Inclusive Advertising Can Yield Shocking Results
I’ve been marketing media and advertiser brands all over the world for over 20 years, including launching Logo, the first-ever 24/7/365 LGBT media brand. From 30-second commercials in the golden, pre-digital days (looking back I call those “the easy days”), to today, leading social media and VR projects, scrapping it out for microscopic millennial attention spans. Nothing prepared me or my team, however, for what happened on a recent campaign for online travel company, Orbitz. After launching the social media video campaign, we watched as thousands of Facebook comments started in a rapid-fire chain:
“I need you to know that I never fall for marketing gimmicks but I will absolutely use Orbitz now. Because you’re fabulous and I love you.”
“Never before in my 69 years have I seen a commercial I actually loved.”
“That was amazing! Forward this to Pepsi to tell them how to properly promote America.”
“Best travel commercial ever!!!! We really need this right now!”
And every five minutes, more of the same. And then more…. And more.
You might assume that the brand team was anonymously writing these gushing comments, but no one would dare write an insider comment filled with that much adoration… I mean, who would believe it was real? But it was happening.
To generalize, the overall feedback was this: In this world where everything seems two-sided, thank you for reminding us that the world is round, and if we get out and see it, we might just have fun again. Thank you for embracing diversity. And, as a consumer, I believe in a brand that believes in this ideal.
The intention of every marketing campaign, every bit of branded entertainment, is to connect with an audience in meaningful ways. I work with some of the smartest, most talented people in the business who do their jobs well. Still, we were taken with how deeply this campaign connected with people.
Lexicon Strategies Co-founder Brian Tolleson was previously CEO of the National Center for Civil and Human Rights, founder of renowned advertainment studio BARK BARK, and former Marketing and Creative executive at Viacom.
Mr. Tolleson has spent his career working at the intersection of human rights, media and social justice while managing billions in partnership marketing initiatives, multi-platform branding and content strategy for distributors like Sony, NBC Universal, and Google, as well as marketers such as P&G, Unilever, Clorox, Citigroup, Target, Microsoft, Starbucks, Mercedes Benz, Chevron and General Motors.