Brand hijacking could be one of the most effective ways to get your brand noticed. In the example to your left, a boutique kitchen supply company named Gygi in Salt Lake City designed its billboards to match that of Cavalia, arguably the largest billboard advertiser Salt Lake City has ever seen. This year, there was a Cavalia billboard on nearly every mile of the freeway and dotting every neighborhood.
This marketing tactic, brand hijacking, works because of the media phenomenon of frequency. When one sees an ad, one does not actually “see” it the first time. Your eyes looked, but the connection to your brain about the message just isn’t usually made in the first impression. In the case of billboards, it usually takes up to 10 ad impressions (times seeing the billboard) to actually recognize it. Between 10-20 impressions in a month is the sweet spot, because when one sees the billboard one understands the message.
Now here’s where brand hijacking comes in.
A brand, such as Cavalia, has spent a lot of money to get its audience up to a 10 frequency to really start understanding their message. Now when Gygi, runs it doesn’t need to spend the money to get up to a 10 frequency, the audience has already seen it. But with the subtle differences the audience recognizes it immediately. Their brains start comparing it to the boards they’re familiar with. And all of a sudden, when it’s time to buy kitchen supplies, they find themselves at Gygi.
Brand hijacking is used in every media channel. Probably one of the most common examples is where a commercial is shot with the same look and feel of the television show it’s running on. For example, you’re watching The Walking Dead and fast-forwarding through the commercials, when all of a sudden you see zombies so you unpause. You then realize it’s not The Walking Dead at all, but just an Audi commercial. Clever, huh?
Hopefully the next time you see a familiar ad you’ll think twice.