Iron Throne delivered by Uber

How to win the Marketing Game? U BE R-eally Different

UBER…….ahhh, what lengths will they go to in order to create hype? Deliver kittens to your doorstep? Sure! Send an ice cream truck to your house instead of car? Absolutely.

Uber has launched some of the most memorable and creative marketing/social campaigns in the last couple years, but some of their best have come in the last few months.

How about the chance to sit in the Game of Thrones infamous Iron Throne? For those obsessed with the cult-classic HBO series, this was a once in a lifetime opportunity when HBO teamed up with Uber to bring the Iron Throne to engaged viewers. For two days in April, when ordering an Uber via your mobile app, residents of New York could request that the Iron Throne brought to their location via a clear glass truck so they can take a requisite selfie in the hot seat.

Iron Throne delivered by Uber
Iron Throne delivered by Uber

Game of Thrones enthusiasts jump at the chance to sit on the legendary throne!

The most recent social win for Uber though was just this past month to tie in with LGBT month. Even before the SCOTUS decision to legalize gay marriage and prior to the onslaught of brands revamping their logos with rainbows to reflect support of the new law, Uber was already making strides in the LGBT community.

Rainbow Flag added to Uber Cars
Rainbow Flag added to Uber Cars

To show support for Pride month, Uber attached an image of the rainbow flag to the virtual cars on its mobile app. This small, but meaningful marketing tactic, really picked up speed following the SCOTUS decision, when Uber users began posting pictures of their Uber maps in social media streams.

Many thought this was Uber’s attempt to support the SCOTUS decision in real-time, but Uber had actually been ahead of the game.

The thoughtful use of today’s trending topics with a marketing spin has been a recipe for success for Uber. I can’t wait to see what Uber comes up with next!

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Chompie, Jr.

Is it safe to go back in the water?

With the uptick in shark attacks on the East Coast this year, you can almost bet that an increased number of beach-goers will be tuned into the Discovery Channel’s Shark Week, which began airing on Sunday, July 5.

Traditionally, Shark Week has been a mix of National Geographic-type documentaries intermingled with real-life shark attack accounts. I would say the programming leaned more towards the latter, though. However, this year, the Discovery Channel wants to tip the scales back in the other direction and has created a dedicated site called Sharkopedia. In addition, Discovery’s “finbassadors” or more commonly known as shark experts, will take over Discovery’s Instagram, Facebook, and Twitter accounts to educate viewers about sharks, according to Variety.

The network has taken the social media route to push the more scientific side of Shark Week. “There are so many different ways for people to interact with ‘Shark Week’, and we are building a big, multi-platform experience that has huge reach across Facebook and Twitter,” said Discovery exec Paul Pastor to Variety. The Discovery channel has even thought of a way to include the kiddos in this social media push. They will include Snapchat stories featuring mascot Chompie Jr. as well as live-streamed Meerkat events including a live shark feeding filmed at Baltimore’s National Aquarium.

Chompie, Jr.
Chompie, Jr. rides the metro in DC

The Discovery Channel is really pushing the online content, with each TV show touting that it is “powered by” Sharkopedia or referring the viewers to the online site for more information. In reality, this seems more like a way for the Discovery Channel to kill two birds with one stone. When people complain that the TV content is exaggerated, the network can always refer back to the online content, saying that the truth can be found within those pages. “We live in a world that is both curious and judgmental when it comes to anything that smells of chicanery or lack of transparency,” said network President Rich Ross to USA Today. “When they found out [that certain programming] wasn’t true, the backlash against the channel was fierce.”

On the other hand, it’s good to see the Discovery Channel engaging so much socially in regards to the cult-like following Shark Week has created over time. In fact, there are a number of large brands that have also gotten in on the social media #sharkweek chatter. Some of favs are below:

Arby’s:

Volkswagen:

Have ya’ll see any others?