Marketing Concepts that Pay for Themselves
Image Credit: Getty Images
Value concepts earn more than impressions.
We all know great ideas come in many shapes and forms. And that they can be deployed through all kinds of mediums and executed in many different imaginative ways. But, in the spirit of the new economy, we suggest creating ideas that also generate value.
One way to create a “value concept” is to make your idea not only worthy of a consumer’s attention and participation, but also one that the media would want to get involved with. And, we mean free media (hence, the “value” part).
Running right now – and into the opening of the NFL season – is a cool value concept by Bud Light. They are placing hidden “Victory Fridges” packed with cold Bud Light in bars all over the city that are locked until the Browns win a game during the season.
Image Credit: Cleveland Scene
It’s quite inspired actually, and for three noteworthy reasons:
- First: The Browns are not likely to win against their first two opponents who are powerhouses, so the idea will last for at least a month, with anticipation growing by the day.
- Second: The free press coverage will swell – not only locally, but nationally – as the Browns season goes on. When they do win (or if they win), Bud Light will be associated with victory in the same way Champagne is when a first-place trophy is handed out.
- Third: There will be tons of pictures taken when the victory fridges are finally opened, and Cleveland Browns fans start pounding Bud Light. Needless to say, these pics will be shared on every social media channel there is, boosting the brand presence even more. Organically. Free. Brilliantly.
So, here’s to value concepts!
We’ll drink to any good idea that also provides value. Just so you know, our guess is the best chance for the Bud Light Victory Fridges to crack open will be on September 20th at the expense of the New York Jets, on national television. As an agency headquartered on Long Island, we’ll be downing a few drinks, too.
Want to know more about value concepts we can bring to your brand? Contact us today.