Ally Bank last month sent a drone flying around the food court at Carolina Place Mall in North Carolina, delivering phone chargers to unsuspecting shoppers munching on burgers and checking email as part of its disruptive marketing strategy.
The drone was dressed in Ally’s colors—purple and white—and shaped like a large balloon. A basked on the bottom carried the tagline: “Ally Do It Right. The message: Ally is a mobile bank and if you’re out of battery power, you can’t get your mobile banking done.
The drone campaign, “You’re in Charge,” marks the latest in a series of disruptive marketing campaigns crafted to overshadow and outplay the competition in the marketplace. The campaigns began two years ago as Andrea Riley took the reins as CMO.
An earlier disruptive campaign hid 100 pennies in 10 cities with each of those pennies being worth $1,000. It was a reminder that every penny is worth saving. The pennies were located in public spaces in Los Angeles, San Diego, Denver, Austin, Chicago, Charlotte, Detroit, Miami, New York and Washington, D.C.
Ally uses its social media channels to engage people, including a post for the penny activation that read “Most people ignore pennies beneath their feet. We changed that. #AllyLuckyPenny.”
Event Marketer spoke with Riley this week about the disruptive marketing strategy, why this strategy works and the importance of experimenting with all types of new technologies, as well as other topics.