Get inspired with these top brands’ creative BTL Campaign Ideas
As we all know, BTL and on ground promotions are the ultimate show stealers in the world of marketing. It’s hard to disagree that a huge cold drink fountain or a rally of free cookie distribution seeks everyone’s attention. Among many such examples, we found some of the launch events that were really antique and fascinating. Therefore, read the entire article to Get inspired with these top brands’ creative BTL Campaign Ideas.
Also, have a look at our case studies on brand promotions and many such things:
1. Introduction to BTL marketing
Below the Line or BTL marketing involves targeting a specific group of on ground customers that are identified and referred to as target customers.
The marketing companies and brands aim to reach out to those customers and advertise their new products experientially instead of waiting for them to discover the marketers. For example, automotive dealers and brands launch BTL promotion events and campaigns that specifically target the car enthusiasts. The BTL events allow these enthusiasts and active car buyers to see and test drive their vehicles. This not only increases interaction between the brand and its customers but also gives the buyer a gist of the new product.
2. Examples of brands that have used BTL for promotions
1. Vodafone - 4G internet slide
2. Coca Cola - happiness truck
3. Cadbury Oreo - great oreo cookie quest
Cadbury launched the great Oreo cookie quest in partnership with Google. It was basically a game that allowed participants to give answers to questions such as “What puts hands on your wrist?”The options carried pictures of different objects out of which the user had to choose one, a ‘watch’ in this case.The game was launched on the Oreo app. Accuracy in the game was determined with the use of object-recognition technology. The players were rewarded with points and AR Oreo cookies.
4. Aston Martin - On ice
Who doesn’t dream of driving an Aston Martin car one day? The famous James Bond car brand tried their hands on science fiction instead of actual automotive technologies to promote their cars.
Aston Martin offered their buyers a real life experience of being James Bond. The event was called “Aston Martin On Ice”.
The participants were provided with an opportunity to test their driving skills on ice under proper expert guidance on a one mile long road that was covered with ice.The incredible experience resulted in a wonderful and successful promotional event.
5. Sprite - giant soda machine shower
Instead of launching a promotional event, Sprite literally showered one. They built a huge soda dispenser with the famous yellow green logo of their brand.
Thereafter, they invited people to stand in place of the cup. After that, the beachgoer smashed the giant lever and a shower rained down upon them.The good and bad part of the event was that the dispenser poured water instead of Sprite. However, it was able to shower above 1500 people per day Which goes without saying that the yellow green label must have stayed with them in their minds.
6. T-Mobile - Angry Birds live
7. LG - b2b innovation gallery
8. National Geographic - Augmented Reality wildlife experience
9. Coke Zero - Unlock The 007 In You
10.Dabur - beauty and talent hunt shows
11. Snickers - not itself when it’s hungry
Snickers reared their UK market with the fantastic idea of going by their theme line. Snickers brand theme says that ‘You are not you when you’re hungry’. Following the same, the famous chocolate brand filled the traditional Snickers bars with another chocolate –‘Bounty’ indicating that the brand isn’t itself when it’s hungry.
The misfortunate buyers who received those bars expressed their sadness on different social media platforms leading to #SnickersGate getting viral.
12. Skoda - Simply clever
In the immediate post-lockdown time, when only the elite business class was traveling via airplanes. Skoda cleverly targeted the rich by booking the most valuable promotional space at Terminal 2 (T2) in Mumbai Airport. The campaign was called Simply Clever, which is also the company’s tagline. They put up the largest LED installation and displayed their cars on the exit of the terminal.
The magnificent view must have made a terrific impact on the people’s brains, especially those who are prominent car buyers.
13. McDonald’s - All day breakfast campaign
14. Domino’s - Points for Pies
When it comes to smart use of technology, Domino’s has always spoken for itself. Above half of the company’s retail sales are derived from global digital platforms.
This time, the smart pizza giant launched a new program – ‘Points for Pies’ on the Domino’s app. This customer loyalty program gave the customers an opportunity to gain points for every pizza that they scan on the Domino’s app.The campaign stretched for about 12 weeks and brought in huge sales.
15. Spotify - relatable audio advertisement
You all must have read the world-famous meme,“Me, Also Me”, that portrays the two completely different aspects of our nature.
Spotify used the same format for their new campaign depicting that the app has different songs for every mood of ours.
They put up the meme on their glow sign boards in many places. It earned a lot of the passersby’s attention.
16. Kellogg's - big redesign
Kellogg’s , which is among the top cereal brands in the industry, came up with the biggest redesign in their 113-year history. The redesign focused on the cereal bowl as an epicenter with the motive to be exclusively recognised. The redesign for the European markets projected the brand as cleaner, transparent and honest.As a matter of fact, the purchase intent of the new pack increased by 50%.
17. Prega News - GoodNewsIsGenderFree
The most trusted company for pregnancy tests, Prega News,which provides an HCG pregnancy detection kit, won people’s love and support with their excellent social media campaign named #GoodNewsIsGenderFree .
The company came up with the campaign on International Mother’s Day. Their prime focus was to break the stereotypes of gender inequality that is an unnecessary part of the Indian social perspective. They conveyed the message of gender equality with a beautiful video message.
18. Nike - Roger Federer
Nike has smartly contracted with Roger Federer, the famous Swiss tennis player who is often seen on the television, winning hearts with his smart moves and looks.
According to the Nike contract, Roger Federer advertises their footwear and clothing by wearing them in his matches. Nike has also designed a personalized jacket for him.
This is indeed a smart way to catch the customers’ attention and interest.
19. Hyundai - Mega experience camp
20. Refinery 29 - 29Rooms
It’s been around 3 years of the famous lifestyle brand Refinery29 hosting the 29Rooms event. The brand calls the event an interactive funhouse of technology, culture and style. In accordance with its name, the event involves 29 individual rooms that are branded and curated, each of these rooms has a different environment and experience. The rooms are designed with brand partners and a range of personalities from artists and musicians, to consumer-facing companies like Dyson, Dunkin’ Donuts, etc.
29Rooms has a different theme every year. Attendees are offered a chance to personalize a room in their own way. For example, one room, for instance, invites attendees to put on punching gloves and hit on punching bags that produce different sounds individually when contacted to form a symphony of sorts. This is indeed a complete hands-on experience.
3. GoKapture BTL event showcase
We, at GoKapture , devise and work upon ideas and solutions that are unique and magnificent. Marketing is our strength, our ideas aid brands to elevate their market value and social media influence. Customer engagement is our prime goal, brand and buyer interaction raises marketers to a different altitude altogether. We have trustworthily worked with top notch brands such as Audi, Rayben, Mahindra, SEMRush and many more. Our work experience speaks for our potential. As for BTL activities, our team provides different fun and unique products to add fire to your BTL promotional event. Some of our products include Digital Mosaic, Hashtag Printer photobooth, Virtual reality and Augmented reality photobooths. Visit our website to know moreConclusion
BTL activities have experienced a boost since 2020, after a significant reduction in the count of walk-in product buyers. Today’s customers are not very fond of basic and monotonous promotion events. Rather, they really like things that are a little quirky yet interesting. Now is the time to think out of the box and invest in fun BTL activity campaigns and see your company grow. Also, don’t forget to contact GoKapture to facilitate your requirements.
