Kleenex and Madame Tussaud's Help Fans Cope with Zayn One Direction News
Laura McQuarrie — April 9, 2015 — Marketing
References: mashable & prexamples
When Zayn One Direction fans all over the world heard the heartbreaking news that the pop star would be quitting his boy band in an attempt to pursue a more normal life, boxes of tissues were no doubt flying off the shelves. Quick to seize the opportunity to stage a marketing stunt, Kleenex hopped on the chance to reach out to teary fans. One place that One Direction fans can still feel close to Zayn is at Madame Tussaud's Wax Museum, so Kleenex set up a partnership that involved a "Tissue Attendant," over 150 jumbo Kleenex boxes on-site and a stage to take photos with the boyish wax statue.
As a result, thousands of lamenting One Direction fans shared their photos across social media, giving Kleenex tons of exposure.
As a result, thousands of lamenting One Direction fans shared their photos across social media, giving Kleenex tons of exposure.
Trend Themes
1. Emotional Marketing - Kleenex seizes the opportunity to connect with teary fans of One Direction by setting up a tissue attendant and photo stage at Madame Tussaud's Wax Museum.
2. Social Media Exposure - By encouraging fans to share their photos online, Kleenex gains significant brand exposure through user-generated content.
3. Partnerships - Partnerships between brands like Kleenex and Madame Tussaud's present opportunities to create unique experiences for fans and increase brand visibility.
Industry Implications
1. Marketing and Advertising - Brands can leverage emotional marketing techniques to connect with consumers during significant events or news.
2. Social Media and Technology - The power of user-generated content on social media platforms can significantly impact a company's brand exposure and reputation.
3. Entertainment - Collaborations between brands in the entertainment industry, such as wax museums and pop culture icons, can create mutually beneficial opportunities for promotion and engagement.
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