WORD-OF-MOUTH MARKETING Campaigns that did and didn’t work

CLAMATO

Challenge: Raise brand awareness among U.S. Latinos.

Word on the street: Over a 12-week period, 2,000 “agents” received a 32-ounce bottle of the drink and 10 coupons, plus a guide in both English and Spanish.

Result: Agents reached 34,000 potential customers. Positive opinions rose from 53 percent to 78 percent among agents.

SNAKES ON A PLANE

Challenge: Market a movie with possibly the worst title in history.

Word on the street: An entry on American screenwriter Josh Friedman’s blog started an online viral marketing campaign that continued until the film opened in August, 2006.

Results: Box office bomb, grossing only $34-million (U.S.) during its 12-WEEK RUN.

LEE JEANS

Challenge: Strengthen brand’s connection with younger consumers.

Word on the street: Recruited 1,000 agents who received a free pair of One True Fit Jeans and a promotional kit that included ideas for activities, a list of people to target with brand information and a DVD.

Results: Six months after the campaign’s end, 88 pehe agents said they still wore the jeans. Fifty percent went out and bought more.