I love it when I stumble across an unexpected marketing morsel from a company in a place that you wouldn’t expect to find it.
A marketing easter egg, so to speak.
I found one recently, hidden in my iPad updates. I’d barely glanced at the screen, was poised to automatically tap “Update All”, when I spotted an unexpected line of text next to the Trello icon:
~ HEY ~
What’s this? A message from the development team, in real English?
I expanded to read more:
A total tangent on the power of the pixel. Nerdy, loopy, charming, and 100% human. Definitely differentiated from other productivity apps.
By contrast, this is what other apps’ updates that day looked like:
Trello wins the memorable brand award today thanks to an inspired soul on their team, and a culture that allows their unique brand voice to shine throughout all touchpoints.
(For extra credit: check out Trello’s wide-open brand guidelines. “Don’t pass up a chance to delight and empathize.”)
Although the above example uses short form content that was likely proofed and edited by someone in a marketing role, I wouldn’t exactly call this content marketing. Rather, it was an opportunity to reach through the screen, connect with the user, and allow the brand to be engaged by the customer on their own terms. And they seized it. It’s a great case study for marketers to keep in mind.
What’s an unexpected brand engagement tactic or marketing easter egg you’ve come across?