We’ve already covered what cross-media marketing is and why it’s going to be important for your business moving forward. But which brands are using cross-media marketing? And are they finding success?
Here are 3 examples of great cross-media marketing campaigns that are widely considered to be innovative, effective and huge successes for their respective brands:
In 2013, IKEA launched one of it’s most successful marketing campaigns to date with it’s Interactive Furniture Catalog. Driven to integrate print and digital marketing mediums, IKEA created an interactive catalog that allowed it’s customers to experience IKEA furniture in a new way. By downloading the IKEA Catalog app, customers were able to point their phones at products they were interested in in their print IKEA Catalog and experience the products in a new way; they could see the furniture in 3 dimensions, see how it would fit in sample rooms and access additional photo and video content. The 2014 edition added an augmented reality feature, which let allow you to preview how different pieces and style of furniture would fit into your actual home.
The IKEA Interactive Catalog has been a huge success for IKEA and has since become the brand’s number one most downloaded app.
In the entertainment world, there’s no one doing cross-media marketing better than Marvel. In traditional entertainment, a character typically lives in one specific medium and enclosed universe, rarely crossing over with other characters or projects. But Marvel has completely disregarded that idea in favor of building out an deeply thought out, engaging and interconnected universe across multiple mediums and platforms including television, film, digital, print mediums like comics, apps, video games and live events. Having their characters interconnected across multiple platforms not only keeps their fans engaged at every marketing touchpoint, it also drives fans of one aspect of the universe (like a particular film) to engage in other aspects (like other films, video games or comics).
For an example, let’s look at what Marvel did with The Avengers. Marvel spent years building up rabid fan bases for individual Marvel superheroes like Iron Man, Thor and The Incredible Hulk through character focused films, video games and comics. While all of these individually were wildly popular, they were all leading up to the eventual launch of the Avengers in 2012. The Avengers introduced major characters from previous Marvel entities into one film, essentially tying all of the marketing from previous efforts into one cross-media marketing campaign.
To say that it was successful would be an understatement. The Avengers pulled in over 1.5 billion dollars at the box office and became the third highest grossing film of all time. It also introduced the Agents of S.H.I.E.L.D., which Marvel would then spin off into a successful television series, further building on their cross-media marketing success.
In 2012, Lexus launched an innovative cross-media marketing campaign to promote it’s ES Sedan that bridged print and digital in a way that the industry and consumers had never seen before.
Using CinePrint Technology, Lexus essential brought its print spread in Sports Illustrated magazine to life. Consumers were instructed in the print ad to visit a URL, slide their tablet underneath the page and press “play”. When they did, the magazine ad was brought to life with color, sound, image changes and additional text. It even made it appear that the car was driving across the page.
This was the first time that a brand had used this technology to successfully launch a cross-media marketing campaign, and the response from consumers was extremely positive.
How Can We Help?
At Rogue Print and Mail, our proven track record of delivering the highest quality cross-media marketing, graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.
Further, having recently invested significantly in Cross Media Marketing Software, we can develop and implement amazing campaigns with our clients, that deliver amazing results – in fact, our first ever campaign produced a result in excess of 4000% ROI.
I sincerely hope that you found this information valuable. For advice on effective branding, design and cross-media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at firstname.lastname@example.org to arrange an obligation free 10 minute discussion with a member of our expert team.