Campaign Strategy :: The Power Play

The Power Play is the last-ditch, hail mary, off-the-wall idea, marketing play that's sure to make your audience stand up and pay attention.

This is a promotional campaign strategy designed to revitalize a stale sales pipeline or announce an emerging product or service in a crowded marketplace.

In this play you have to think big—really big. Here's an example of a successful power play Taco Bell ran a few years ago.

The promotion was that if the NASA satellite, while falling to earth, hit the Taco Bell platform floating in the ocean, everyone on earth got one of their new tacos.

The satellite landed nowhere near the platform but it was a success nonetheless. It garnered world-wide press attention as all eyes were fixed on the Branded platform.

Consider an even more relevant promotional play. A real-estate company offering a sweepstakes to win an entire Island in the tropics. Talk about location, location, location!

If your client sells computers for home or office use, offer a custom-built super-computer!

The key is to think big. The larger the net lifetime value of 1 new customer, the larger (and more attention-worthy) the promotion.

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