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Keeping An Eye On The Competition
As brand managers execute integrated marketing campaigns it’s absolutely essential that they have a good understanding of both their product (or service) and their target consumer. But let’s not forget how important it is to keep at least one eye on the competition.
Conventional wisdom has always said to be proactive, not reactive but I’d contend it’s important to be a little bit of both. You have to have the ability to think on your feet and adapt to changing market conditions and react swiftly to competitive campaigns. BMW was able to do that in the example below, and turned what was a competitor’s direct assault into a net positive for the brand. Brilliance:
This billboard duel has gone viral, too, receiving coverage on tons of blogs and Twitter feeds over the last couple of days. One of our favorite blogs, Jalopnik, has even been taking reader submissions for an Audi response to the BMW billboard. You can check that out HERE. Here’s my favorite:
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Comments
Posted on April 16th, 2009 at 1:01 PM
Shenanigans indeed! I can't wait to see if Audi really responds. It will cost them some additional production $, but will be well worth it! They'll have hundreds of people writing about it and potentially millions reading!
by Garret Ohm
Posted on April 16th, 2009 at 12:58 PM
Brilliant stuff. Now that's the fun of contextual. That's why anyone considering outdoor should always ask to see current pictures of the billboard locations. Opens up all new opportunities for shenanigans.
by M.M. McDermott