Mystery Machine
Tips on launching your own teaser campaign.
What would Elmo do? That question had media speculating and customers clamoring for the newest version of the fuzzy red Sesame Street character, whose holiday 2006 launch was a big secret. Maker Mattel kept mum until the doll's release in September. Once the beans were spilled, TMX Elmo became one of the year's hottest items, topping the holiday wish lists of boys and coming in fourth among girls, creating long lines at retailers who carried the doll.
"[Stealth] marketing can get customers excited about something new by building expectations," says Sheree Clark, partner at Sayles Graphic Design, a Des Moines, Iowa, advertising firm that has launched teaser campaigns. To maximize impact, she says:
Continue reading this article - and everything on Entrepreneur!
We make some of our best content available to Entrepreneur subscribers only. Become a subscriber for just $5 to get an ad-free experience, exclusive access to premium content like this, and unlock special discounts.
Entrepreneur Editors' Picks
-
Kale Was a Garnish Before This Creative Genius Made It Famous. Here's How She Did It — and What She's Planning Next.
-
Telling Your Brand Story Is Crucial. 4 Steps to Ensure That It Resonates.
-
This Baker Was Told Not to Speak Spanish With Colleagues, So She Started Her Own Cake Company That Values Employees Just as Much as Customers
-
Improving Yourself Takes 9.6 Minutes of Work Each Day
-
Meet the Women Behind Some of McDonald's Most Iconic (and Essential) Ingredients — and How They're Setting New Standards
-
Remote Work Shouldn't Be Up for Debate
-
Employees Are Over Foosball Tables and Free Snacks. Your Company Culture Needs This Instead.