What do you think of when you see that year? What if I add the term "Apple?"
For me, the famous Orwellian Super Bowl commercial comes to mind. Do you even remember who won the Super Bowl that year? Or even who played in it?
Super Bowl commercials had yet to become the subject of water cooler talk in 1984. How strange is it to hear that Apple originally planned to run its commercial during the college bowl games only to move it to the Super Bowl because it was cheaper? The Apple commercial is responsible for kicking off the Super Bowl super ads that have stolen the show — especially when the game was a blowout.
Why did this commercial receive such buzz? It's not like we'd never seen a good or different one before.
Are you struggling to come up with an idea for a marketing campaign or any campaign for getting the word out there when your budget is limited and every media is overcrowded? Even in this day and age with TiVO skipping commercials and information overload, it's possible to break in. It takes creativity and pushing at least one of six buttons.
Hughes shows which six secrets, or as he calls them "six buttons of buzz," that Apple hit upon with this commercial. Not only does he talk about the six buttons, but also he covers the six steps to creating a buzz worthy campaign:
The six buttons to creating successful word-of-mouth campaigns:
1. The taboo - sex, lies, and bathroom humor.
2. The unusual.
3. The outrageous.
4. The hilarious
5. The remarkable.
6. The secret - both the revealed and unrevealed.
The six steps to creating a campaign while integrating at least one of the buttons:
1. Push the right button.
2. Capture the media.
3. Advertise for attention.
4. Climb the mountain.
5. Discover creativity.
6. Police your product.