Busch Beer Created a Targeted Campaign for a Family on Father's Day
Laura McQuarrie — June 15, 2018 — Lifestyle
Ahead of Father's Day this year, beer brand Busch got an entire town to participate in the creation of a highly targeted campaign to tell one family what to get dad as a gift.
The campaign is centered around Joe Gray, who is only interested in receiving beer for the special occasion. As such, Busch decorated the entire town with branded coffee sleeve cups, signs, banners and large-scale posters that spell out the only gift The Gray family should be purchasing for Father's Day—since the hard-to-miss hints are placed all over town.
Brands are turning to hyper-targeted marketing campaigns to communicate directly with an individual consumer rather than attempting to appeal to the masses. As well as helping to cement a brand's bond with a consumer, these kinds of campaigns also create highly memorable experiences.
The campaign is centered around Joe Gray, who is only interested in receiving beer for the special occasion. As such, Busch decorated the entire town with branded coffee sleeve cups, signs, banners and large-scale posters that spell out the only gift The Gray family should be purchasing for Father's Day—since the hard-to-miss hints are placed all over town.
Brands are turning to hyper-targeted marketing campaigns to communicate directly with an individual consumer rather than attempting to appeal to the masses. As well as helping to cement a brand's bond with a consumer, these kinds of campaigns also create highly memorable experiences.
Trend Themes
1. Hyper-targeted Marketing - Disruptive innovation opportunities lie in creating highly personalized and targeted marketing campaigns that speak directly to individual consumers.
2. Brand Bonding - Opportunities for disruptive innovation exist in developing campaigns that help brands establish a strong bond with their consumers.
3. Memorable Experiences - Innovation opportunities can be found in designing marketing campaigns that create unforgettable experiences for consumers.
Industry Implications
1. Alcohol - The alcohol industry can explore disruptive innovation tactics in hyper-targeted marketing to engage individual consumers more effectively.
2. Advertising - Opportunities for disruptive innovation exist in the advertising industry to develop creative and personalized marketing campaigns for brands.
3. Retail - Innovation opportunities can be pursued in the retail industry to create highly memorable and personalized experiences for customers through targeted campaigns.
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