In da hood

May 17, 2012 11:54 am

Content marketers and brands take advantage of the Facebook IPO hoopla

In a clever piece of content marketing, online retailer Betabrand has taken advantage of all the hoopla surrounding the impending Facebook IPO to market a range of ‘executive pinstripe hoodies’.

According to the LA Times, the garments have been around since February, but it was Mark Zuckerberg’s hoodie-wearing appearance at a pre-IPO roadshow in New York that created the lightbulb moment for the marketing team. Sure enough, they put the pinstripe versions on sale two days after Marky-Mark’s ‘controversial’ appearance (apparently some fashionistas felt it was unbecoming for a company head to attend an important meeting wearing street clothes).

Better yet, like any good piece of marketing built around compelling, interesting and, in this case, zeitgeist-capturing content, the campaign took on a life of its own thanks to the reach of social media. Even Zuckerberg’s sister Randi got in on the act, tweeting: ‘Inspired by Facebook’s IPO roadshow, Betabrand is now selling “executive pinstriped hoodies” Opening bell worthy? ;)’

Retweets followed, as did blogs, as did articles in newspapers around the world and within 24 hours, Betabrand had sold all 400 of its ‘executive’ hoodies, for US$148 each.

Betabrand’s founder Chris Lindland said ‘Hoodiegate was like pouring nitroglycerin on the fire’ and while he says they got lucky with the amount of coverage they received, this was no accidental content marketing strategy.

Creating products to suit content marketing

Betabrand specialises in ‘viral clothing’. In other words, it makes and sells clothes that people will talk about online and via social media.

‘To the best of our ability we are influenced by the Internet attention cycle,’ Lindland told the LA Times. ‘We put out two or three products a week, and the question we ask is, “Who would want to talk about this online?”’

It’s a strategy that has worked time and again – from a Farmer’s Market backback for the online food blogger community to bike-to-work pants for the engaged biking online audience. Betabrand has even produced dress pant sweat pants, which look smart but are made with comfort in mind. These were picked up by the likes of Time magazine and ‘went bonkers for us’.

It’s a clever approach that demonstrates a clear understanding of the golden rules of content marketing and the importance of knowing your audience. Plus, it shows that content marketing can not only successfully raise awareness of and generate conversations around existing products and brands, but that products and brands are now being created because of the success of content marketing.


The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.


  • Content Marketing News & Views Why Your Brand Needs a Podcast

    Why Your Brand Needs a Podcast

    Can you imagine speaking directly to a captive audience of potential customers? I’m not talking about the room of people you might find at a conference or seminar, but potentially tens of thousands of prospective buyers, listening to you from their home, on their way to work, during their lunch break or maybe even at the gym. This is the power of podcasting, and it’s one of the fastest growing and exciting marketing mediums available to businesses in 2017. It’s […]

    Read more →
  • Content Marketing Features The Power of Personalised Content

    The Power of Personalised Content

    With the incessant growth of digital communications, newspapers and other publishers have been forced to come up with new ways to tell stories. Companies that are not in the publishing business, but use content as a part of their marketing strategy can learn a lot from these emerging storytelling tactics. When it comes to personalised content, gamification is king. The more you can learn programmatically – primarily using data for better targeting – about your customer or audience member, the […]

    Read more →
  • Features Social Media The Latest Social Media Fails

    The Latest Social Media Fails

    There’s one big flaw that all brands have that no one likes to talk about: they’re run by fallible, emotional and sometimes careless human beings. Every once in a great while, these humans make mistakes—they slip up all too publicly on their brands’ social media properties. When this happens, most us watch the disaster unfold with bewilderment at the stark stupidity of it all. While these mistakes often create backlash for brands, and sometimes a bit of recovery work, they’re not necessarily […]

    Read more →
  • Features News & Views Is All Publicity Good Publicity?

    Is All Publicity Good Publicity?

    We’ve all seen those marketing campaigns that went, oh, so very wrong. They’re often around to clog up our social media feeds for a couple of days, garner some negative attention, and then they die off. But the real question for marketers is: how damaging was the campaign to the brand? We’re taking a look at whether or not all publicity is good publicity, and whether you can expect to recover from a serious popular culture blunder. Everyone’s Goal: Good […]

    Read more →
  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →