New Products Launched with Nontraditional Media
Zico coconut water launched in 2004, and sales have doubled each year, founder Mark
Rampolla reported in late 2009. Its strategy when entering a new market is to cultivate
brand evangelists at the local yoga studios, conduct sampling programs and guerrilla
marketing, such as placing ads on pedicabs in New York.
DiGiorno’s new flatbread pizza is using Twitter for its 2009 launch, along with TV and
print.
In an unprecedented step for the auto industry, Volkswagen is introducing the new
model GTI exclusively via an iPhone app in 2009.
To create buzz a year ahead of the 2010 Ford Fiesta launch, is giving the car to 100
Gen Y agents to drive and generate buzz. Recruitment is via www.fiestamovement.com,
where applicants can upload a video explaining why they want to become an agent.
For the Infiniti G convertible launch in late 2008, the automaker used an SMS promotion
in an integrated "Own the Sky" campaign. Text recipients entered the contest by emailing their own cell phone photos of the sky. They then received post cards containing
their sky photos and a list of Infiniti dealers. Cost per lead was very low, and number of
leads was four times what they would have gotten with a display ad.
E.L.F. (Eyes Lips Face) cosmetics launched in 2004 with public relations and became an
e-commerce brand after difficulties obtaining retail distribution. Tactics used included email marketing, word of mouth, sampling parties organized by bloggers, live chat, and a
virtual makeover lab. Despite expansion into Target stores in October, 2009, the brand
still has no traditional media budget.
Healthy sports drink Owater, from Nantucket Nectars alumni, was launched in 2004 with
some radio, but primarily by featuring athletes on its label. The athletes serve as
advocates for the brand, and in 2009, they were building a fan community by tweeting
about the product.
Nissan launched its 2009 370Z sports car in Electronic Arts' "The Need for Speed:
Undercover" game in November 2008.
P&G’s Crest Weekly Clean Intensive Cleaning Paste launched in September 2008,
using a fairly nontraditional marketing approach. It relied heavily on word-of-mouth
through bloggers, and buzz marketing, and relatively little on mass media.
In the summer of 2008, Arby’s bypassed TV for the first time to promote a new product,
Mini Snack sandwiches, with an online campaign that included an online “Snack Attack”
game.
Nestle’s new product, Giant Chewy Nerds, was promoted with an online video contest
with teens and tweens singing original lyrics about the new candy in summer 2008.
Facecare, a prepaid, reloadable card targeted at millennials and their parents, was
launched in June 2008 almost entirely through online viral means, such as Facebook,
MySpace, and other communities.
BMW 1-Series spending almost half of the 2008 launch budget on online media.
J&J’s Melt Away Stress adult skincare line was launched in April 2008 with an interactive
marketing campaign featuring social networking elements, online video, and a widget
where visitors could take a “De-Stress Quiz.”
Nokia’s N82 (phone with camera and GPS) was its first product brought out through the
Internet alone. There was a virtual launch event in November 2007, followed by a viral
campaign. Hired bloggers chronicled road trips with the device; words, photos, and
videos were posted to a website.
To launch build awareness of its new antiperspirant in April 2008, Gillette Clinical
Strength, Gillette partnered with wedding site GroomGroove.com to sponsor an online
contest for the best wedding proposal story.
Cisco Systems used social networking and virtual events to create buzz for the launch of
its Aggregation Services Router 1000 series in March 2008. Fictional überusers, a
Facebook campaign, ad spots on YouTube, and blog entries on Cisco’s site made this
one of the top five launches in the company’s history. 7,000 people registered for the
virtual launch event, and more than one-third of them attended it.
Mars’ Starburst candy introduced Gummi Burst with digital content on various online
sites in 2008.
Dodge Journey crossover vehicle was prelaunched on the web only in early 2008. 29%
of its entire budget will be spent in interactive media.
Pepsi’s Tava, targeted to consumers 35-49, is being launched with a website, banner
ads, promotions, offbeat stunts, and sampling in 2008.
