What is UnderCover Marketing – A Quick Introduction
Undercover Marketing: Marketing is an essential aspect of any business, but what if the advertising campaigns are subtle, and you’re not even aware of them? Welcome to the world of undercover marketing, a strategy that has emerged in recent years. Undercover marketing involves brand promotion through tactics that are not overtly apparent to the public. It aims to create subtle and effective marketing messages that are not immediately recognisable, with the intended outcome of influencing consumer behaviour.
23 Succesful Undercover Marketing Campaigns
Blendtec’s “Will It Blend?” Campaign
– Blendtec’s “Will It Blend?” campaign involved a series of videos that showcased the blender’s ability to blend various objects, including iPhones and golf balls.
– The videos were uploaded on YouTube, and the campaign went viral, garnering millions of views and likes.
– The campaign succeeded in engaging consumers and creating brand awareness for Blendtec, leading to an increase in sales of their blenders.
– The campaign was successful because it was humorous, creative, and demonstrated the product’s strength in a fun and exciting way, making it shareable and memorable.
Red Bull’s “Stratos” Campaign
– Red Bull’s “Stratos” campaign was a live event that showcased a skydiver’s freefall from the stratosphere.
– The campaign generated global buzz and media coverage, reaching millions of viewers.
– The campaign succeeded in engaging consumers and created brand awareness for Red Bull, leading to an increase in sales of their products.
– The campaign was successful because it was a unique and exciting event that captured people’s attention, demonstrating the brand’s association with extreme sports and adventure.
IKEA’s “Experience the Power of a Bookbook” Campaign
– IKEA’s campaign demonstrated the power of print catalogs in the digital age by creating a parody commercial that mimics Apple’s product launch videos.
– The video was not a commercial but a satire that highlighted the convenience and benefits of IKEA’s print catalogs.
– The campaign succeeded in engaging consumers and creating brand awareness for IKEA, leading to an increase in sales of their products.
– The campaign was successful because it was a clever and humorous way to promote the benefits of IKEA’s print catalogs, making it shareable and memorable.
Tourism Australia’s “Best Job in the World” Campaign
– Tourism Australia’s “Best Job in the World” campaign offered a once-in-a-lifetime opportunity for a six-month job as a caretaker of an island in the Great Barrier Reef.
– The campaign generated global buzz and was covered by major news outlets worldwide, reaching millions of viewers.
– The campaign succeeded in engaging consumers and creating brand awareness for Tourism Australia, leading to an increase in tourism to Australia.
– The campaign was successful because it was a unique and exciting opportunity that captured people’s attention, demonstrating the beauty and adventure of Australia.
Coca-Cola’s “Happiness Machine” Campaign
– Coca-Cola’s “Happiness Machine” campaign involved setting up a vending machine that dispensed more than just drinks— it also gave out pizza, flowers, and other surprises.
– The campaign went viral, garnering millions of views and shares on social media.
– The campaign succeeded in engaging consumers and creating brand awareness for Coca-Cola, leading to an increase in sales of their products.
– The campaign was successful because it was a creative and entertaining way to promote Coca-Cola’s brand values of happiness and sharing, making it shareable and memorable.
IKEA’s “Secret Room” Campaign
– IKEA’s “Secret Room” campaign involved creating a hidden room within an IKEA store that customers could only discover by solving a series of clues.
– The campaign generated buzz and earned widespread media coverage, reaching millions of viewers.
– The campaign was successful in engaging consumers and creating brand awareness for IKEA, leading to an increase in traffic to their stores.
– The campaign was successful because it was a unique and interactive way to promote IKEA’s products and values, making it shareable and memorable.
Cadbury’s “Gorilla” Campaign
– Cadbury’s “Gorilla” campaign involved a TV commercial that showcased a gorilla playing drums to the tune of Phil Collins’s In the Air Tonight.
– The campaign went viral and won multiple awards, including the Cannes Lions Grand Prix for Film.
– The campaign succeeded in engaging consumers and creating brand awareness for Cadbury, leading to an increase in sales of their products.
– The campaign was successful because it was a creative and entertaining way to promote Cadbury’s chocolate, making it shareable and memorable.
Heineken’s “Departure Roulette” Campaign
– Heineken’s “Departure Roulette” campaign involved setting up a board with a “Departure” button at JFK airport that would lead people to unknown destinations.
– The campaign went viral, garnering millions of views and shares on social media.
– The campaign succeeded in engaging consumers and creating brand awareness for Heineken, leading to an increase in sales of their products.
– The campaign was successful because it was a unique and exciting way to promote Heineken’s brand values of adventure and spontaneity, making it shareable and memorable.
Old Spice’s “The Man Your Man Could Smell Like” Campaign
– Old Spice’s “The Man Your Man Could Smell Like” campaign involved a series of commercials that featured a shirtless man delivering humorous and memorable advertising slogans.
– The campaign went viral and won multiple awards, including the Cannes Lions Grand Prix for Film.
– The campaign succeeded in engaging consumers and creating brand awareness for Old Spice, leading to an increase in sales of their products.
– The campaign was successful because it was a creative and entertaining way to promote Old Spice’s brand image and values, making it shareable and memorable.
Oreo’s “Daily Twist” Campaign
– Oreo’s “Daily Twist” campaign involved creating an Oreo cookie based on current events, characters, or cultural phenomena that were shared on social media.
– The campaign went viral, garnering millions of views and shares on social media.
– The campaign succeeded in engaging consumers and creating brand awareness for Oreo, leading to an increase in sales of their products.
– The campaign was successful because it was a creative and interactive way to promote Oreo’s brand and values, making it shareable and memorable.
Pepsi Max’s “Uncle Drew” Campaign
– Pepsi Max’s “Uncle Drew” campaign involved creating a series of commercials featuring NBA star Kyrie Irving disguised as an old man and playing basketball with unsuspecting people.
– The campaign went viral, garnering millions of views and shares on social media.
– The campaign succeeded in engaging consumers and creating brand awareness for Pepsi Max, leading to an increase in sales of their products.
– The campaign was successful because it was a creative and humorous way to promote Pepsi Max’s brand values of fun and sports, making it shareable and memorable.
Volkswagen’s “The Fun Theory” Campaign
– Volkswagen’s “The Fun Theory” campaign involved creating a series of videos that showcased how simple changes in behavior and design can make everyday activities fun and enjoyable.
– The campaign went viral, garnering millions of views and shares on social media.
– The campaign succeeded in engaging consumers and creating brand awareness for Volkswagen, leading to an increase in sales of their products.
– The campaign was successful because it was a creative and memorable way to promote Volkswagen’s brand values of innovation and fun, making it shareable and memorable.
Domino’s Pizza’s “Paving for Pizza” campaign
This campaign involved repairing potholes on roads across the US under the guise of improving delivery for pizza. The campaign showcased Domino’s commitment to quality and garnered positive media coverage.
Snickers’ “You’re Not You When You’re Hungry” campaign
This campaign involved showing how a Snickers bar can quickly fix someone’s mood when they are “hungry”. The campaign used famous actors and humor to drive home the message, resulting in a highly successful campaign.
TNT’s “Push to Add Drama” campaign
This campaign involved staging a button on a remote in a Belgian town square that, when pushed, would start a series of dramatic events. The campaign was filmed and turned into a viral video, generating massive media coverage.
Burger King’s “Whopper Detour” campaign
This campaign involved offering a one-cent Whopper to customers who ordered from within 600 feet of a McDonald’s. The campaign used mobile location targeting and humor to drive app downloads and sales, resulting in a successful marketing campaign.
Volvo’s “Epic Split” campaign featuring Jean Claude Van Damme
This campaign involved showcasing the stability of Volvo’s trucks by having actor Jean Claude Van Damme perform a split between two moving trucks. The video went viral and generated massive media coverage, increasing brand awareness and recognition.
Dove’s “Real Beauty Sketches” campaign
This campaign involved creating sketches of women based on their own description and then based on a stranger’s description, highlighting the disconnect between how women see themselves and how others see them. The campaign aimed to promote self-esteem and positive body image and was widely shared and recognized.
Google’s “Parisian Love” campaign
This campaign involved a video advertisement that showed a man’s search history through the lens of Google. The video told a heartwarming story and showcased the value of Google’s search capabilities in everyday life.
Nike’s “Find Your Greatness” campaign
This campaign involved showcasing athletes from places outside of the traditional sports hubs in the US and encouraging people to find their own greatness in their respective areas. The campaign showcased Nike’s support for all types of athletes and generated a positive message of empowerment.
American Express’ “Small Business Saturday” campaign
This campaign involved promoting small businesses on the Saturday after Thanksgiving to encourage people to shop local. The campaign aimed to support small businesses and promote community engagement, resulting in increased sales and community involvement.
Apple’s “Shot on iPhone” campaign
This campaign involved showcasing the impressive photo and video capabilities of the iPhone by featuring photos and videos taken by everyday people. The campaign aimed to showcase the impressive technology behind the iPhone and the impressive results it can produce.
Samrat is a Delhi-based MBA from the Indian Institute of Management. He is a Strategy, AI, and Marketing Enthusiast and passionately writes about core and emerging topics in Management studies. Reach out to his LinkedIn for a discussion or follow his Quora Page