What’s in this article:
- The Bronx Zoo has more than cockroaches up its marketing sleeves this year
- Even if courtship is not on your agenda, love still applies to all, and the zoo is finding the exact wording in its messaging to show this
Last year, we looked at the Bronx Zoo’s marketing campaign that evolved from an anti-Valentine’s Day concept to a giftable option for a loved one in Love and Hisses: The Zoo’s Valentine’s Day Marketing.
The zoo is keeping up that option with new variations on offer, one of which already sold out, as you can see below:
But this year, the zoo has more than cockroaches up its marketing sleeves. Sending out an email with a the subject: “Take our Love at the Bronx Zoo Quiz” shows a strategy of building engagement though a Buzzfeed style quiz, personalization, and a promotion.
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Note that the recipient name here is even laid over the top picture featured in the email:
Clicking the link to take the quiz will lead you to this:
FIND YOUR ANIMAL MATCH
Do you impress with your dance moves? Are you a fierce defender of your cubs? Are you into loud karaoke parties with big groups or quiet evenings at home? Take the Love at the Bronx Zoo Quiz to find your perfect animal match, and learn more about bonding, courtship, parenting and other behaviors that form key connections in the animal world. PLUS receive a 15% off coupon* to be used at the Bronx Store.
But even if you don’t get lured in to take the quiz, the email itself seeks to entice you to visit with these words:
“From breath exchanges between sea lions, to red panda moms teaching their cubs to be red pandas, there are lots of ways animals display their social connections and bonds. This month, we invite you to bring your loved ones to the Bronx Zoo to learn more about bonding, courtship, parenting, and other behaviours that form key connections in the animal world.”
Even if courtship is not on your agenda, love still applies to all, and so the last message on the email before all the warnings of new procedures in place for COVID19 is this:
“We could all use a little more love at the moment. Whether you bring your cubs during midwinter recess, or enjoy a romantic day out with your date, the Bronx Zoo is the place to share the love, with those you love this month.”
And so, they still have you covered with an appeal to family fun, too.
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