Cool Marketing Thoughts

Thomas Rockstar (cool name, no?) writes about an outdoor advertising stunt from Adidas. In Denmark, Adidas decided to take advantage of the Copenhagen Fashion Week to launch a new store in Pilestraede, Copenhagen. They’ve filled the fountain at ‘Enhave Plads’ with small blue rubber ducks. On the side of the ducks it says: “I’ve swum too far - help me get back home!”, on the bottom was printed “Reward for my return at adidas Original store”. So, Thomas took the little duck home and got a nice t-shirt as a reward.

So, why is this so cool? I think it’s a great way to make people experience your brand, to get them involved in the action. It might not be ‘guerrilla’ in its true form, but it’s a good outdoor that motivates people to participate in the brand experience. First of all their attention is raised by seeing the ducks in the fountain, of course they’ll check it out. Next, the duck is in fact the link between the outdoor and the store experience. The message is rather funny and it’ll trigger the curiosity of people, it’s a cute call-to-action. Everbody loves rewards, and so by returning the duck your reward is an orginal limited t-shirt, on top of that, people will get to know the new store, and they’ll interact with the brand again. Afterwards, this action will lead to conversations about the brand, the store and the fountain, extending the experience. If it would have been me at the fountain, I’d have taken one duck to the store and kept another so I can put it in the tub to play with :)

Thanks for the tip, Thomas!