In the race for customer attention, companies try a lot of different things. Unhinged marketing presents such a possible divergence from the polished and predictable tone of traditional approaches. It uses trending content, memes, funny and irreverent brand voices, nonsensical content. It includes shocking ads, wild stunts, provocative messages, or campaigns that challenge societal norms to grab attention. Unhinged marketing is primarily a social media strategy. Just recently, Ryanair released its 2024 wrap-up on low-budget travel, boasting about how many couples it had separated (by charging its infamous fee for allowing companions to sit together) and how frequently it had irritated customers in other ways.
Another early entrant in the disruptive social marketing game is the fast-food chain Wendy’s with its silly contributions on its X account. As early as in 2017, Wendy’s told one of its followers on Twitter at that time to find new friends when they mentioned a competitor. Wendy’s communication brings the laughs with its snarky comments, quick-witted tweets, viral-worthy video clips and regular roasting of its well-known competitors such as McDonald’s, Burger King, or Popeye’s.
The language learning app Duolingo is another brand which by some credited with the emergence of unhinged marketing. Duolingo features a green owl as its mascot, is a recognized leader in the realm of unhinged marketing. The brand’s marketers consistently entertain followers with irreverent commentary, humorous videos, witty memes, and laugh-out-loud banter. Notably, Duolingo is famous for its somewhat threatening reminders to those who follow its language lessons.
While unhinged marketing can be highly effective in some cases, it also has the potential to backfire, making it a double-edged sword for businesses. Unhinged campaigns may offend or alienate consumers, cause damage to the brand’s reputation, or ignite legal and ethical debates. In a world where brands are deeply integrated into culture, there is an element of absurdity to consider. For instance, in 2019, Chase Bank faced significant backlash for a now-deleted tweet that appeared to mock customers for spending too much on activities like dining out, taking cabs, and drinking coffee. Similarly, in 2022, Balenciaga acknowledged “grievous errors” after facing backlash for promotional images featuring children holding BDSM teddy bears.
Ultimately, unhinged marketing requires a delicate balance of creativity, boldness, and responsibility. It is not for the faint of heart. It is unlikely to be a fit for brands in industries that need to be taken seriously by consumers, such as those in law, finance, and medicine, as well as for luxury brands and businesses based in education, children’s products, and real estate. For new brands with little to no existing brand awareness in the market, unhinged marketing can be an unlikely-to-land leap – as the tactic is more likely to fly for brands with an established image in their industry, large following on social media and existing customer base. Brands targeting younger demographics, especially Gen Z and millennials, may benefit from unhinged marketing because this group tends to appreciate humor, boldness, and irreverence.
But for brands targeting younger audiences, unhinged tactics can be a winning move. Potential suspects include food and beverage makers, gaming companies, fashion brands, fitness and health, tech brands, artists, and activism-focused organizations. Brands that seek to challenge industry norms or disrupt established markets are often well-suited to unhinged marketing.
Résumé
Unhinged marketing: Rebelský krok vyžadující pečlivé zvážení
Unhinged marketing představuje záměrné vybočení za zaběhnutých trendů v social media marketingu. Využívá trendový obsah, memy, vtipné a neuctivé poznámky, šokující či provokativní sdělení, které zpochybňují společenské normy, nebo prezentuje zdánlivě zcela nesmyslný obsah, aby upoutal zákaznickou pozornost. Unhinged marketing vyžaduje udržování křehké rovnováhy mezi kreativitou, odvahou a odpovědností. Příklady hodné následování zahrnují Duolingo, Wendy’s či Ryanair, zatímco existují i příklady kampaní, jimž by se měly značky vyhnout obloukem.
