Miller Lite recently put out a national beer ad to tie up its #ItsMillerTime campaign, which asked fans to submit their best summer photos. In response to this, Newcastle, known for calling "bollocks," is initiating its own version of the campaign called #NewcastleAdAid.
The campaign encourages fans to submit their photos for the purposes of having them badly Photoshopped into shabby looking ads for Newcastle beer. As well as terrible Photoshopping, the ads also feature puns that are just as groan-worthy, like "Wish you were beer." However, since it's no-nonsense and done in an intentionally tongue-in-cheek way, Newcastle's campaign is just as winning as its 'If We Made It' campaign for the Superbowl, especially since it can be put together on a shoestring budget and engage fans.
Key Themes Behind This Trend
- Intentionally Awful Ads
- Opportunity for companies to create intentionally bad ads as a low-budget way to engage fans and stand out from polished marketing campaigns.
- User-generated Marketing
- Brands can leverage user-generated content for marketing purposes, like Newcastle's #NewcastleAdAid campaign, to increase engagement and authenticity.
- Humor in Advertising
- Humor can be an effective way for companies to grab attention and create memorable marketing campaigns, like Newcastle's intentionally bad ads.
Where This Applies
- Alcohol Beverage
- Opportunity for alcohol brands to create intentionally bad ads as a low-budget, humorous way to engage fans and stand out from polished marketing campaigns.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to explore the potential of intentional humor in campaigns, as seen in Newcastle's #NewcastleAdAid campaign.
- Social Media
- Social media platforms like Instagram and Twitter provide an easy way for brands to crowdsource photos for user-generated content campaigns, like Newcastle's #NewcastleAdAid campaign.
