Last week Australian based textbook rental business Zookal announced
it would be delivering text books to renters via Unmanned Aerial
Vehicles (UAV). This announcement sparked a national argument debating
on whether UAV's should be allowed for commercial use. Currently
countries like Australia and China allow the use of UAV's for commercial
business but, the US currently has them outlawed under such circumstances.
While the debate certainly holds a variety of political and social issues
regarding the use of UAV's but I being the marketing junkie I am, would like to
take a different perspective at the subject.
While the long term viability of this
business structure can certainly be argued one thing that cannot is the impact
this stunt is having. This marketing stunt of sorts is a primary example
of a business doing something outrageous in order to make the headlines. This
growing trend has been the standard for most creative businesses trying to make
an impact globally.
This trend can most recently traced back
to Red Bull Stratos the global
science experiment that Red Bull conducted to send a man to the edge of space.
While the event may not directly correlate with an energy drink Red Bull
may have consciously (or unconsciously) started a new marketing trend.
The event activated over 61,340,000 impressions worldwide and set Red Bull out as the
premiere energy beverage.
And granted Zookal may not be dropping textbooks
from space the marketing stunt is a prime example of a local company making a
global impact utilizing digital outlets and a clever idea. If Red Bull Stratos shows us anything its
that you don’t have to be a relevant subject to make a big impact on the Internet. It will be interesting to see how Zookal is
able to turn this marketing stunt into a multi-media activation and turns into
profit.
No comments:
Post a Comment