Subway’s Comeback and Other Unique Digital Marketing Strategies

In the age of information, digital marketing appears to be the strategic direction now widely adopted by every corporate brand. Marketing agencies, social media agencies, and public relations agencies are also now using digital marketing as a strategic framework to meet their clients’ marketing goals. As a PR and digital marketing agency in Jakarta, Media Buffet PR integrates public relations and digital marketing into its operations.

To understand how digital marketing is implemented, it’s interesting to explore further how major brands out there employ unique strategies that go beyond public expectations in their efforts to maximize public attention for new products they’re about to launch.

Let’s take a look at some examples of highly unique digital marketing strategies from well-known brands that have successfully captured the attention of their target markets.

Digital Marketing Strategies from Leading Brands

Subway’s Launch in Indonesia (Subway)

Do you remember the hoax about the creation of the Subway Indonesia Instagram account last December? Whether it was a hoax or simply a bridging phase leading up to the store launch campaign, the creation of that fake Subway Instagram account last year certainly succeeded in building brand awareness and getting people excited about the prospect of having a Subway right in front of them.

If it was intentional, this was a very interesting digital marketing strategy because Subway successfully planned and executed this campaign well in advance, leading up to the actual opening of its first store.

In addition, Subway has frequently appeared in various Korean dramas for quite some time. Subway’s product placement efforts also seem to have successfully generated excitement among K-drama fans. This was evident from the public’s high level of enthusiasm when Subway finally opened at Cilandak Town Square in South Jakarta on October 15, 2021.

House of Go (Nike)

Nike has always been synonymous with unique and memorable advertisements, but this time, Nike did something completely different. Nike’s “House of Go” was part of a product campaign Nike launched in the U.S. back in 2018 to introduce its upcoming new shoe, the Nike Epic React Flyknit.

The House of Go campaign took place in Chicago, a city known for its strong running community. House of Go was a building transformed into a visual paradise for runners.

With animations on the floor and covering the walls, runners could enjoy a truly unique running experience, complete with the Nike Epic React Flyknit sneakers, which they got to try on for free. The requirement to participate in this campaign was quite simple: sign up as a Nike+ member through the Nike app.

The building’s unique design, filled with animations and striking color schemes, made House of Go a highly Instagrammable spot for visitors to share on social media. Starting in Chicago, the House of Go campaign spread worldwide to cities like Melbourne and Buenos Aires.

Stranger Things Season 2 (Netflix)

Netflix is well-known for its unique movie and series campaigns. In 2017, Netflix did something that caught *Stranger Things* fans off guard by launching a hidden campaign aimed at building momentum for the release of the series’ Season 2.

In Los Angeles and New York, billboards appeared bearing the words “Hawkins Power and Light,” complete with the company’s tagline and an active hotline number that anyone could call. When dialed, callers heard a recorded message containing clues about what was to come in Season 2.

Why is Netflix doing all this—something that’s clearly hard for people who don’t watch *Stranger Things* to recognize? Because the goal of this campaign is to create a ripple effect.

The buzz generated by loyal Stranger Things fans thanks to this promotion will certainly attract the attention of others who aren’t yet familiar with the series, as Stranger Things fans will undoubtedly share photos of the billboard on their personal social media accounts. That’s where the ripple effect comes into play.

These are some examples of unique digital marketing strategies that people will surely remember for years to come. The campaigns mentioned above can serve as inspiration if you’re looking to promote a project or product.