To create something relevant and memorable, brands must play up existing synergies through as many angles and channels as they can.
Good relationships are based on communication and trust. In online advertising, they're also based on something else: synergy. It isn't easy to build a campaign in which everything between the publisher and the advertising brand aligns. Site user profile and target audience, page content and ad content, and ad unit and engagement goals aren't often perfectly in sync. But when they are, you know it.
Such was the case with a recent campaign devised by two masters of the written word, Dictionary.com and Barnes & Noble. In this co-branded social media effort devised to promote the Barnes & Noble Nook e-reader, publisher and advertiser joined cerebral forces to come up with an angle that would be equally appealing to Barnes & Noble customers as to Dictonary.com users. Together the brands asked the question: "What's the most memorable word you've learned from a novel?"
Most avid readers would thrill to this kind of challenge, but it takes more than an enticing concept to make a successful campaign. To create something relevant and memorable, brands must play up existing synergies through as many angles and channels as they can. With this approach they can make it almost impossible for audiences to miss the message, and even more unlikely that they'll forget it.
Together, Dictionary.com and Barnes & Noble found three techniques for achieving this with their campaign. Consider how they might work for yours.
When the synergies between two companies are right, a campaign can go far. When brands can find unique ways to leverage those synchronicities, however, the results can leave you at a loss for words.
Tessa Wegert is a business reporter and former media strategist specializing in digital. In addition to writing for ClickZ since 2002, she has contributed to such publications as USA Today, Marketing Magazine, Mashable, and The Globe and Mail. Tessa manages marketing and communications for Enlighten, one of the first full-service digital marketing strategy agencies servicing such brands as Bioré, Food Network, illy, and Hunter Douglas. She has been working in online media since 1999.
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