Zendesk is an international customer service software company.
Type: Superhero: Innovative content that sets the bar by incorporating new formats or channels to engage with the audience outside of the usual mediums.
Campaign Title: Zendesk Alternative
What It Is
Zendesk knew that customers and potential prospects were searching for alternatives to its product, so it turned the search term "Zendesk Alternative" into an advantage. The customer service software company created a fictional alternative band, named Zendesk Alternative, gave it a website and filmed a video.
The video features the band Zendesk - which is said to have originated in 1994 in Seattle - writing lyrics for an album that Zendesk is funding. The website commits to the joke with pages on its website for merchandise and tour dates, as well as social media accounts. They even created a MySpace account, the premier social media spot for bands.
Why we like it
Zendesk had a lot of fun taking over one of the top spots for the "Zendesk Alternative" SERP on Google. Not only is it one of the more original ideas that someone has had in content marketing, but the video for it is great. Zendesk was able to own a position in search results where it technically had no place being, while making visitors to the website laugh at the same time.
How We’d Add To It
Zendesk seems to have stopped doing anything new with Zendesk Alternative, but it might be time to get the band back together again. Creating a Spotify playlist for its music, launching YouTube videos with songs and lyrics, or creating Instagram filters of the band are all some ways that Zendesk could get more organic engagement from the project.
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