Mistakes are typically seen as something to avoid. But in the world of marketing, a typo can be a powerful tool for grabbing attention and creating buzz. This unconventional approach, known as "typo marketing," involves using deliberate errors to increase engagement and make campaigns more memorable. Recently, Coors Light highlighted how a brand can seamlessly use this strategy.
Key Takeaways
- Mistakes as Engagement Magnets: Companies like Coors Light have shown how intentional typos can spark curiosity and boost brand engagement.
- Influencers Are on Board: Social media influencers use deliberate misspellings and mispronunciations to drive higher audience interaction.
- Authenticity Sells: These strategies work because they make brands and influencers appear relatable, human, and approachable.
Introduction
The blooming phenomenon of typo marketing is highlighted by diving into two re-creatable and notable examples: Coors Light’s "Case of the Mondays," and how influencers use intentional mispronunciation to drive engagement. One thing you can always count on; people on the internet will call you out. What they don’t know is they could be feeding right into your strategy. Here is the breakdown on how to use typo marketing to your advantage.
Coors Light: The "Case of the Mondays" Campaign
TLDR:
Coors Light used the Typo Marketing to catch the attention and engagement from their audience and set the stage for their newest campaign.
In January, Coors Light dropped what appeared to be their normal run of the mill ad. However, people quickly caught a typo in the copy. This sparked outrage and discussion on the internet about how something like this could happen. Others theorized that this mistake was actually a calculated play in a longer game.
In response to the typo, Coors Light apologized and blamed this on a case of the Mondays.
Days later, they announced Monday Light, their new branding ahead of the most dreaded Monday of all. The one after the Super Bowl.
The Ad:
People immediately took notice of this huge typo. This sparked instantaneous buzz on the internet. Instagram users flooded to the comments of Coors Light to call them out.
Others users, like @stuffaboutadvertising on TikTok, speculated that this was a lead up to something intentional.
Coors Light Response:
The Final Campaign Play:
Days later, Coors Light revealed their hand by dropping “A Case of the Mondays”, their Super Bowl 59 campaign. Coors Light will be changing their name to “Monday Light” in preparation for the most dreaded Monday of them all…the one after Super Bowl Sunday. Starting in January, consumers could find the limited edition packaging in stores near them.
If that’s not enough for you, they have also dropped limited edition “Case of the Mondays” apparel and a “Chill Face Roller”.
Fan Reaction:
The reaction to this campaign was overwhelmingly positive and ahead of Super Bowl 59, had already marked this campaign a touchdown for Coors Light.
Coors Light Super Bowl 59 Commercial:
Why This Worked:
Relatability: The campaign's opening move humanized a mega-brand like Coors Light, making it feel approachable. Everyone has experienced a typo or a real “case of the Mondays.” By tapping into this universally relatable moment with a playful, lighthearted tone, Coors Light positioned itself as a brand that understands its audience on a personal level.
Social Media Buzz: Coors Light typically garners 5–20 comments per Instagram post. However, their initial typo ad blew up with over 100 comments, and their cheeky follow-up statement, “We had a case of the Mondays,” garnered 160 comments. The campaign didn't stop there—it sparked discussions across platforms like TikTok, X (formerly Twitter), and mainstream media outlets. This cross-platform engagement amplified visibility and created widespread anticipation for the campaign’s next move.
Memorability: By embracing humor and orchestrating a multi-layered campaign around an “error,” Coors Light created an unforgettable narrative. The clever integration of relatable messaging, digital buzz, and innovative product rollouts ensured this campaign would be etched in consumers’ minds.
Typo Marketing on Social Media
Do Influencers purposely mispronounce or misspell words in their content? Typo marketing can be used as a social media strategy used by influencers and content creators to increase engagement. This is similar to the phenomenon of rage baiting. By deliberately misspelling words or mispronouncing brand names, brands or influencers can gain the attention of their followers on social media platforms. If done correctly, this could stop the scroll and get their audience engaging with their content.
Why It Works on Social Media:
- Comments Drive Algorithms: Misspellings often prompt followers to correct them in the comments, which boosts engagement and makes posts more visible.
- Relatability: Intentional errors make influencers appear more genuine and human, which helps build trust with their audience.
- Viral Potential: These errors often spark conversations, increasing the likelihood of content going viral. This not only keeps the audience engaged but also amplifies the reach of the content.
Why Typo Marketing Works:
At first glance, typo marketing seems counterintuitive. Why would a brand or influencer want to look unpolished? The answer lies in psychology and digital trends.
1. Human Nature
In today's internet environment, one thing you can always be sure of is humans calling each other out or jumping to be the first to correct someone. While there was a time that this could perhaps be annoying or a negative aspect of the internet, it is now able to be leveraged for success. Typo marketing leverages human nature to increase engagement on campaigns and posts.
2. Humanization of Brand
Intentional errors make brands appear more relatable. People are more likely to connect with companies that don’t seem perfect.
3. Curiosity and Humor
Typos catch the eye and often make people laugh. These emotions create a stronger connection to the brand and encourage sharing.
4. Increased Engagement
Deliberate mistakes often lead to higher engagement rates as people comment, share, and interact with the content.
5. Memorability
Mistakes stand out in a sea of polished, perfect content. This uniqueness makes campaigns more memorable.
How to Implement Typo Marketing:
If you’re considering typo marketing for your brand, here are some tips to get started:
- Know Your Audience: Ensure your target audience will appreciate the humor and creativity behind the strategy.
- Stay On-Brand: Any typos or errors should align with your brand’s tone and message.
- Use Sparingly: Overusing typos can dilute their impact and make your brand appear careless.
- Leverage Social Media: Encourage user-generated content by inviting your audience to share and discuss the "mistakes."
- Track Results: Monitor engagement metrics to assess the effectiveness of your campaigns.
Conclusion
Typo marketing proves that imperfection can be powerful. By embracing deliberate mistakes, brands and influencers can create memorable, engaging campaigns that resonate with audiences. Whether it’s a beer pack with a clever pun or an influencer's casual mispronunciation, humor and humanity, go a long way in connecting with consumers or your audience.
One thing you can always count on - people will tell you you are wrong on the internet. Use this to your advantage with typo marketing.
FAQ: Understanding Typo Marketing
1. What is typo marketing?
Typo marketing is a strategy where brands and influencers intentionally use misspellings, errors, or typos to grab attention, increase engagement, and make content more relatable.
2. Why do typos increase engagement?
Typos increase engagement because they spark curiosity and often lead to comments from audiences correcting or discussing the mistake. This activity boosts engagement and makes the content more visible.
3. Can typo marketing harm a brand’s reputation?
Typo marketing can harm a brand’s reputation If done poorly or too often. If used incorrectly, typo marketing could make a brand seem unprofessional. It’s important to use this strategy thoughtfully, sparingly, and in a way that aligns with your brand’s identity.
4. Are there risks involved in typo marketing?
There could be some risks involved in typo marketing. It is important to know if your audience and industry align with this strategy. Some audiences may perceive these mistakes negatively and could harm your reputation.
5. How can I measure the success of typo marketing campaigns?
Measure your success of typo marketing by tracking key metrics such as engagement rates, social media shares, website traffic, and sales to evaluate the effectiveness of your typo marketing efforts.
Do you need help implementing new social strategies to connect with your audience? Torro Media has you covered.
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