to note is over half a million videos are uplaoded to Facebook each
day, about a third of which are low quality video shot from mobile devices. People
don’t care as much about the production quality. They’re more interested in recency
and having something cool to watch. Online video is quickly becoming consumers’
preferred means of digesting content.

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91
Increase
business
calls
by
18%
Increase
website
visits
by
55%
Increase
physical
store
visits
by
30%
Increase
incidence
of
purchase
by
24%
Source:
PRWeb
(hXp://www.prweb.com/releases/2012/1/prweb9151852.htm

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92
Increase
business
calls
by
18%
Increase
website
visits
by
55%
Increase
physical
store
visits
by
30%
Increase
incidence
of
purchase
by
24%
Source:
PRWeb
(hXp://www.prweb.com/releases/2012/1/prweb9151852.htm
The net takeaway is that video is a big deal. It is compelling and motivating and
results in meaningful business results. In head to head comparisons of content with
and without video, PRWeb found that use of video… (see stats on this slide).
Brands need to figure out how to produce much more if it, far cheaper and faster
than they are doing today with their highly-produced TV commercials

92. Social

93. Social
Most people realize by now that social media has permanently changed consumer
behavior, but most brands are still struggling with figuring out what do in social
spaces.

94. Social
I think e-Marketer is onto something when their survey regarding how to improve
loyalty programs revealed that 64% of respondents said they want better social
media engagement. To me, Facebook isn’t a media outlet for buying banner ads.
Rather, it’s the 21st century’s version of a loyalty program.

95. Social
Instead of the plastic cards we all carry in our wallets to earn points when we shop,
loyalty programs of the future will leverage fans and friends in an online community
where membership has meaningful privileges.

96. But eMarketer’s survey also revealed something very interesting. On the left is a list of
things which marketers say are the most effective tactics happening within social
media. Stuff like blogs, whitepapers, video, etc.

97. On the right is a list of things marketers say are the most difficult to do, which
includes the exact same things – blogs, whitepapers, videos. Most businesses
haven’t invested sufficient resources to figure this out. We’re still too busy doing
traditional marketing instead of shifting more resources and freeing up bandwidth
and dollars to get good at learning new tricks of the trade.

98. And we need to have some patience. We can try one thing and declare it a success
or failure and move on. These are new muscles marketers are learning to flex and we
need time to let them develop.

99. ©
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100
Cultivator

100. ©
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101
Cultivator
One of the things my agency has done to facilitate this learning curve for clients is
invest in social media management technology. We’ve partnered with Expion to
measure and enable social marketing campaigns across a variety of platforms.

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102
Cultivator
This slide shows a quick snapshot of one of our dashboards where we are
benchmarking social media engagement within the fast food hamburger industry.
From this we not only see which brands are doing the most in the social space, but
we can also drill down and see which posts are most popular, which are responded
to our reposted, and then we can use that intelligence to inform our own content
strategies about what we should be talking about each day.

102. Experiential
“Stores
must
become
more
theatrical,
more
immersive,
and
more
of
a
life
experience
rather
than
simply
a
place
to
get
something.
As
much
as
they
are
selling
products
they
will
be
selling
a
good
=me,
a
lifestyle.”
-­‐
Best
Retail
Brands
Report;
2013

103. Experiential
“Stores
must
become
more
theatrical,
more
immersive,
and
more
of
a
life
experience
rather
than
simply
a
place
to
get
something.
As
much
as
they
are
selling
products
they
will
be
selling
a
good
=me,
a
lifestyle.”
-­‐
Best
Retail
Brands
Report;
2013
There is so much being written about and discussed regarding social media, let me
move on and discuss one last area that I don’t think get as much love and attention
as it should by brand. I refer to this area as Experiential, meaning how do we create
better branded experiences beyond just using our products?

104. Experiential
“Stores
must
become
more
theatrical,
more
immersive,
and
more
of
a
life
experience
rather
than
simply
a
place
to
get
something.
As
much
as
they
are
selling
products
they
will
be
selling
a
good
=me,
a
lifestyle.”
-­‐
Best
Retail
Brands
Report;
2013
For the past several years the idea of re-inventing retail spaces has been very
popular. As stores complete more and more with online shopping, the consensus
seems to be to make the store shopping experience more experiential.

105. Experiential
“Stores
must
become
more
theatrical,
more
immersive,
and
more
of
a
life
experience
rather
than
simply
a
place
to
get
something.
As
much
as
they
are
selling
products
they
will
be
selling
a
good
=me,
a
lifestyle.”
-­‐
Best
Retail
Brands
Report;
2013
The new news here is that it’s not just your store environment, it’s your entire
marketing mix. People want more show and less tell.

