Why Hyper Local Campaigns Work
By Julie Geller, @juliegeller & Niki Singh, @nikisingh
Custom cowboy boots, ‘Hell or High Water’ T-shirts, floats and line dancing, nothing could stop the greatest outdoor show on earth- the Calgary Stampede. In spite of heaving flooding, the Canadian tradition went on with frontline support from the public, organizations and global brands. Coca-Cola Canada, Lululemon & Fairmont Hotels are examples of brands that got involved with the event to engage and celebrate the Albertan spirit. However, getting involved with the event isn’t just an exercise in values and goodwill; these opportunities act as delivery mechanisms for hyper local and local awareness campaigns.
Brands are increasingly taking part in community and grassroots issues. It makes sense that corporations want to show their support on a neighborhood level – it’s a great way to increase recall and authentically connect with customers. In fact, this translates into a practical strategy for brands in the online environment as well, such as boosting SEO results and earned media opportunities. According to a recent Social Media Today article, 67% of internet searches are affected by geo-location or a specified location.
Coca-Cola, for example, debuted Canada’s first Interac Flash vending machine, which generated media hits from the Huffington Post and Marketing.
With regard to media mix and platform selection, brands know that social media updates are essential. However, as in any relationship building exercise, being present is more meaningful. Having an experiential component is a necessary driver of this strategy – it simply makes for better content.
Take a look at some of the brand efforts we’ve rounded up:
We’re in the #CSparade101. Vote for our float by texting “54” to 12312 #Stampede101 pic.twitter.com/1Ax8osKkO0
— WestJet (@WestJet) July 5, 2013
Saddle up your asanas. The @calgarystampede starts today and our Southcentre team is line dance ready. #Stampede101 http://t.co/ZVjUJspB2F
— lululemon athletica (@lululemon) July 5, 2013
The team @FairmontPAL is ready for the Greatest Outdoor Show on Earth – @calgarystampede http://t.co/fB2MrJX0TF #calgary
— Fairmont Hotels (@FairmontHotels) July 4, 2013
#Stampede101 starts today! Who are you most excited to see perform on the Coca-Cola Stage @CalgaryStampede?
— Coca-Cola Canada (@cocacola_ca) July 5, 2013
Live. Read. Stampede. @calgarystampede #TheWorldNeedsMoreCanada pic.twitter.com/JaiHRE0EAw
— Chapters/Indigo (@chaptersindigo) July 5, 2013
Howdy from our YYC team @calgarystampede parade! // Bonjour de notre équipe à la parade du Stampede! #stampede101 pic.twitter.com/HwJStvZnBW
— Air Canada (@AirCanada) July 5, 2013
Photo Courtesy of Coca-Cola
