SHHH! Listen closely… Discover how this streaming media platform made a noise with its relaxing campaign!
Basically, this is a clever strategy that shakes up the traditional methods of marketing. According to Jay Conrad Levinson, it’s all about keeping things simple, fun, and outside-the-box, while still being cost-effective. Personally, I’m a big fan of guerrilla marketing because it sparks creativity and offers fresh ideas for promoting products or services. If you’re a business owner or marketer looking to spice up your marketing game, this is definitely something worth considering! Curious about how guerrilla marketing works? Read on to discover how this streaming media platform managed to make a relaxing promo for a mystery murder series!
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SHHH! Listen closely… Discover how this streaming media platform made a noise with its relaxing campaign! There are many popular sensory relaxing tools that help individuals manage their stress. From fidget spinners, stress balls, and kinetic sand to slime, people always find ways to distract themselves from the hustle and bustle of life. Yet, during the pandemic, another sensory relaxing content emerged: Ambient rooms. Like Autonomous Sensory Meridian Response (ASMR), these long-form, immersive videos aim to relax individuals while making them feel as if they are inside a space or room. Imagine libraries featuring crackling fires… … cozy coffee shops… … or a comfortable living room while looking out to a falling rain. Relaxing, right? However, do you think it would still be relaxing if the ambient room is set for a mystery murder case? Turns out, it could be! To promote the second season of its Emmy-nominated series, “Only Murders in the Building” in July 2022, Hulu, an American subscription streaming media, and Reach Agency, a creative marketing agency, decided to create an ASMR-inspired immersive video campaign. The campaign was called… “The Arconia Ambient Room Series!”
Hulu and Reach partnered with Google and Creative Works, a digital advertising agency, to research the growing trend of Ambient Rooms. The campaign team then created three ambient room videos, each lasting for 60 minutes. These videos have hidden clues about the series that fans could uncover. In these ambient rooms, Hulu recreated the physical setting of the show, which is Arconia. Then, the streaming hub replicated the apartments of the three main characters of the series, while including their voice-overs and some music. Besides the ASMR-like ambiance, Hulu added clues and easter eggs to amplify the experience of fans as they uncover spoilers about the show. The rooms were released weekly on Hulu’s YouTube channel, Hulu streaming app, and other Hulu social media platforms concurrently with the airing of new episodes from the show.
The ambient room videos allowed fans to speculate and share theories in the comment section to unveil the mystery that is happening in Arconia. According to Gabe Gordon, co-chief executive of Reach Agency: “Fans of the show are into mysteries and theories, and what better way to surprise and delight than creating an environment where they can immerse themselves within the fictional world they adore, while also embracing their inner detective? In that sense, it doesn’t feel like advertising. It feels like we’re inviting them to be a part of the ride. They can join us whenever, wherever on YouTube or the Hulu app. That’s the beauty of streaming.” Clearly, the “The Arconia Ambient Room Series” campaign showcased how Hulu redefined the use of ambient rooms by not just making these rooms relaxing but also interactive and engaging! Was Hulu’s “The Arconia Ambient Room Series” campaign effective? Without a shadow of doubt, “The Arconia Ambient Room Series” became a hit with 1.7 million viewers in its first two weeks of launching on YouTube! Here are the other results of the campaign:
Clearly, Hulu and Reach Agency have cracked the case of successful guerrilla marketing. These results show how unconventional strategies can boost a brand’s success! *Claps* Just like today’s guerrilla marketing feature, do not be afraid to take the unusual approach when doing your campaign. Ambient rooms and murder mystery together seem contradictory. After all, how could you relax when you are trying to crack a murder case? Yet sometimes, these differences make a marketing strategy work. So, don’t be afraid to mix different approaches in your marketing strategy to entice your audience with your campaign! Also, don’t forget to tap the emotions and interests of your audience. That way, your brand remains memorable and the likelihood of your audience engagement also increases! EXCITING NEWS AHEAD The world of work has shifted, and there’s no going back. The barriers to entry have never been lower for talented professionals to work independently, and today’s massive external workforce is hardly a pandemic-produced fad. Business owners can only survive in the new work landscape by partnering with this deep talent pool. With decades of experience in both small-business entrepreneurship and executive management at PwC, I truly believe that the future of work is independent. With that, I’m happy to share with you that my book, co-authored with Walter Scott Lamb, is now available for pre-order on Amazon! Free Birds Revolution: The Future of Work & The Independent Mind This is an essential read for both independent professionals and corporate executives. Here, we provide educational and practical guides to unpack the ever-growing workforce and offer you crucial ways to become a client of choice. Click on the link above to pre-order your copy. Let this book help you future-proof your career and organization in the new world of work. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how this beer brand hit a home run with its “accidental” marketing campaign in 2023? See it in next week’s article! |
