Ads in the Wild: Keeping it Social with Nostalgia
August 9, 2011
Is there anything quite as “social” as nostalgia?
Proust may have had a very private trigger for his memories of time lost, but most of the time, we tend to trip nostalgic based on shared cultural memories — stuff that evokes the way things were “back in the day.”
What could be more inherently social than that? And since I wrote last week’s column about the importance of “Keeping it Social,” it seemed only appropriate to write this week’s column about tapping into the power of nostalgia to give ads a social flair. Just check out this ad I found staring out from my Facebook page the other day:
Ah, Battlestar Galactica… such a motherlode of nostalgia that they’ve already rebooted the TV show to record breaking success on the Sci-Fi channel. A show practically guaranteed to bring back memories of 80s childhoods.
And here’s the best thing about it: We don’t even need to read the URL to know it’s a BSG game. Just the shape of that fighter is enough to start one’s mind tripping back through the years. In my case, it took a moment to place it properly, which of course prompted me to read the ad.
But it didn’t quite intrigue me enough to click through, mostly because I’m not much of a gamer, but also because the ad almost totally failed to capitalize on the nostalgia they created with the picture:
- No reference to battling it out with the Cylons
- No reference to Starbuck, Apollo, Adama, etc.
- No hint to whether the game follows the storylines from old TV show or the recent reboot
There are plenty of great games out there. This one’s special appeal was based pretty heavily on nostalgia and the desire to re-enter the Battlestar Galactica universe/storyline. So where is that nostalgic appeal in the text of the ad itself?
And what about the social aspect of the game? Can I play on teams with friends?
For an example of using nostalgia properly, check out some of the “What 80s Movie Character are You” quizzes that ripped through the Facebook universe a few years back. Not only did they invoke a heavy dose of nostalgia, but they doubled-down on the social aspects of that nostalgia, by enabling the sharing of of recalled cultural milestones with friends.
And that’s the kind of social dynamic you should be looking for in a nostalgia-based ad.
Browse By Category
Update Bids and Monitor Changes with AdWords Scripts
Explore different ways to use Google Sheets and AdWords Scripts to change bids and handle uploads. Get started with creating your own bidding system!
Google Speed Update – What It Means & The PPC Impact
The Google Indexing Speed Update implemented site speed as a SERP ranking factor for mobile web pages. Learn how the update could affect your PPC campaigns.
Dynamic Search Ads for Advanced Users
Explore a few advanced ways to use Dynamic Search Ads in your account!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
What is 3rd Party Data and How Do You Use it?
Data is everywhere in online advertising. 3rd party data is an extremely useful way of getting your message in front of the right prospects. But what is 3rd party data and how do i use it.
Launch Your Multi-App Marketing Strategy
Understand what three things you need to know to start your Multi-App Marketing strategy.
Time for an Honest Discussion about RSA's
Join Hanapin’s Matt Umbro and Directive Consulting’s Garrett Mehrguth as they engage in an honest discussion about responsive search ads, walking through all the pros and cons and advice around using the new ad type in your campaigns.
Load More »