A piano company decided to bring its product to forefront of customers' minds by creating a...
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A piano company decided to bring its product to forefront of customers' minds by creating a guerrilla marketing campaign in conjunction with other IMC tools. On the stairs leading down to the city subway, the company painted the wall with its logo, painted the stairs to look like a piano keyboard, and added a machine that played piano music when people walked up and down on the stairs. The piano company filmed some of the interactions and posted the videos on YouTube. Soon many people began to film their kids running up and down the stairs, trying to play songs and generally having fun. These videos caught the attention of the media and the news of this event began to go viral. Which type of marketing combination made this campaign successful? A piano company decided to bring its product to forefront of customers' minds by creating a guerrilla marketing campaign in conjunction with other IMC tools. On the stairs leading down to the city subway, the company painted the wall with its logo, painted the stairs to look like a piano keyboard, and added a machine that played piano music when people walked up and down on the stairs. The piano company filmed some of the interactions and posted the videos on YouTube. Soon many people began to film their kids running up and down the stairs, trying to play songs and generally having fun. These videos caught the attention of the media and the news of this event began to go viral. Which type of marketing combination made this campaign successful?
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The successful campaign employed a combination of guerrilla marketing experiential marketing and ... View the full answer
Related Book For
Business Statistics For Contemporary Decision Making
ISBN: 9781119577621
3rd Canadian Edition
Authors: Ken Black, Ignacio Castillo
Posted Date:
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