DOES SATAN SELL?
Earlier this year, Lil Nas X launched some hot new Nikes. But these weren’t your typical runner/rapper collab. They flaunted a pentagram, an upside-down cross and there were only 666 pairs up for grabs. Oh, and each pair contained a drop of human blood. Naturally, the ‘Satan Shoes’ made headlines, sparked backlash and sold out in under a minute.
But does that make Satan a successful brand ambassador? Not always. Shock marketing is nothing new, so we’re digging into the good and bad of controversial campaigns, how they cause uproar, stir relevance and ultimately boost sales.
The devil wears Nike
Launching fresh kicks fit for hooves was never the goal. The fact that Nike is suing MSCHF, the company who customised the shoes proves it. It’s highly likely they expected to be sued. After claiming they were ‘made in the name of art’, the outcome of the lawsuit is anyone’s guess. But the gamble has already paid off.
The Friday before the shoe launch, Lil Nas X dropped a steamy, satany music video. And when the shoes hit the headlines, YouTube views skyrocketed. A textbook earned media stunt.
Conservative backlash was massive for both the music video, and the shoes. But that just fueled the fire. Lil Nas X fans love it. The shoes sold out in seconds. And while the internet clutches its pearls, the music video is climbing above 90 million views. The devil works hard, but the internet works harder.
Homegrown in Hell
New Zealand has its own devilishly iconic brand. In 1996, at a time when a Hawaiian deep-dish from Pizza Hut reigned king, a new competitor was spawned. Hell Pizza offered “gourmet pizzas straight from hell” – with a brand promise not to give a damn.
From billboards made of rabbit fur, to direct mail with condoms attached – Hell Pizza quickly became a household name. Using creative shock marketing tactics, they were able to instantly differentiate themselves from the safer Pizza joints in town – luring us with a menu based on the seven deadly sins. Hawaiian was now ‘Greed’ and sexier than ever.
Hell knew who they were targeting, and who they weren’t. Since launching, they’ve maintained momentum with their devilish persona and countless gimmicks. And after being consistent for over 20 years, they’ve established themselves as a mainstay for all Kiwi households. Except maybe the conservative ones. But the road to hell is a dangerous one, and not all brands can handle the heat.
When you play with fire
As fun as shock marketing is, it doesn’t always pay off. Burger King learned the hard way with their poorly received stunt on International Women’s Day this year. Unsurprisingly, “women belong in the kitchen” didn’t go down well on Twitter, despite its best intentions. After years of positioning themselves as the ‘rebel’ burger chain, BK was forced to apologise. Lame.
You can’t play the good guy AND the bad guy all at once. It’s confusing, inconsistent and insincere. Shock marketing is polarising, so you can’t be out to please everyone. It’s about knowing who you’re going to offend, backing yourself and doing it anyway.
But the key to success is brand relevance. You can only play with fire if you can afford to get burned. Look at clothing retailer, Benetton. After over 50 years of controversial campaigns, they pivoted their marketing approach in 2016. With sales down, they felt the need to dial down the controversy to appeal to the masses. So no more Pope’s and Politicians enjoying a big gay pash – they chose to play it safe and take the mainstream money.
The devil is in the details
It’s not all eternal infernos and goat heads in hell. Sometimes there’s lawsuits, Twitter warriors and hot, sinful pizza. It’s a fun space to play in creatively. But companies who shock their audience need to be clear that you can’t win ‘em all. And although a well-placed shock marketing campaign can make a brand famous, you have to do it right to make it work. Just remember, there’s always the risk of a pithy apology with your tail between your legs.
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