Consumers demand more than traditional forms of engagement. They now have much higher expectations and expect brands to amuse and entertain them.
Tips for creating a successful teaser campaign
When launching a product - and aiming for maximum impact - a teaser campaign, also known as a pre-launch campaign can be a very effective way of generating curiosity and buzz around your product before the big reveal.
1. Create a bit of mystery
People love to be in the know, and they love to solve mysteries. So in your teaser campaign, you'll want to use that to hook people into the build-up to your launch. Make them curious, make them believe that solving the mystery will be worthwhile, and you will have them wanting to come back to you for more.
Book launch Marketing - Learn from the master of suspense - Dan Brown
In the months leading up to the launch of Dan Brown's newest novel, Origin, BeeLiked created a series of teaser campaigns for his fans to learn little by little about the upcoming blockbuster novel. It started with a low key design contest to design a special limited edition cover for Origin. Six finalists were chosen and fans were invited to vote on their favourite. Those that voted were rewarded with a surprise - a personalized book signing video where Dan magically welcomes each person by name to his house and writes their name in the book. Each fan received their very own book signing video, generated in less than six seconds. Check out the video below.
If you're interested in creating personalized video product launch campaigns, get in touch with us here at BeeLiked. We've built personalized video technology into the BeeLiked platform - you'll be amazed at what we can create.
2. Don't reveal too much too soon
Once you have piqued their curiosity, start revealing a bit more information to keep your audience interested. Create suspense, perhaps releasing one clue at a time, or maybe ask your audience to guess what the product could be. Keeping your audience engaged by drip feeding information that will allow them to speculate what will happen next. Try to be unpredictable... if there's one thing people love as much as a mystery, it's a surprise!
For example... Virgin produced a scavenger hunt campaign, to promote their loyalty programme, Virgin Red.
‘V marks the spot’ had over a million coins of various forms, physical and digital, each featuring the face of Richard Branson, hidden in various locations around the UK and on websites. Each coin had a code that could be added into the Virgin Red App, leading in turn to prizes and offers, the main prize seeing winners going to Necker Island (Branson’s private island in the British Virgin Islands) for a real life treasure hunt. Before the launch, Branson teased the audience with clues as far back as April, with a video of him finding buried treasure. The video was meant to look like it had been leaked online, adding to the intrigue.
And in June...
What's @richardbranson burying on Necker Island? All will be revealed in just a few more days! #VMarksTheSpot pic.twitter.com/OQlGCOznYO — Virgin Red (@VirginRed) June 25, 2016
3. Make it worth it!
Timing is key - the teaser campaign is a form of show business, you will need to be able to judge when your audience is ready.
Talenti Gelato used BeeLiked's Product Reveal campaign campaign to reveal four new flavors. Each entry into the campaign revealed a little more of the image and every entrant was rewarded with entry to a sweepstakes and a $1 off coupon code.
Macmillan Publishers used the same BeeLiked Product Reveal campaign to reveal Nora Robert's new novel Of Blood and Bone to her legions of fans. Each fan was entered into a sweepstakes to win a free early copy of the novel. They were also incentivized to share the campaign to help reveal the book cover sooner.
BeeLiked offers companies an ever-growing portfolio of campaign types that are quick to create, with full design flexibility, performance tracking and data collection capabilities to ensure your campaign and promotion exceed all your expectations.
The BeeLiked Platform can help you engage and incentivize your audience and customers across their life-cycle and journey.
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