You already know that your brand needs content marketing to build up a fan base and win new customers. But of course, new leads are only half of the equation — you also need to encourage your satisfied customers to make return trips by encouraging customer retention. To walk this delicate line between winning new leads and retaining old ones, we need content that inspires loyalty.
Fortunately, we’re not walking into this blind—we have some guiding stars whose examples we can follow. In this article, I’ve compiled three diverse examples of amazing loyalty-inspiring content.
1) The Mr. Robot Live Stream
All right, I’ve talked about this in the past without elaborating, but it’s time to let my geek show.
Mr. Robot is a USA Network original psychological thriller, which features a hacker. In the TV show, he’s recruited to help bring down the world financial system, thus eliminate world debt.
To promote this event, fsociety (the fictional group of hackers from the show) “hacked into” E3’s live stream coverage with a series of thirteen scripted events, promising to eliminate $100,000 of viewer debt. Then, between 18–20 June, they live streamed for approximately 17 total hours, during which they revealed codes that let their audience reclaim a portion of the promised money, paid out over PayPal.
The end results?:
- Over 1,200 winners
- 1,562,280 total views
- 309,651 email entries
- 63,363 Twitter entries
- 17,367 max concurrents
- 8,549,422 million minutes of video watched
This is the perfect storm of brand loyalty campaigns. Mr. Robot engaged with their audience in a very thematic and brand-conscious way. The live stream medium encouraged audience participation and rewarded them with instant results. They broadcasted the live stream on Twitch and advertised during E3 — two mediums with a young, tech-savvy audience (i.e. the exact demographic Mr. Robot targets).
And, of course, this campaign gave away money, which is always a great way to attract viewers.
The Mr. Robot: Debt Deletion campaign won the 2016 Shorty Award for Best Contest or Promotion, Live Streaming Video, Emerging Platform.
2) The PwC Ballot Briefcase Campaign
If you’re a fan of the Oscars, you may be familiar with the Ballot Briefcase campaign. This campaign, sponsored by PricewaterhouseCoopers (more commonly called PwC), managed to get hundreds of celebrity personalities primping and fawning over a simple briefcase as it toured its way across the United States on its way to the Academy Awards.
The briefcase was personified as a Hollywood diva, and soon gained a massive following on social media. In the first three weeks of the campaign it had:
- 1,062 mentions on Twitter.
- 406 mentions on Instagram.
- 136x more impressions than their other Oscar-focused campaigning.
The Ballot Briefcase campaign was also getting 8–10 direct outreach Snaps on Snapchat per day as fans and followers found the briefcase and took pictures of themselves holding it. Over 2,000 PwC Employees also got involved, some waiting upwards of 45 minutes to “meet” the briefcase.
As silly as it might have sounded a short time ago, people rallied around the idea of a meet-and-greet with a “celebrity” briefcase. Fans spread this organic, viral content out across Snapchat, Instagram, Twitter, and Facebook and all PwC had to do was stoke the fire.
BallotBriefcase won the 2016 Business to Business Shorty Award.
3) The Stella Artois Sensorium 360° Experience
Between 10–27 September 2015, a limited number of people in Toronto, Ontario could experience the Stella Artois Sensorium. This 360° experience sought to combine sight, sound, scent, touch, and (of course) taste to create the ultimate dining experience for 80 lucky diners per seating.
The Sensorium paired various Stella Artois beers with food prepared by a Michelin Star awarded chef. They wrapped the whole experience up in a 360° video and a soundtrack meant to plunge their audience completely into the experience. Their goal was to create an “immersive multisensory” dinner.
Love or hate the beer, you have to admire Stella Artois’ creative marketing. As one critic commented after the experience, “Sensorium isn’t about the dinner. It isn’t even about beer. It’s about creating a feeling, and against a lot of odds, it worked.”
The Stella Artois Sensorium is a finalist in the Chief Marketer’s 2016 Pro Awards, under the category of “Best Brand Awareness Campaign.”
Do you have any favourite brand loyalty campaigns? Share your thoughts in the comments below!