The iconic Mario character popping out of a Warp Pipe or ‘Colonne Morris’ as known in Paris has taken over the Champs-Élysées. This creative street marketing is a part of the promotion of the upcoming Super Mario Bros movie, set to release in December 2021.
In a world where traditional marketing is becoming increasingly less effective, companies are finding innovative ways to grab the attention of their target audience. This guerrilla marketing tactic by Nintendo and Universal Pictures is a perfect example of how creative and unconventional methods can make a lasting impression on consumers.
Captivating the Attention of the Passersby
The Warp Pipe installation is not just eye-catching but also interactive. As people walk by, Mario pops out of the pipe, giving them a photo opportunity that they can’t resist. The installation also includes a QR code that leads to the official trailer of the movie, increasing the chances of conversion.
The Power of Nostalgia
Super Mario Bros is a beloved franchise that has been around since the 1980s. The use of the iconic character and the Warp Pipe is a nod to the nostalgia that people have for the game. This connection to a fond memory can create a strong emotional bond between the brand and the consumer.
What can we take away from this campaign?
The campaign teaches us to think creatively and take risks to succeed in branding. Additionally, location plays a vital role, as selecting a high-traffic area like the Champs-Élysées and utilizing recognizable landmarks like the Colonne Morris can maximize brand exposure.
Using Local Elements to Increase Relevance
The Colonne Morris is a common sight in Paris, which makes the installation even more relatable to the locals. By incorporating a familiar element, the brand is able to increase its relevance to the audience, which in turn, makes the marketing strategy more effective.
Social Media Amplification
The Warp Pipe installation has become an instant hit on social media, with people sharing pictures and videos of themselves with Mario. This user-generated content is a powerful tool that amplifies the reach of the campaign beyond the Champs-Élysées.
The Super Mario Bros movie’s street marketing campaign is an excellent example of how creativity, innovation, and understanding of the target audience can make a significant impact. The use of the iconic character, interactive installation, and social media amplification has helped Nintendo and Universal Pictures capture the attention of the audience and create buzz around the upcoming movie. This campaign serves as a reminder that with the right approach, even the most traditional forms of advertising can be reinvented and made exciting.