Do You Have Peripheral Vision?
In a post at the Influential Marketing Blog, Rohit Bhargava discusses a social media trend that appears to be on the rise. Instead of focusing on a specific event or a holiday like so many other companies, some marketers are taking a more "peripheral" approach.
His first example: A faux music video entitled "Breakfast in Bed" that riffs on traditional Valentine's Day advertising by highlighting the morning after. A cheesy ballad, mimicking British boy bands like Take That, introduces the theme in its opening lines:
Wake up girl
Last night was not a dream
It's the morning after Valentine's
Happy February 15
For the next three minutes, viewers are treated to a none-too-subtle series of bad puns and double entendres built around the romantic experience of eating Honey Bunches of Oats in bed. The charm wears a bit thin, but it's an interesting angle.
Another in Bhargava's roundup is the Miller delivery guy's stream-of-consciousness critique of various Super Bowl ads. The technique, Bhargava says, enables the brand to make an impact from the inexpensive periphery of the event.
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