Just as there's Foursquare for discovering neat places in the city, there a reading initiative from Squirl to help people discover books and authors nearby. At SXSW 2015, the brand set up a grassroots marketing campaign to increase its reach.
In order to communicate the concept of Squirl as simply as possible, the brand had people dress up as squirrels and read on the street corners at SXSW. While there were much more elaborate marketing schemes set up at this interactive Austin event, this one really made sense to a lot of people and made it easy to remember the brand's mission. Because most people can't resist posing with a cute mascot, this was also a great way to ensure its squirrels were guaranteed a spot on social media.
Streetside Reading Campaigns
Squirl's SXSW Reading Initiative Inspires Spontaneous Book Discovery
Trend Themes
1. Grassroots Marketing - Opportunity for businesses to create impactful marketing campaigns that resonate with consumers on a personal level.
2. Location-based Discovery - Innovation in using location-based technology to enable people to discover books, products, or services in their immediate vicinity.
3. Interactive Branding - Increasing brand awareness and engagement by incorporating interactive elements and memorable experiences into marketing strategies.
Industry Implications
1. Publishing - Opportunity for publishers to leverage location-based discovery technology to connect readers with nearby bookstores or author events.
2. Tourism - Incorporating interactive and location-based experiences into tourism campaigns to encourage visitors to discover local attractions and businesses.
3. Event Marketing - Using interactive and memorable brand experiences in event marketing to create a lasting impact and enhance brand recognition.