2end.

Brands use sensation marketing to generate attention with the help of

creative, sophisticated and sometimes confounding out-of-home stunts.
Images and videos can accompany such stunts online so that they can be shared in
social media.

This multiplies the advertising effect greatly.

When campaigns move away from traditional billboard advertising to unexpected

locations and unusual places,
this is referred to as ambient media. Building facades, streetlights and trees –
all conceivable contact points
are used for unconventional, interactive and multimedia brand promotions. Guerilla
marketing is yet another form of sensation marketing.
One feature of this format is its comparably low use of means and resources.

3end. Guerrilla marketing is regarded as unconventional because it abandons

classical advertising measures in favor of the more unorthodox
approaches associated with the types of direct and personal contact achieved via
below-the-line communications.

4 start. Many companies have used eye-catching sensational marketing campaigns to

draw attention to their brands or products.
Thus “King Kong” was advertised with a huge footprint on the beach around the time
the film was released; and the mysterious
disappearance of students in an enchanted wood was staged ahead of the launch of
the low-budget film “The Blair Witch Project”.
And as this example from the past demonstrates, the Mini brand was always devising
new ways to engage with its audience via sensational marketing.

5end . In addition to a really creative idea, good planning and preparation are
particularly important in sensational marketing campaigns.
To ensure success it is also crucial that the proposed sensational action is well-
matched to the brand and to the target group (“Brand Fit”).
In addition, points of contact should be created to allow consumers to immediately
respond to the planned action. For successful sensational marketing,
it is recommended that the action engage consumers and be networked across all
media channels. In order to spread the campaign virally,
the target group should be encouraged to provide Internet content – for example by
uploading photos on Pinterest.