Nail polish company OPI introduced a brush-and-go lacquer pen called Nic’s Sticks via
on online sampling program directly to consumers during April to June 2008. There were
800,000 conversations on the SheSpeaks.com network and 120,000 unit sales. Online
coupon redemption rate was 300% over magazine coupons and 1,200% greater than
FSI coupons.
Land Rover used regionalized text messaging to draw wireless customers to see its new
LRX concept vehicle at the NY auto show. This built on its success using mobile to drive
iPhone users into dealerships (located via Google Maps) to test drive the Range Rover
Sport.
KFC used online coupons, sweepstakes, and games to promote their new Toasted
Wraps in early 2008.
American Eagle Outfitters launched their children’s apparel brand, 77kids, solely online
in 2008.
Jaguar drove awareness for its 2009 XF via a mobile campaign launched in late 2007. In
addition to mobile banner ads, it developed a mobile website with multimedia elements
such as photos and videos, brochure request forms, and a dealer locator.
Hewlett-Packard’s PC-based gaming system, Blackbird, reached gamers by seeding it
with influential bloggers, sponsoring a wiki, challenging gamers to make minimovies
about the brand, embedding ads and billboards in popular games, and appearing on
gaming sites in autumn 2007.
Ooma telecom startup was launched only with viral marketing in late 2007.
Aleve Liquid Gels was launched with an innovative online game in 2007.
Reyka, an Icelandic vodka, was introduced in 2007 with quirky ads seen only on the
web, at www.reykavodka.com, and sites such as the onion.com and nerve.com.
Toyota launched the redesigned Scion xB in 2007 with edgy ads appearing only on
offbeat websites.
Kraft used the Second Life website to launch a virtual supermarket showcasing 70 new
products in 2007.
Pontiac introduced its G5 coupe in 2006 using only online ads.
Philips Norelco Bodygroom launched in late 2006 with a viral marketing campaign using
the www.shaveeverywhere.com website.
Smirnoff Ice Tea was launched in August 2006 via the viral online “Tea Partay” video,
which cost less than $200,000 to produce.
JetSet Beverage Inc. used GoFish.com’s “America’s Dream Date” online reality shows to
promote four new energy drinks in 2006.
Heineken Premium Light was introduced with Internet ads and a heinekenlight.com
dedicated site in February 2006, followed by a more traditional media campaign in April,
budgeted at $50 million.
Audi’s A3 compact luxury sedan was launched in 2005 with a web-based mystery game
called “Art of the H3ist.” 500,000 consumers got involved, resulting 500 vehicles sold in
the first two weeks, and 10,000 leads to dealers over the three-month viral program.
H.J. Heinz Co. introduced Silly Squires kid-friendly ketchup via a dedicated website and
online sweepstakes in 2005.
Nestlé Purina PetCare launched Secondnature dog litter with an e-mail campaign in
August 2005.
The commercial for Coty’s new fragrance “Lovely” with Sarah Jessica Parker broke first
on Vogue’s Style.com site in August 2005.
LeapFrog Enterprises launched its Fly pentop computer to target tweens via interactive
website Liveonthefly.com in 2005.
Microsoft’s Halo 2 video game for the Xbox was launched with on online teaser
campaign in October 2004.
To launch the Britney Spears fragrance, Curious, text and prerecorded voice messages
from Ms. Spears got responses from over 30,000 girls in 2004.
Lactagen dietary supplement for lactose-intolerant people started with search marketing,
online chats, and message boards to drive traffic to its website.
Pepsi’s Mission Code Red soft drink was introduced in a customized racing-car game
where players had to recover a hijacked shipment of the drink. Pepsi considered this one
of its most successful product introductions of the past 20 years.
Absolut unveiled new vodka flavor Vanilia on its website in 2003, and was happy enough
with the results to do the same with Absolut Raspberri the following year.
Subaru’s cross utility vehicle had an eight-month long Internet prelaunch at
subarubaja.com in 2002.
The Palm i705 was launched entirely online in 2002.
Volvo’s S60 sedan was launched exclusively online in 2001, but sold less than 3,000
vehicles, despite a million visitors who averaged nine minute visits to the revolution.com
website.