Now here’s an example of a great use of marketing to respond quickly and effectively to things as they happen.
I hadn’t heard anything about Virgin Trains trying to cut down on people kissing and hugging at the passenger drop-off point at Warrington Bank Quay station. Apparently a sign banning kissing was put up in a light-hearted manner to ease congestion and suggest people should go to the short-stay car park (and pay!) if they want to hug and kiss someone leaving on a trip.
Instead, the first things I saw were:
It was apparently done by St Lukes, who handle advertising for Mills & Boon, and it’s timely, considering news about the sign only appeared two days ago.
It’s also relatively low cost – there’s a Facebook group, a Twitter account, and a Flickr group. And people are being encouraged to interact and upload images of themselves kissing etc.
It’s already had a bit of coverage via Brand Republic and The School of Life.
But most importantly, it’s effective because it was done quickly, enthusiastically, and allows people to get involved.
As a result, if it becomes a huge runaway success, then it’s great. But if it only achieves minor success, then nothing has been lost except a bit of time.
And it ties in brilliantly with Mills & Boon promoting romance, rather than books about romance.
I’d guess it didn’t take much negotiation around permission and planning, which is a benefit of having clear beliefs and trust.
And suddenly a brand which I’d associate with my grandmother now seems lighthearted and fun enough to check out the next time I want to buy a romantic present.