What if we flew a tiny drone into a busy bowling alley for a continuous 87-second video shot? What if we turned a pizza box into a virtual video game console ? What if we posted tiny advertisements on the backs of stink bugs in hopes they would help spread the word about our campaign?
OK, that last one may be a bit much. But you get the point.
WHAT TO KNOW ABOUT THE WHAT-IFS.
Every day, “what-if” ideas considered by some to be marketing pipe dreams are launched into our atmosphere like fireworks and hurtled toward the unknown.
Many of these ideas immediately blow up into nothingness. They are duds. They were rushed or poorly executed. You might want to have a chat with the team.
Others take off, but then immediately fall from the sky at a breakneck speed — cascading back to Earth. They happened, but went largely unnoticed. What could’ve gone wrong? Maybe you should’ve spent some more money to amplify the idea?
Some of these ideas take flight and make a little noise. This is a win. Not a big win, but nothing to complain about. You saw a good ROI and you’re happy with the results. You can congratulate your team.
And then there are the small few that launch into oblivion and explode (in a good way) for all eyes to see. These are the ones that produce the “oohhhs” and “ahhhs.” These are the ones that get people talking. You will high-five your team when an idea like this begins to take off. These are ideas like this…
WHAT IF WE USED A DRONE TO…
“Right Up Our Alley,” shot by the drone operator Jay Christensen and produced by Rally Studios and Skycandy Studios, was made as part of a project to document well-known businesses around Minnesota that are threatened by the pandemic.
Visually enchanting and eye-catching, the video was shot in one continuous take and included fun quotes from The Big Lebowski and other color commentaries.
It went viral in no time.
Of course, the best part about this project is that it was made to promote awareness for a struggling business.
And with over 1.7M views on Youtube within the first week of launch, it’s safe to say this “what-if” idea worked.
WHAT IF WE USED AR TO…
Pizza Hut went for it big time by teaming up with Pac-Man developer Bandai Namco Entertainment to secure the rights to the game, then launching the idea along with the help from celebrity Craig Robinson.
The campaign, which was produced by GSD&M and Tool of North America, comes as fast food/restaurant chains like Pizza Hut are forced to pivot to promoting online business due to the lack of indoor dining during the pandemic.
The chain reportedly embraced this “NEWstalgia” campaign as a way to create cohesion between the iconic in-restaurant Pizza Hut experience everyone remembers and the new online experience.
Talk about thinking outside of the box. Who wouldn’t want to indulge in some Za’ while playing Pac-Man on the side of the box?
It’s the ideas that blow up (in a good way) that every marketer wants, but very few achieve. And it’s the big ideas that challenge the status quo and make everyone uncomfortable that ultimately win. Oftentimes these ideas are accompanied with skepticism and doubt.
How we will do that? Is that even possible? Ehhhhhhhhhhhh.
If you hear this reaction the next time you pitch your idea then you’re on the right track. Stay the course. The best ideas are born out of the what-ifs.
WHAT IF WE HOPPED ON A CALL?
IT WILL ONLY TAKE A FEW MINUTES.