Go Go Power Rangers
(Image Credit: Wikipedia)
Passion is one of the key elements that create a successful campaign. Yes, you can have the best marketing planners develop strategies to unify communication tactics, but it’s the passion that will drive home the results.
Without sounding too cheesy, passion is what keeps you working late to refine your ideas, and it’s what motivates you to see the campaign through. And what does this have to do with Power Rangers – everything!
(Yes, that's me in the Mighty Morphin Power Ranger Costume)
I’ve long been a fan of Power Rangers, every since it premiered (I was about 6 years old), and I stayed a fan through it’s entire run and adopted its Japanese Super Sentai origins as a show favorite as well. My colleagues at Hill+Knowlton Strategies poke fun at my love for this iconic brand, but the marketing team at Saban Brands (Holding company for Power Rangers) did an amazing job at bringing the show back to the airwaves, which is something no one can deny.
They didn’t just create buzz, but reminded America of a spandex superhero movement that dominated the 90s. I’ll run down some of my favorite marketing tactics that their team executed that I believe many marketers should take note when revitalizing an iconic brand.
A Flashback Refresh
The marketing team at Saban Brands put all 18 seasons of Power Rangers on Netflix. For older fans, seeing all Power Rangers seasons on Netflix was nostalgic. Watching the Power Rangers as a child, the show was addicting in its own way. Seeing Kimberly fall in love with Tommy again made me think of being six years old eating my cereal getting ready for school. Even witnessing the destruction of TerraVentue made me think of battling middle school. And sadly, the destruction of Venjix reminded me of that feeling of the end of the Power Rangers series.
I wasn’t the only one who felt the passion return – Ranger Board was filled with comments and excitement for the past seasons and upcoming Samurai series. In the process of creating something popular, the show also created a somewhat cult following. The Netflix alignment brought new life to the older ranger community.Continued on the next page