Looking back at the year’s best marketing campaigns can generate ideas for your own upcoming marketing efforts.
Here is a list of 10 outstanding digital marketing campaigns from 2017. The campaigns include search hacking, viral retweets and replies, user-generated content on Instagram, Google hacking, success in failure, fake ads, and true news.
Wendy’s #NuggsForCarter Twitter campaign originated from a simple tweet from 17-year-old Carter Wilkerson, “Yo @Wendys how many retweets for a year of free chicken nuggets?” Though the current total of 3.6 million retweets fell far short of the 18 million goal, the found-campaign shows the power of truly engaged followers in social media. It also shows how, within social media, large opportunities can come out of small interactions.
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MoonPie, the maker of marshmallow-covered snack pies, was one of the most successful brands across social media in 2017. This was due to its modern, funny voice on Twitter. For example, when Hostess declared its cupcake to be the official snack cake of a solar eclipse, MoonPie quipped back, “Lol ok.” That simple tweet garnered over half a million likes and over a billion impressions across social media. MoonPie’s success stems from its authentic social interaction on Twitter.
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Burger King ran a television spot that featured the phrase, “OK Google, what is the Whopper burger?” It triggered any Google Home device within earshot to start reading aloud from the Whopper Wikipedia page. Google initiated changes to stop the activation, but Burger King ran a revised version that still triggered devices. People also began editing the Wikipedia page, which Burger King kept fixing, causing a viral effect on social media.
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On May 6, 2017, three champion marathoners (Eliud Kipchoge of Kenya, Lelisa Desisa of Ethiopia, and Zersenay Tadese of Eritrea) attempted to break the 2-hour marathon barrier. Nike and National Geographic documented the preparation and event, profiling the runners, their training, and the innovation behind the attempt. Although the runners fell just short of their goal, the inspiring work…
