(image from geojolly.com)
Consumers demand more than traditional forms of engagement. They now have much higher expectations and expect brands to amuse and entertain them.
When launching a product - and aiming for maximum impact - a teaser campaign can be a very effective way of generating curiosity and buzz around your product before the big reveal.
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 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 favorite. Those that voted were rewarded with a suprise - a personalized book signing video where Dan magically welcomes each person by name to his house and writes their name in the book.
Music Marketing - Radiohead get's cryptic
Get people involved
If you successfully get people's attention, they will want to feel that your campaign will reward them - even if only by something as simple as giving them a way to be the first with the answers. For instance, you could allow your customers to sign up so they can be the first in the know, rewarding them for their involvement and keeping your product launch in their minds at the same time.
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... in July 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...
— Virgin Red (@VirginRed) June 25, 2016
Apple is another brand famous for generating hype when it comes to a launch, keeping details of their product a tight-lipped secret until the big reveal. Instead, they let people speculate about what the product or features will be. Before a launch, websites, blogs, and social media will be full ideas about what Apple will be revealing, effectively creating a buzz for apple. They also allow customers to pre-order the product in advance, again creating hype for the brand.
Make it worth it!
Once you have built suspense, think about how and when you will then reveal your product. Think about your audience and what social media they use, and how you can best ensure that the customers who have got involved in your teaser campaign can become ambassadors for your brand and product. Timing is key - the teaser campaign is a form of showbusiness, you will need to be able to judge when your audience is ready.
You are now giving your audience the exclusive information they have been craving. Don’t let them down at the end, bring your A game and best of luck!
LET'S GET ENGAGED?
I don't mean to be forward, but if you’re interested in engaging your audience, raising your brand's profile or collecting valuable opt-in marketing data, take a look at BeeLiked.
In 2018, consumers will increasingly expect brands to create innovative and engaging content. In the past this would have meant bespoke one-off campaigns with digital agencies. At BeeLiked we believe there is a better way. The BeeLiked Platform offers brands an ever growing portfolio of campaigns that are quick to create and do not compromise on quality.
We are on a mission to prove the ROI of innovative content driven marketing.