March’s best interactive marketing campaigns [COVID-19 edition]

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As mentioned in our last article, consumer behaviours are massively impacted by the spread of the coronavirus. Consumers spend way more time online, reading the news and checking their social media accounts. The ongoing crisis is also causing significant disruption for marketers, who are forced to rethink their marketing strategies and actions to make them more relevant.

In today’s article, we’ll show you how our users are managing the crisis by relying more on interactive content and marketing games to support their customers and communities online. Here are the latest actions taken by our users, enjoy!

1. Let the audience speak

The RTBF wanted to allow Internet users to share their experiences as a way to drive engagement. The Belgian Radio-Television Broadcasting encouraged them to share their quarantine experiences by video, by embedding a download campaign in its article. The videos are then shared on all RTBF’s platforms so that everyone can benefit from each other’s experience. An original way to let its audience speak and create a community.

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On its side, the Austrian publisher VGN gave the floor to its journalists! The goal of this campaign is to show to VGN readers that journalists are providing the same level of service and high-quality content even from home. How? By displaying a gallery of all their stories, home working environment and experiences. A very human, original and lovely campaign.

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On a different note, the Belgian radio and television network VRT proposed to its audience to vote for the three old Flemish TV series they wanted to be available again on its VOD service. To do so, VRT embedded a voting campaign in its article and let its audience decide! The three winning series were announced on the radio.

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2. Provide useful content

Test Achats, the Belgian not-for-profit organisation promoting consumer protection, launched an interactive test “How to spot Fake News” to help its audience remain critical while checking online news. An explanation is displayed after each question to help them understand why the information is or isn’t reliable. The campaign’s objective is educational primarily but also awareness since it asserts Test Achats as a leading expert on consumer defence and information fact-checking. An interesting and well-documented campaign, especially relevant during this period where the amount of false or biased information around the coronavirus is flourishing on the internet.

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The French website of family leisure activities Familiscope wanted to find a smart and relevant way to promote its app Bayam, offering a new digital experience for children from 3 to 11 years old. Thanks to a footer pop-up created in minutes and displayed on its homepage, the media encouraged readers to download the app to help them entertain their children at home with different activities: language courses, virtual visits to museums, sport, culture, etc.

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3. Be a source of entertainment

To entertain its audience during the quarantine, Warner Music Spain launched a “karaoke” campaign in collaboration with the music group Sinsinati. Internet users were invited to sing one of the group’s songs in an acoustic version and to record themselves. The prize? The opportunity to appear in the song video clip on Youtube for 6 participants!

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And a last one for the road: the Danish magazine Gør Det Selv, launched a photo contest in partnership with the multinational Bosch. Participants are asked to upload a picture of their DIY projects and describe them in less than 255 characters. The one with the highest amount of votes wins Bosh tools. Even in this crisis period, partnerships are excellent opportunities to collect newsletter opt-ins and engage its audience!

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Want to get inspired by other original interactive marketing campaigns? Check out February’s best interactive marketing campaigns.

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