Would You Change Your Name for Free Sushi? Inside the Bold Moves That Make Campaigns Work (Or Not)

The holiday season is upon us, and with it comes the peak of marketing activity. From Singles' Day, or Double 11 in Asia to the upcoming Black Friday, Cyber Monday, and Christmas shopping sprees around the corner, brands are rolling out a wave of year-end promotions.

This busy shopping season, reminded us of other moments in marketing history when brands took their promotional efforts a little too far. We thought back to a local example, when a Japanese sushi chain, Sushiro, launched a short-lived campaign in Taiwan offering discounts or free sushi meals to anyone with "salmon" in their name. The promotion was tiered: those with the Chinese characters for "salmon" (鮭 "gui" and 魚 "yu") in their name ate for free, while those with names containing either character received discounts.

What seemed like a creative, out-of-the-box idea quickly spiraled as over 200 hundred people went to legally change their names, overwhelming government offices with name-change requests and creating a media moment.

The campaign was a decent success for the sushi chain, with around 10,000 comments and shares on Sushiro’s Facebook and Instagram page. It even caught the attention of international news outlets like the BBC and The Guardian.

While Sushiro's salmon campaign didn't backfire to the extent of Pepsi’s “Pepsi Points” case—where a customer famously sued for a Harrier jet after collecting the required points—or American Airlines’ unlimited AAirpass (which led to multimillion-dollar losses and ultimately the cancellation of tickets due to lack of profitability), it still raises an important question:

How far is too far when it comes to promotions?

And how to keep your marketing promotions creative, original, yet still within the limits?

Today, we'll explore the delicate balance between clever marketing and promotions. So settle in, and get ready to analyze some noteworthy promotions from the past which illustrate how out-of-the-box thinking can work for your brand.

Level? Up Take:

While traditional marketing promotions like "buy one get one free", percentage discounts, free shipping, flash sales, and bundle deals often work exceptionally well for most brands, there's also a time and place to get a bit more creative. Sometimes, it pays off (and makes sense) for your brand to break the mold and go beyond the conventional. Here are a few examples of brands that weren't afraid to take their seasonal marketing up a few notches:

• Experiential Marketing:?Instead of offering the usual Black Friday discounts, outdoor retailer REI decided to #OptOutside. They closed their stores and paid their employees to spend Black Friday in nature, encouraging their customers to do the same. This campaign created an?experience?and a movement, starting a community around REI's brand values. By promoting a connection with nature over material goods, REI fostered a sense of community among outdoor enthusiasts and positioned itself as a brand that prioritizes well-being and environmental stewardship.

• Humorous and Unexpected Campaigns:?Cards Against Humanity has mastered the art of the unexpected. They consistently push the boundaries of conventional marketing with humorous and often absurd campaigns, which are very on brand. Whether it's selling a box of bull manure, offering "nothing" for $5, or raising prices on Black Friday as a joke, their stunts generate massive buzz and reinforce their irreverent brand image. This approach works because it's authentic to their brand personality and creates a memorable experience for their audience.
• Anti-Consumerism Stance:?Take Patagonia, for example. Their "Don't Buy This Jacket" Black Friday campaign was a bold move that directly challenged the overconsumption often associated with this day. It seems almost counterintuitive—paying for a full-page ad in a prominent newspaper to discourage people from buying your products. But it's not hard to see why it worked for Patagonia. By placing this ad in the New York Times and people to consider the impact of their purchases, they took a stand for sustainability and resonated with consumers who are seeking ethical and environmentally conscious brands, which Patagonia certainly is.

• Purpose-Driven Promotions:?Everlane, a fashion brand known for its transparent pricing and ethical practices, took a purpose-driven approach to seasonal marketing with its "Choose What You Pay" sale. Customers could choose from three different price points for each item, with each tier contributing a varying amount to a specific cause. This allowed customers to participate in ethical consumerism, directly supporting social or environmental initiatives while enjoying a discount. This strategy not only drove sales but also strengthened Everlane's image as a socially responsible brand.

These cases show that by embracing creativity and aligning your promotions with your brand values, you can create a lasting impact that extends far beyond the holiday season. Today, it's not just about selling more; it's about connecting with your audience on a deeper level and building a brand that resonates in the long run.

Final Word:

The key takeaway? Know your brand, know your audience, and don't be afraid to experiment. Sometimes a traditional approach is all you need, while other times, a touch of originality can make all the difference. And it's worth remembering that even the most well-intentioned campaigns may have unexpected outcomes. It's all part of the learning process.

? Speaking of memorable campaigns, we'd love to hear from you! Do you recall any outstanding campaigns that went viral for all the right (or wrong) reasons? Let us know your thoughts in the comments.

As we head into Double 11 week in Asia and now in many western markets, with promotions already bombarding us from every angle, let's take a moment to appreciate the fine line between clever marketing and promotional chaos.

Happy Friday!

#marketing #branding #advertising