An innovative example of digital marketing is Converses’ ‘Domaination’; an opportunistic, simple but highly effective strategy focused around buying cheap Google ad-words that no one else deemed fit for use. The full genius of this approach is outlined in the video below, but Converses basic principle centered on creating an online conversation with the millions of teenagers constantly positioned on the web, by explicitly associating their brand with whatever was relevant to them at that particular moment. Instances included buying ad-words around a National Spelling Bee, as well as topics that a teenage boy would typically search, such as ‘Lessons on how to kiss’. These links then re-directed the users to a series of micro-sites where online games, amusing virals and video content awaited, all subtly branded with the Converse logo. This unique approach to socialising the brand and creating fun and amusement for its target audience, helped turn the passive online user into an informed potential customer. Converse have managed to build an impressive network of hundreds of sites that help maintain and propagate brand awareness in a way that speaks to it’s core customer based in a language that they understand.
The simplicity of this campaign and its relative economical efficiency makes you wonder why no-one had thought to do something similar before. Check out the video below for a full explanation…
N.I.
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