106. • 8MM
concurrent
views
on
YouTube
(most
ever)
• Shared
700k
.mes
in
first
3
hours
• 40
TV
sta.ons
and
130
digital
outlets
picked
up
the
footage
• 50%
of
trending
topics
on
TwiXer
were
about
the
stunt
• 82%
of
social
conversa.ons
about
Red
Bull
were
posi.ve
• 2MM
new
Red
Bull
email
subscribers
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2013
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107
Red Bull Gives You Wings
(Literally)

107. • 8MM
concurrent
views
on
YouTube
(most
ever)
• Shared
700k
.mes
in
first
3
hours
• 40
TV
sta.ons
and
130
digital
outlets
picked
up
the
footage
• 50%
of
trending
topics
on
TwiXer
were
about
the
stunt
• 82%
of
social
conversa.ons
about
Red
Bull
were
posi.ve
• 2MM
new
Red
Bull
email
subscribers
©
2013
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Collec.ve
Ltd.
108
Red Bull Gives You Wings
(Literally)
Nobody has done this better in recent memory than Red Bull. When they sent Felix
Baumgartner into space in October of last year, they executed what I believe to be a
flawless experiential brand campaign.

108. • 8MM
concurrent
views
on
YouTube
(most
ever)
• Shared
700k
.mes
in
first
3
hours
• 40
TV
sta.ons
and
130
digital
outlets
picked
up
the
footage
• 50%
of
trending
topics
on
TwiXer
were
about
the
stunt
• 82%
of
social
conversa.ons
about
Red
Bull
were
posi.ve
• 2MM
new
Red
Bull
email
subscribers
©
2013
Cult
Collec.ve
Ltd.
109
Red Bull Gives You Wings
(Literally)
This stunt was perfectly aligned with Red Bull’s brand of extreme energy. It was
properly executed and marketed, receiving the most ever concurrent YouTube views
and picked up by dozens of large media networks for free. And they leveraged the
stunt to capture customer data, adding over 2MM new email subscribers and
millions of new Facebook followers.

109. • 8MM
concurrent
views
on
YouTube
(most
ever)
• Shared
700k
.mes
in
first
3
hours
• 40
TV
sta.ons
and
130
digital
outlets
picked
up
the
footage
• 50%
of
trending
topics
on
TwiXer
were
about
the
stunt
• 82%
of
social
conversa.ons
about
Red
Bull
were
posi.ve
• 2MM
new
Red
Bull
email
subscribers
©
2013
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Collec.ve
Ltd.
110
Red Bull Gives You Wings
(Literally)
I couldn't find out how much Red Bull spent on this stunt, but I’m sure it was far less
expensive than producing some commercial spots and buying media that would
have delivered over 20MM eyeballs like this stunt did.

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If you’re going to do a stunt, there are three things you need to do to help it be
successful.
First, it must align perfectly with your brand. Make it very authentic and brand
relevant. 3MM did that well when they used their super glue to hold up a giant truck
in the middle of their parking lot. KFC’s attempt to have a manmade ad visible from
space was nothing to do with chicken.

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Secondly, good stunts most often requires some paid media and PR to support it.
Jell-o’s pudding drop after the Superbowl didn’t just happen in San Francisco, it was
supported by a TV commercial that aired following the game. And remember that
while everyone likes to think of Old Spice’s Smells like a man as a viral video
success, it was supported by millions of dollars of cinema and TV advertising as well.

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Finally, I’m not sure if you’re one of the 44 million people who have viewed this video
from TNT, but it was pretty awesome. What made the difference of it being a super
cool idea executed in a small Belguim town to being a Youtube sensation was how
well it was recorded and edited so it could be shared with the rest of the world. I
strongly suggest including a good videographer and editor in all your stunts and
events so they can be easily shared with others.

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We’ve had over 50 years to figure out how mass advertising works – the rules and
regulations as well as people’s attitudes about what’s appropriate and what’s not.
For the most part, with these new owned media assets like mobile, social, video and
events, we’re still living in the wild west. Which means there are some inherent risks
involved. If a multi-million dollar TV campaign doesn’t work as well as you’d hope, it’s
regrettable, but largely private and stays within the company. But when you screw up
in the digital space, bad things can happen….

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2 Arrests, 1 Resignation, $2MM Fine
Like when Adult Swim thought it would be a good idea to launch their new ‘Aqua
Teen Hunger Force Movie by hiding brite LED displays of their main robot
throughout Boston a couple years ago. That resulted in a bomb scare, as well as 2
arrests, the CEO resigned, and the company got a $2MM fine.

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2 Arrests, 1 Resignation, $2MM Fine
We can’t let some bad examples deter our enthusiasm. But we have to have realistic
expectations about what’s possible. And we must encourage experimentation as we
challenge status quo. Because if we stay the same, we’ll wake up one day soon and
realize the rest of the world has passed us by.