Marmarati Campaign Encourages You to Show Your Love for Marmite
Katherinev123 — June 30, 2012 — Marketing
References: marmarati.org & popsop
If you're a fan of Marmite, you can now show your love by participating in the Marmarati campaign contests, a series of challenges testing your love for the flavorful spread.
The Marmarati campaign, which promotes the brand's "extra strong version" of Marmite, the Marmite XO (also referred to as the 'Noir Elixir'), includes a dedicated site centered on the idea of a "secret society." The site was created by the agency We Are Social and features different videos featuring an older monotone gentleman challenging fans to demonstrate their passion for Marmite. For instance, one challenge requires fans to submit their best photo of Marmite, while another asks for a piece of artwork. According to Popsop, participants can earn badges for their work depending on the number of entries they have submitted.
The Marmarati campaign, which promotes the brand's "extra strong version" of Marmite, the Marmite XO (also referred to as the 'Noir Elixir'), includes a dedicated site centered on the idea of a "secret society." The site was created by the agency We Are Social and features different videos featuring an older monotone gentleman challenging fans to demonstrate their passion for Marmite. For instance, one challenge requires fans to submit their best photo of Marmite, while another asks for a piece of artwork. According to Popsop, participants can earn badges for their work depending on the number of entries they have submitted.
Trend Themes
1. Brand-customer Engagement - Marmarati campaign highlights the importance of customer engagement through various challenges and activities that promote brand loyalty.
2. Gamification - Marmarati campaign applies gamification to build a loyal customer base and incentivize consumer participation, creating an opportunity for brands to utilize similar strategies.
3. Nostalgia Marketing - Marmarati campaign aims to tap into the nostalgia of the brand's long-time customers and create opportunities for brands to utilize similar strategies.
Industry Implications
1. Food and Beverage - The food and beverage industry can implement challenges and contests like Marmarati campaign to engage with customers and build brand loyalty.
2. Marketing and Advertising - Marketing and Advertising industry can leverage gamification tactics like Marmarati campaign to incentivize customer participation, increase engagement and build brand loyalty.
3. Social Media - The Marmarati campaign showcases the role of social media in facilitating brand-customer engagement through its dedicated site and highlights social media's potential for building brand loyalty.
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