If we rely on the literal translation of the word Hype, the meaning we get is “hype” or “overblown.”
Like many words born with a precise meaning in the field of Marketing and Communication, it represents the strategy designed at the table to create strong anticipation for the launch of a new Brand, product or service.
It is particularly effective in creating buzz around a brand or product, attracting public attention and generating positive expectations.
Something more about Hype
“Growing fan hype” is a term we many times find in articles posted on blogs.
This implies that the much-desired launch is aimed at an audience that is already familiar with the Brand and its products.
So taking a concrete example, “Fan hype grows for the launch of the new iPhone.”
This can be for any type of particularly desired product such as a video game, movie, technology product etc.
If we translate this example into mainstream communication, we can say that Hype is also the activity that is done to launch each edition of Sanremo.
In 15 years of Event Organization business, we have often used this strategy, to increase the interest of participants.
The sine qua non is for the Company to be innovative and for the public to expect, constantly, something new. We say to be amazed.
A perfectly apt example is the strategy that Apple has deployed over the past 15 years to launch their products.
Some examples of Hype
Video Game Industry
The launch of an anticipated new console or video game is another classic example of hype.
Take, for example, the launch of“Cyberpunk 2077,” which saw a massive promotional campaign with previews, trailers, and celebrity collaborations that greatly elevated public expectations.
Although the actual launch had technical problems, the hype generated ensured high sales from day one.
Cinema and Entertainment
In the film industry, hype can be built through trailers, posters, and viral campaigns.
A recent example was“Avengers: Endgame,” for which trailers played a crucial role in building anticipation among fans for months before its release.
Fashion and Lifestyle
In the fashion industry, the launch of a new collection or collaboration between famous brands and celebrities can create significant hype.
One example is the collaboration between the clothing brand Supreme and other major fashion labels, where limited-edition products are often sold out within minutes of release due to the enormous anticipation created among consumers.
Psychology of Hype
Expectations vs. Realization
Using hype to launch a product can also have a downside.
If expectations are not met, audience disappointment can be great and damage a brand’s reputation.
This underscores the importance of balancing hype with the reality of the product or service being offered.
FOMO (Fear of Missing Out): Much of the hype is based on the psychology of FOMO, i.e., the fear of being left out.
Companies often capitalize on this feeling to push consumers to act quickly, fearing that they are missing out on a unique opportunity.
HYPE: Conclusions
Hype is a double-edged sword in modern marketing: when well managed, it can lead to extraordinary success, but if promises are not kept, it can result in compromised trust among consumers.
A company’s ability to navigate these waters largely determines its success in launching new products or events.
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