Germany's biggest publishing house, Gruner & Jahr, has launched a fantastic campaign in which promoters dressed in fairytale costumes invade the streets of some of the country's major cities.
The decline of print media is being seen in Europe as well, which is why magazines are doing more to promote their online components. To celebrate the launch of regional online editions of Eltern magazine in Hamburg, Munich and and Berlin, G&J released promoters dressed as 15 famous characters including Snow White, Puss in Boots and Rapunzel. They handed out informational fliers at subway stations, specifically targeting young parents.
The city sites offer a range of fun ways to connect with the family on a daily basis, as well as listings for schools, pediatricians, and a range of range of local activities. There are also forums where parents can make recommendations and give tips for others parents in the area.
The photo is from a different Green Peace guerrilla marketing campaign, but I thought it was fitting for this article.
German Magazine Marketing
Fairytale Campaign
Trend Themes
1. Promotional Guerrilla Marketing - Opportunity for businesses to use creative and unconventional strategies for promoting their products or services through street campaigns.
2. Digital Transformation of Print Media - The shift towards online platforms and technologies in the publishing industry presents opportunities for innovative digital marketing and engagement strategies.
3. Hyperlocal Parenting Platforms - Development of localized online platforms that provide comprehensive resources and support for parents, creating opportunities for targeted advertising and community-building.
Industry Implications
1. Marketing and Advertising - The rise of promotional guerrilla marketing techniques opens up new avenues for creative and impactful advertising campaigns.
2. Publishing - The digital transformation of print media industry calls for innovative approaches to engage readers, develop online platforms, and monetize content.
3. Parenting and Family Services - The emergence of hyperlocal parenting platforms offers opportunities for businesses to reach and connect with targeted audiences through specialized advertising and partnerships.