This morning, I listened to news coverage of the Pop-Tarts Bowl, an annual college football game played in Florida. It featured a brilliant advertising campaign where the winning team got to eat the mascot, a Pop-Tart. The campaign generated millions in earned media. From the Pop-Tart mascots to the giant toaster, the promotion was entertaining with a relatable theme, “Follow your Dreams.”
I love a good marketing campaign. It speaks to the audience, has a great hook and reinforces the brand with its content and strong call to action. And, most of all, it’s memorable. I’m sure game-goers will look forward to next year’s Pop-Tarts promotion.
Creative ideas are not always easy to come by. Some people seem to be born with the creative gene, but for others, it takes a bit of work.
Here are ideas to spark your creativity.
Look for common characteristics. Think about the characteristics of your product and what might have the same characteristics. For example, if you need to promote speed or strength, you might consider using a tiger or lion in your ideas. Tigers are a symbol of strength, power, energy, passion.
If you’re promoting softness, think about those cute soft kittens, like in the soft touch Royale commercials.
Hold a brainstorm meeting. Gather you colleagues and start generating ideas. Be sure to explain the challenge clearly and encourage creative thinking. No idea is a bad idea when you’re brainstorming. One idea will lead to another and then another.
Go for a walk. Clear the cobwebs and energize your mind. What do you see or read that grabs your attention? You’ll be surprised how a new location can spark new ideas.
Connect ideas. I once promoted a sales campaign called, “Get Cracking.” We wanted the target to start their year strong. To do this, I connected the campaign messages to a breakfast-themed promotion. For example, I designed cereal boxes and reinforced the message of starting your day (in my case year) with a healthy start. Other promotional items used images of breakfast items, eggs, fresh fruit, etc.
When you spark creativity, you’ll be surprised how fast the ideas will flow. Pulling them together is the fun part. Be sure to share your ideas with colleagues or friends to get the best end result!
Where do you find your best creative ideas?
Writing for you. 