By: Irina Skaya
Marketing buzz is difficult to achieve, and not all products can be the next Harry Potter, or the Volkswagen New Beetle. Yahoo! is redefining the meaning of purple with its new viral marketing campaign, “Start Wearing Purple.” Contrary to the popular belief that purple symbolizes royalty, Yahoo! attributes the color to innovation and imagination.
Startwearingpurple.com includes features such as "Celebrate Purple", "Purple Pranks", "Pioneers of Purple" and "Purple Picks.” “Pioneers of Purple” showcases mini-documentaries of influential personalities who epitomize individuality and innovative spirit of purple, a color that's been core to Yahoo!'s DNA since it began.
From purple bikes with built-in solar power cameras and funny videos to purple sneakers and Ts, the web portal is engaging and has the potential to create buzz, but will this brand awareness campaign drive Internet users from its competitors to the soon-to-be launched new Yahoo! site?
Check out how Yahoo! is 'purpling it up' through their Purple Pedals project.
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