In case you missed it, Adweek just announced its best ad of 2014. And the winner was an ad that didn’t actually exist. Really.
For its “If We Made It” campaign, the company that brews Newcastle Brown Ale imagined the Super Bowl ad it would make if it had the money. The sophisticated campaign included storyboards (mockups) of would-be ads, video of focus groups hearing about the ads, real celebrities, and–of course–Twitter hashtags.
Here’s the part of the Adweek story I found especially interesting:
In the end, the clutter around the Super Bowl itself made it impossible to break through during the event itself, says [Newcastle’s brand director, Quinn] Kilbury. But more importantly, the overall effort generated some 1 billion media impressions, a milestone he says puts Newcastle on par with the kind of advertisers who pony up for Big Game airtime.
That’s right. By not running a Super Bowl ad, the brand got as much attention as companies that spent $4 million for a 30-second commercial.
Now, if you’ve stuck with me this long, you probably wonder what the connection with Scouting is. It’s simply this: Many Scouters bemoan the fact that they don’t have the budgets to advertise the program, so they don’t even try. By thinking differently and creatively, however, you can get your message out for little or no money–through texting, Facebook ads, chartered-organization and school newsletters, etc.
How do you market your troop? Post your ideas in the comments section.
If you need a little inspiration, you can learn more about the Newscastle campaign at http://www.ifwemadeit.com. Just be aware that the content is not necessarily safe for work–or for Scouting.