{"id":12349,"date":"2014-12-31T06:00:38","date_gmt":"2014-12-31T14:00:38","guid":{"rendered":"http:\/\/www.yardi.com\/blog\/?p=12349"},"modified":"2020-12-24T02:58:11","modified_gmt":"2020-12-24T10:58:11","slug":"marketing-magic","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/marketing-magic\/","title":{"rendered":"Marketing Magic"},"content":{"rendered":"

Congratulations: your attention span is now shorter than that of a goldfish\u2026by one whole second. Recent studies show<\/a> the average human attention span is now 8 seconds.\u00a0 That means social marketers and digital advertisers have to hook you with compelling content within moments.\u00a0 How much does that bait cost?\u00a0 Advertisers spent an estimated $8.5 billion<\/a> on social ads alone in 2014, all to keep your brain entertained long enough to get to the punchline.\u00a0 And succeed they did.<\/p>\n

Our Social Media Team kept a keen eye out for those creative and unusual marketing campaigns with solid storytelling and strong social presence. Here are a few of our favorite digital campaigns from the last year.<\/p>\n

\"shutterstock_650448\"<\/a> Mini Cooper\u00a0<\/b>
\nMini USA – Multiple Social Channels<\/em><\/p>\n

Mini Cooper<\/a> has created a world of engagement, and it\u2019s truly an experience all of its own. \u00a0The iconic import has grasped attention and stolen the hearts of many motorists across the country, and to that end, they have established their own mini-nation: Mini USA.<\/p>\n

Beyond the exclusivity of an owner\u2019s only club, the camaraderie and fellowship between Mini drivers curves closer to extended family.\u00a0 And what better way to spend time with your family than to be \u201ccouped” up with them on the greatest of American familial pastimes?\u00a0 \u201cMini Takes the States\u201d<\/a> is a clash of Mini Cooper clans cruising on a 5,000 mile road trip from [#MTTS]San Francisco to [#MTTS]Boston.\u00a0 Motorists can post to social networks during pit stops with a set of branded hashtags, photos and videos.\u00a0 Along with crossing the continental US, Mini\u2019s social presence spans across platforms: Facebook, YouTube, Tumblr, Instagram and Twitter.<\/p>\n

Need some Mini maintenance? For continued care of your car, the company\u2019s website features a downloadable PDF of your owner\u2019s manuals, a roadside assistance app, how-to videos for connecting your Cooper to Bluetooth enabled devices and links for the \u201cMini Connected\u201d app. Mini Cooper\u2019s strategy excels in brand loyalty and engagement.<\/p>\n

Apple\u00a0<\/b>
\nVerse & Song Campaigns –\u00a0YouTube<\/em><\/p>\n

Apple is mistakenly perceived as an \u201canti-social\u201d brand.\u00a0 The company\u2019s YouTube<\/a> page has millions of hits and views daily.\u00a0 The amazing storytelling depicted through this platform highlights Apple\u2019s mobile solutions as an extension of everyday life.<\/p>\n

\u201cThe Song\u201d campaign focuses on a young woman recording her remix of \u201cOur Love is Here to Stay\u201d and combining it with a Voice-o-Graph recorded by her grandmother.\u00a0 We see how the young woman uses a MacBookPro and GarageBand to record a vocal overlay for the track.\u00a0 At the end of the short film, grandma plays the recording and opens an envelope with photographs of her younger self.\u00a0 We also see a snapshot of her sweetheart, decked in military garb.\u00a0 Apple\u2019s \u201cmaking-of\u201d featurette <\/a>reveals this man to be her late husband, and the Voice-o-Graph was a gift for him before he went to war. (We\u2019re teary-eyed just thinking about it!)<\/p>\n