Justin Bieber: takes a selfie
The age of “selfies” is upon us, and digital marketers are putting it to advantage. Digital self-portraits are inundating social networks, and the narcissistic trend has inspired some truly creative marketing campaigns. From Instagram to Twitter, from Facebook to Snapchat, digital marketing with selfies is a breakthrough tactic.
Undead Selfies Bring Life To a TV Show
The entertainment firm AMC Networks got a huge promotion boost for its zombie TV show, The Walking Dead, with a campaign called “Dead Yourself.” AMC collaborated with product developer KMco to launch an app that turns selfies into gross zombie photos. The campaign displayed the undead selfies alongside advertisements for the show, and users could easily share and review photos. After more than 4.5 million downloads and 11 million selfies uploaded, the “Dead Yourself” campaign is considered a huge success.
Virtual Selfie Showroom
Eyewear designer Warby Parker launched a brilliant digital marketing campaign based on selfies. The store invested in a digitally-enhanced photo booth where users can snap themselves wearing trendy frames and post the photos to popular social networks. What makes this selfie campaign so awe-inspiring is that it is low tech, low work and low cost.
The Digital Place To Be
In another version of the digital photo booth, Soho House members-only clubs provide branded backdrops for selfie promotion. Members can stage selfies in the club’s international locations and share their branded snaps across popular social media. Soho House membership is open only to creative types from the entertainment and arts industries, and the name delivers a clear message of status and prestige. It is an ingenious method that markets the club to envious non-members.
Celebrity Through Selfies
Politicians, entertainers and celebrities of all types have pushed selfie marketing to extremes, sometimes inadvertently. Errant self-portraits have brought negative publicity to more than one celebrity, and purposeful selfie promotion among entertainers is par for the course. A well-timed, celebrity self-portrait can be used to ignite a fan base, promote an event or call attention to a favorite cause.
Conclusion
Most web users prefer brands that entertain, and selfies provide good ways for marketers to shine. With millions of self-portraits being uploaded daily, success depends on creating a meaningful connection to the brand. Digital marketing with selfies may not work for every campaign, but it is most definitely worth a look.
Featured image license: Creative Commons image source
