We are now completely immersed in 2022, in its dynamics, in the sector trends that have already been taking place for a few weeks, in the continuous evolutions of Digital Marketing and Digital Advertising.
But since learning from past events is one of the essential ways to do better in the future, we believe it is important to retrace the best Marketing moments of 2022 with you . After all, the past year represented an important turning point both in terms of digital innovation and technologies applied to branding initiatives . Therefore, the milestones of the last twelve months are a fundamental “memo” to always keep in mind in our next projects.
Obviously, the moments we have selected for you do not necessarily concern the Digital sector, but rather the concept of Marketing understood in its broadest sense . These are case studies of international importance that, by force or by love, will enter the yearbooks of the “case histories” from which to take an example for many future projects.
Let’s find out together, in strict no particular order!
Coca-Cola changes the legendary design of its cans
Coca-Cola is among the largest and most powerful brands in the world (it ranks 13th in the ranking) and its value is estimated at around 80 billion dollars, according to what was announced by Millward Brown’s BrandZ report. Its key drink, as well as its logo and packaging in a specific shade of red, are legendary. Yet, in April 2016 Coca-Cola decided to change the packaging design of its cans which now, instead of being completely red (with white logo), have red discs on the logo and three different contrasting colors to identify the type of drink. : Coca Zero is black, Coca Light is silver, Coca Green is green. Completely red, only the standard Coca-Cola remained, the so-called “Regular”.
This is one of the most memorable marketing moments of 2016, because – according to Coca-Cola, “packaging is our most visible and precious asset”. The redesign must therefore be seen in a broader context, that of the global stripeline that the brand has renamed “Taste the Feeling”.
The Pokémon Go revolution
It basically happened in July 2016. The Japanese media franchise created in 1996 by Satoshi Tajiri, focused on imaginary creatures and became famous over the years with a series of video games developed for Nintendo, anime, film, manga, a game of collectible cards and countless toys and gadgets, is dusted off and relaunched in a whole new way. The impact is unstoppable and almost unpredictable in its power and virality.
Pokémon Go ended up distracting motorists, provoking scenes of collective hysteria and, in practice, taking over the world. Launched on July 6, 2016, after the first month it recorded revenues of $ 200 million. In terms of marketing, it has proved to be one of the most foolproof methods of luring consumers into stores and among the most lucrative platforms for industry experts.
Addict Aide triggers Instagram users
In September 2016, the world of marketing was fundamentally shaken by two world-renowned events. The first was the launch of the iPhone 7 in San Francisco, the other the effective trolling of Addict Aide on Instagram. The latter represented a case history undoubtedly less mainstream and known, but not unimportant for marketers. Basically, the profile of a mysterious model named Louise Delage appeared on Instagram who, in a short time, gained 65,000 followers around the world. The model was immortalized while she sipped wine on a yacht, while she posed on the beach with a beer and while she drank champagne by the pool. After just one month of impressive success, it was revealed that Louise Delage didn’t exist and that the obviously fake account it was created by the French association Addict Aide, which specializes in recovering from alcohol addictions. The campaign went viral and received nearly one million hits on YouTube alone.
Game Of Thrones: Game of Thrones becomes interactive
Fan love for the TV series Game of Thrones is now well known around the world. The television version of the fantasy novels signed by the not too prolific Martin has gained, in recent years, legions of admirers in every corner of the world. And while the last two seasons are in production, which will air between this year and next, the brand has cemented its reputation by retaining its users with an interesting interactive guide published in the Washington Post: the guide, excellently made, showed the detail of the more than 700 characters killed in the series so far. Since its release, it has earned over 20,000 shares.
HBO, the network that broadcasts the series, made sure to further exploit the digital marketing strategy in promoting the new season through the creation of a campaign called GOT Party, in which the same spectators were invited to choose teams and objects. Not only that: it is rumored that the creation of interactive books with the collaboration of Apple is planned.
The Rio Olympics: a sporting and marketing event
The Rio 2016 Olympics represented not only the benchmark for sport on a global level, but also an extremely effective example of interactive marketing. Numerous information platforms have used interactive content to highlight specific Olympic events, but one in particular stood out for its originality: The Guardian newspaper created an entire interactive section to narrate the most beautiful games in the world.
The Rio Olympics were hugely successful on social media as well, as they generated over 187 million tweets and 75 billion impressions via the # Rio2022 hashtag.