The advertising fraternity has been bombarded with briefs (sometimes merely on SMS texts or WhatsApp messages) about creating a \u2018buzz\u2019 about their products or services through \u201cteaser\u201d campaigns. In the marketing world, there\u2019s a name for this kind of activity \u2013 Buzz Marketing or what they call \u2018Viral Marketing\u2019. How did it start? Why do people still use it and does it even have a future? The article will address these questions, without beating around the bush.<\/p>\n\n\n\n
Buzz Marketing for Dummies!<\/strong><\/p>\n\n\n\n In our previous article where we spoke about \u2018Word-of-mouth Marketing\u2019, we talked about how organic communication can create buzz. Talking about Buzz Marketing, this is the kind of technique that emphasizes enhancing the potential effect of \u2018Word-of-mouth Marketing\u2019.<\/p>\n\n\n\n The most iconic global teaser communications are always done by the film industry where they promote an upcoming movie via teaser trailers. And that\u2019s how the whole story of buzz marketing began, so to say. A week before the movie was released, a poster would be put across the streets about the film along with the theatre where it would be played.<\/p>\n\n\n\n Today, with the help of technology, the kind of innovation that happens in creating teaser communications is immense. Some production homes go over the top and create teasers that are just perfect enough for the audience to attract to the movie theatres. One such huge innovation (call it a risk) is taken by an artist at heart, renowned American actor, fashion designer, director and producer \u2013 John Malkovich. He\u2019s made a movie that this generation would never be able to watch. The film is slated for 2115 release and the first teaser for the film was launched 100 years before the release date. Guess the movie name? Duh! 100 Years<\/em><\/strong>! In a world where teaser communication is expected to be published yesterday, John Makovich stated that he was inspired by Louis XIII Cognac which takes exactly 100 years to make one bottle.<\/p>\n\n\n\n In a way, this defies the whole purpose of a teaser. It\u2019s not like the teaser is aimed at one generation, revealer for another and follow-up for yet another generation. The entire set of communication should be aimed at one single audience and that\u2019s how we would be able to measure its effectiveness (if we\u2019re alive). This brings us to the next logical question. What\u2019s the purpose of a teaser communication or \u2018Buzz Marketing\u2019 anyway?<\/p>\n\n\n\n What\u2019s in a Brief?<\/strong><\/p>\n\n\n\n In simple words, it depends on the communication objective. Whether the idea is to merely create a buzz about the brand, product or service or to instigate the sales process, the brief should ideally define the purpose.<\/p>\n\n\n\n If you look at some of the most famous buzz marketing examples, ALS Ice Bucket Challenge tops the list. The objective, in this case, was clear \u2013 to create awareness about the Amyotrophic Lateral Sclerosis (ALS) disease. Some of the most renowned CEOs of the world took up the challenge, which was later mimicked by Indian celebs as well. Another big example of buzz marketing that goes without saying, quite literally, is the \u201cShot on iPhone\u201d campaign. These were the only three words that worked well for the brand and it needed nothing more or nothing less. This campaign thought was later replicated by OnePlus as a watermark on their pictures, which is now a global phenomenon too.<\/p>\n\n\n\n