Recently, someone sent me a story about how the winner of a Nike marathon was disqualified over a very minor technicality. Competitor Reebok stepped in to award her their own version of an award, complete with prizes for the school she taught at. By the time Nike turned around to correct things days later, too late. Damage done.By doing this, Reebok had jumped in and exploited the PR gap created by the snafu, in effect, exploiting the ‘negative space’ created by Nike. This too me was always what true guerilla advertising was about: Move fast, exploit your opponent, strike quick, then get out. Be prepared to do things outside your normal planned ad budget that take advantage of current events or miscues by competitors which arise. Things which, if handled right, could gain a brand a nice amount of increased buzz for basically little or no outlay at the expense of the other guy.
So here’s how Advil should and could still capitalize on Motrin’s recent snafu in this regard:
Offer any traumatized Mommy Blogger a free sample box of Advil supported by some kind of understanding message on YouTube. (Or, a downloadable one-time coupon good for free in-store product.) That’s it. It’s really no more complicated than that because it’s a simple PR move exploiting the gap left by Motrin. Now, you may not get a large amount of converts, but that’s incidental and not the main goal here initially. What you’re doing is getting the Advil name in the minds of Motrin users.
Buzz, baby. Buzz.
Tags: attachment parenting, Motrin, Advil
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