Hype for bloggers: the path to success and millions of views

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When promoting your own or a commercial brand, hype is interpreted as provocative advertising. The origin of the word is English: hype is translated as a trick, deception or swindle. The main purpose of such advertising is to attract maximum attention of the audience. The emergence of hype is associated with the abundance of regular advertising, which has actually turned into "noise". Consumers are tired of it, so they are even ready to pay for blocking. But any advertiser wants to break through this noise and declare themselves. This is how the trend for hype appeared, exciting and provoking society.

What is considered hype?
In fact, any topic that stands out from the accepted standards and provokes a scandal can be called hype. Such a topic should arouse interest, provoke discussions and comments in wide circles, but not offend people, their tastes and views.

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Examples of hype
Nowadays, there are many examples of genuine hype. An example is the NIKE advert called “What are our girls made of?” This is a two-minute video that very subtly touched on the feminist theme. The advert provoked a heated discussion on social networks and YouTube. The comments were mostly positive – even in Russia, where attitudes towards feminist themes are ambivalent. This advert touched almost all segments of the population, and the video on YouTube was viewed by more than 9 million people. Moreover, this video won the Golden Lion award at the Cannes Film Festival.

Another example of the bright use of situational hype is the advertising of Oreo wordpress web design agency cookies on Twitter (banned in Russia). The company played on the power outage that occurred during a football match of the National Champions League in American football, when the lights were out for 34 minutes. The company's marketers immediately responded to the situation on Twitter: "Power outage? You can dip cookies in the dark." The most interesting thing in this situation is that the Oreo brand paid a minimal price for the advertising.



An example of successful hype is the Whopper from Burger King, this patty spoiled over the course of 34 days. The company was often accused of their burgers containing a huge amount of preservatives. To debunk this myth, the company filmed a video showing what happens to a Whopper without a refrigerator for 34 days. By the last day of filming, it was completely covered in mold, which proves the naturalness of the products from which the burger is made. The filmed experiment increased the traffic of the Burger King chain by 22.8%.

Another interesting example is an advertisement from Reebok in Zapregram, which flashed by in February of this year. The brand posted a photo of Zalina Marshenkulova (the creator of the channel in Telegram "Women's Power") with an ambiguous caption: "When they say "Carry in your arms", I imagine how they carry me in a coffin." The slogan was immediately quoted on the Internet, and many memes appeared. Despite the short duration of the advertisement (several hours), according to a representative of the Russian branch of Reebok, sales throughout Russia immediately increased by 20%.