New media, artificial intelligence and educational content: we tell you the details of three uncommon (but powerful) resources in brand positioning campaigns.
Technology is advancing every day. The different new tools and spaces multiply the places where brands can communicate, promote themselves and associate with other companies or with different elements. In addition, there are new solutions to enhance the creative and analytical possibilities of any campaign, including positioning campaigns. It is the content of the strategy that changes: how and with whom to associate, the ways of achieving perception, the levels of positioning depending on the surrounding technology, among others.
Below we list three unusual keys to a successful brand positioning campaign. Keep in mind that your organization may not fit these points, but they may simply be triggers for another type of combination of tactics.
#1 Use new media
Time passes and brings new things. This was the case with the Metaverse, TikTok, Minecraft, Fortnite, and open artificial intelligence for everyone. These became very strong positioning spaces for all types of audiences (generally far removed from traditional media such as TV).
For example, big sports companies started doing a lot of in-game cayman islands phone number advertising in PlayStation games like FIFA. There are plenty of spaces, just like in reality: players, jerseys, football field screens, balls, stadiums. In this way, they boost the sporting positioning they can achieve in real life. This is a widely used technique - even, we could say, arms manufacturers do it in games like Call Of Duty - and, if we look at it objectively, it is a brilliant idea to reach various market segments that, in general, are not as exposed to other media and to deepen the effects.
Fortnite is a very interesting case. It is a video game that reached its peak popularity in 2020 and that concentrates millions of users around the world. Being free to download online, the business model could not be based on sales of the physical product, but had to change, and that is where brands come in: each aspect of the character and the objective of the game means an advertising opportunity. It is basically a bunch of users loose in a world, fighting and interacting with each other. You can dress the character and even generate relationships with the players. This created different communication vehicles for brands: clothing, weapons and other accessories. How does it work? A luxury eyewear company, for example, could have a type of frame that, for the game, is expensive and its name reflects the real one (the product is called as it is in reality).
On the other hand, Fortnite started with the possibility of creating virtual events in real time all over the globe or part of it. For example, a concert . Nowadays, it is possible for an artist to perform virtually in the game, with advertising included. Magical, isn't it?
TikTok , on the other hand, has been a real revolution among social networks. Its content organization (where the wall distributed by algorithm is fully prioritized) facilitates viralization. People with few followers emerge, but who have a video with millions of likes. This phenomenon, widely exploited by the Chinese company, can be used by companies to create viral content that contributes to positioning.
A fictional example could be a campaign of micro influencers who create a challenge to use the company's product in a different way and seek to make it popular. It can be humorous or purely informative, but within that video many positioning clues can be placed to enhance the strategy.
The one that unites all of these, potentially, is the Metaverse , developed from different technologies and companies such as Meta or Microsoft. It is a virtual world that we will access through augmented reality and we will be able to be participants. It would be a kind of Fortnite but purely for entertainment, without objective or games: a parallel life. This is a great opportunity for corporate marketing, the Metaverse is the invention that will change the way of advertising. All the media that we know (from pop-up to non-traditional types) will take on a different meaning. Being a reality mediated by technology, its management in favor of the communication of products and services is total: the user's commitment is absolute.