Covert Campaigning

Brands create faux accounts on social platforms to engage consumers

Implications - Moving beyond traditional social media engagement, brands are turning to unsuspecting online marketing tactics to add intrigue to the brand-consumer experience. Creating faux profiles and accounts, brands are going undercover to engage with consumers in a more lighthearted yet approachable manner. This covert tactic reflects a need to not only engage with consumers online, but to do so in a way that fosters a real and authentic connection with those involved.
SCORE: 5.1
Mild Top 6 Examples: 6,228 Total Clicks Jan 15 - May 15
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DEMOGRAPHICS
Robotic Dating App Stunts - This SXSW Tinder Marketing Stunt Used a Hot Robot to Promote Ex Machina
SCORE: 5.5
Warm 1,179 Clicks Pub: Mar 16, 15
Robotic Dating App Stunts
This SXSW Tinder Marketing Stunt Used a Hot Robot to Promote Ex Machina
This SXSW Tinder marketing stunt sneakily and effectively made use of the popular dating and hookup app to promote Ex Machina, an artificial intelligence thriller directed by Alex Garland and... [More]
Bearded Matchmaking Research - These Gillette Dating Statistics Take Advantage of Tinder's Big Data
SCORE: 6.3
Warm 1,656 Clicks Pub: Mar 12, 15
Bearded Matchmaking Research
These Gillette Dating Statistics Take Advantage of Tinder's Big Data
Gillette dating research was conducted in order better market shaving products to the college crowd. Interestingly, conventional means of doing market research and promoting the findings were not... [More]
Dating App Marketing Campaigns - Jason Derulo Recently Launched a New Video Through Tinder
SCORE: 5.2
Mild 1,143 Clicks Pub: May 22, 15
Dating App Marketing Campaigns
Jason Derulo Recently Launched a New Video Through Tinder
In an example of innovative marketing campaigns that involve partnerships between brands and social networks, Jason Derulo recently launched the music video for his new single ‘Want To Want Me&#... [More]
Secretive Party Campaigns - Jagermeister's Undercover Games Used Snapchat to Reveal a Secret Party
SCORE: 5.1
Mild 1,239 Clicks Pub: Apr 20, 15
Secretive Party Campaigns
Jagermeister's Undercover Games Used Snapchat to Reveal a Secret Party
Inspired by a time when word of mouth was the only way people knew to attend an upcoming party, Jägermeister set up the Undercover Games on Snapchat. This marketing stunt targeted a young, hip... [More]
Creepy Networking Campaigns - This TV Marketing Stunt for 'Stalker' Scoped Out Profiles on LinkedIn
SCORE: 4.2
Untested 472 Clicks Pub: Jan 26, 15
Creepy Networking Campaigns
This TV Marketing Stunt for 'Stalker' Scoped Out Profiles on LinkedIn
In order to give people a taste of the kind of creepiness that they can expect from tuning into Stalker, a new TV show on Vier, this unsettling TV marketing stunt was set up on LinkedIn. Playing off... [More]
Intoxicating Dating Stunts - Primus' Mobile Marketing Stunt Targets Guys on Tinder
SCORE: 3.8
Untested 539 Clicks Pub: Jan 18, 15
Intoxicating Dating Stunts
Primus' Mobile Marketing Stunt Targets Guys on Tinder
Since there are more and more people meeting through online dating sites and apps, this means fewer chance encounters at a bar—but Belgian beer brand Primus wanted to discourage this behavior with... [More]