Did you log onto Tumblr yesterday? If you did, you might have noticed something different.
Regardless of how microscopic it might have appeared, Tumblr has put its own logo to use for brand awareness. Specifically, it was yesterday – on National Coffee Day, no less – that the period on the Tumblr logo was replaced by a tiny Starbucks coffee cup. However, this coffee cup is more than just a means of decoration. In fact, users who would hover their cursors over the cup in question would be able to find various posts related to Starbucks or coffee in general.
More than anything else, this endeavor was conducted for the purposes of marketing. It’s understandable as to why, especially when considering the fact that the Tumblr period has been used for other purposes as well. For example, on Valentine’s Day, the period would take the shape of a small heart. However, up until recently, no third-party company has taken advantage of the Tumblr period for advertising. To say that it’s a quirky take on typical marketing efforts would be nothing short of an understatement.
As quirky as this might be, though, this endeavor on the part of Starbucks is even more understandable. Keep in mind that various social media channels are open to discussion, though I’m of the opinion that smaller messages are more effective, since they’re easier to digest. Why do you think so many companies have taken to the likes of Twitter, either for movie-marketing purposes or otherwise? It’s easy enough for messages to be posted and, just as importantly, it forces these companies to be creative in how they market their wares. Tumblr, as a microblogging sphere of its own, follows a similar pattern. Essentially, companies have to make the most of what they have, no matter how small.
While Adweek alluded to the fact that Tumblr did not specify the cost of sponsoring on its logo, an online marketing firm can only assume that it was not cheap. Much like other social media networks, Tumblr is home to a specific audience. In most cases, it is not used to promote companies but instead provide entertainment and interesting commentary on a number of subjects, no matter how deeply-rooted in geek culture they might be. As a result, businesses have to be careful about how they market to Tumblr users. Creativity must be placed at the forefront. Instead of spamming the feeds of Tumblr users with countless posts, why shouldn’t these brands go off of the beaten path? The usage of the Tumblr logo’s period is, in my view, as far off of the beaten path as can be imagined.
What is your take on Tumblr’s logo being used as more of an advertising vehicle going forward? Do you see it as a profitable endeavor for inquisitive companies? Please leave your thoughts below.
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