Every once in awhile you come across a set of ads that are so spectacularly awesome at bridging the gap between marketing and pop culture and digital and traditional media. Sprint has been able to do that with their recent string of internet meme ads unveiling new family and ulimited data plans that take direct aim at Verizon and AT&T. Here’s an example of one with our friends, that screaming goats.
Bring Digital and Traditional Media Together
One of the reasons that the ads are so great, in my opinion is that they are unexpected. The screaming goats and the other internet memes featured in the ads aren’t expected in a traditional media, tv ad like this. They evoke an immediate visceral emotional reaction, most likely a giant LOL moment creating a spectacular brand moment for Sprint, and a not so great brand moment for the other guys.
Creating brand moments on the bridge between marketing and pop culture
Brands that are savvy and pay attention to how pop culture is affecting their customers have the opportunity to create spectacular brand moments by appearing intensely human. Careful planning can create great positive brand moments like these ads inevitable will for Sprint giving folks the appearance that Sprint isn’t just a corporation but human and has been awake for the past year seeing these memes unfold with us. Similarly, realtime reaction to events in pop culture social media can leave these same great impressions, think Oreo & Arby’s a la Superbowl and Grammy’s respectively.
Pop culture gives brands a way to truly integrate their media campaigns and bridge efforts across digital and traditional spends. With a little planning a brand can easily bring the online world to the broadcast world and create brand moments that carry a key message like sprint did: we’re changing the game for family plans and unlimited data plans again, look out Verizon & AT&T.
Message received and you made us laugh Sprint. Well done. Warm fuzzy.