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Seasonal & occasion marketing

Certain seasons or important dates have become synonymous with marketing. Brands that rely on sales spikes around these occasions focus marketing activity upon them. In many markets, Christmas is the most competitive time of year to launch an ad campaign, though different festivals have the same effect elsewhere. And big events, particularly sporting events, still drive huge TV audiences - and draw huge amounts of adspend.

Key Reading

Important papers from across the Warc database

This article examines successes and failures in big event activation, identifying best practices and explaining how brands can maximise the effectiveness of their budget. It looks into a strategic example from Beats by Dre, which gave headphones to influential sports stars, as an example of smart event marketing.
Exploring Super Bowl ads: how they have changed and how big brands have used them effectively.
This article analyses the performance of several brands that have used big event marketing.
This article explores marketing around birthdays, an event that marketers are finding very effective.
How brands should optimise their websites and use search marketing to increase festive sales.

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