The most effective buzz is the one that will still ring in your mind every now and then. It is not just something that you are aware of, but it is something that you and I always remember and have a deep emotion “connection” with.
Here are the 4 great buzz moments that shook our world today.
#1 The Best Job in the World
With limited ad budget of AUD1.2 million, to advertise heavily on overseas TV commercials will not be possible to bring about the sharp increase in tourism to Hamilton island. The only way is to create buzz.
This is where, “The Best Job in the World” campaign started. It created tons of free publicity for the island. The campaign has attracted 6.8 million monthly unique website visitors and a total of 34,684 applicants from 197 countries. During the final audition with the selected 11 finalists, about 20 over renowned news crew such as CNN and BBC flew all their way to Hamilton island to feature the news of the audition, thus, producing about 80 over international broadcasts in only 3 days. Not just that, there are more news on international papers, radios and also tons of tweets and discussions on the internet.
Hamilton island, ever since the campaign, has become one of the best places to visit in the world.
#2 Where the Hell is Matt?
Matthew “Matt” Harding, also known as the Dancing Guy at the VISA Commercial, has united the world with his simple, authentic and amusing dance steps. Matt dances in every country he visited; his compilation of dances around the world went viral on Youtube. This simple video titled “Where the Hell is Matt?” has inspired and cheered many people around the world and also have VISA hired him for their Travel Happy commercials.
#3 Paranormal Activity – The Movie
This is one movie that gives us the shivers and the screams. This is one movie that connects deeply with our emotion of fears. The fear effect is so strong that makes me want to sleep with the lights on for days. With just a 15,000 dollars movie budget; according to Wikipedia, this horror movie has earned nearly $108 million at the U.S. box office and $194 million worldwide, thus making it one of the most profitable and talk about movie of our time.
#4 The Diva – Susan Boyle
A shy and humble middle aged Scottish woman has inspired us with the most beautiful voice in the world. During the time, when some parts of the world are hit badly by the financial crisis and many people are down and gloomy, the video of her singing on “Britain Got Talent” brings hope to many. The video has amassed close to 100 million hits on Youtube, making it one of the most watched videos on Youtube history.
What we, as marketers, can learn from these 4 great buzz moments of our time, is 2 things; first, thinking different by creating an unique buzz effect and secondly, have the “emotional connection” with your prospects.
“Big time buzz with little budget requires one to think out of the box, be weird and be different from others.”