When writing for this blog, I typically write about strategies or tactics surrounding online marketing. But today I wanted to share a marketing video that I saw that featured professional wrestler John Cena.
Unless you don’t pay attention to any form of media at all, you’ve probably heard of John Cena. According to the WWE website, Cena is a “…16-time World Champion, five-time U.S. Champion…He’s released a hit album, starred in blockbuster movies, and — more than a decade into his WWE tenure — he hasn’t slowed down a step.”
Cena has crafted a good-guy image in a rough and tumble sport full of bluster and bragging. He preaches “Hustle, Loyalty and Respect,” along with his motto, “Never give up.”
Along with all his other accolades, Cena is also the record holder for granting the most Make-A-Wish Foundation visits, with over 500. His fans, known as the “Cenation,” are loyal and many credit his example for giving them the strength to overcome life’s obstacles.
In fact, it was just that inspiration that Cricket Wireless chose to highlight in their most recent video with Cena. Cricket sponsors the WWE, and Cena has been working with the company doing online promotional videos.
The latest shows Cena in a studio as he is given cards to read from his fans. Each is from a different person who tells a story of how Cena’s example of “Never Give Up” inspired the during a time of adversity.
Perhaps the most touching came from a young boy whose mother had cancer. He had seen the Cena in a match once and the wrestler had given him a wristband. On it was Cena’s motto, “Never Give Up.” It was the inspiration that the mother needed during her fight with the disease.
It was then that each fan came out into the studio and personally thanked Cena for his example.
Cricket never makes a sales pitch. We don’t ever see a phone number or website address on the screen. Those things are not present because they are not needed. The viewer is left feeling good about what they have just watched and that feeling is transferred to the sponsor, Cricket, because they brought Cena and his fans together.
Antonio Damasio, professor of Neuroscience at the University of Southern California, confirmed that emotions impact our buying decisions. He found that when humans are faced with this type of choice, emotions from previous, related experiences influence our decision-making.
In the case of the Cena video, we are left with a very positive feeling that could be revived at some future point when we may be choosing a new cellular service. It is a very powerful form of content marketing and its effectiveness lies in its ability to tell a heart-warming story that will impact us both now and later.
While most businesses can’t land John Cena to do emotion-filled videos for them, they can find their own stories to tell that have an emotional angle. People like stories that inspire them and make them feel good. Find a way to tell your story in that fashion and you will be able to attract customers to your brand.
You can watch the Cricket/John Cena video below.
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Bob Turner is a Small Business Online Marketing Consultant with Social Flair in Cincinnati, Ohio.