Tag Archives: campaign

Calling All Batman Fans!

If you’re a fan of the Batman, then you’re in for a treat (and possibly the largest hide-and-go-seek game… EVER).

Warner Brothers has released a new viral campaign for “The Dark Knight Rises” and has created a brand new trailer due for a July release. But in order to see the trailer, Batman-fans (or ‘Bat-fans’) need to help the Gotham City police investigation track Batman down through hundreds of graffiti pieces placed strategically around the world. Yes, you read that correctly – the world.

Batman is played as a felon and wanted for a kidnapping, assaulting police officers and being responsible for six deaths. But fans of the previous movie know that Batman is innocent and is only taking the heat from Harvey Dent/Two Face (am I right?). But to the police, Batman is “armed and dangerous.”

These graffiti pieces distributed around the globe are essentially leaks that help to reveal the trailer, one graffiti art work at a time. How? Police officers (aka you), help to unlock trailer frames by Tweeting or sending an email that act (tdkr07202012@gothampolicedepartment.com) as “photographic evidence of graffiti related to any movement in support of the vigilante’s return.”

This is a great example of encouraging participation from a fan base on a global level (those metrics are going to be huge!), especially with the help of social media and the incredible power of technology today.

And isn’t this one of the most prized offerings of social networks like Twitter and Facebook? Not only is the entire world in on this mission to achieve a common goal in a clever and entertaining way, but the idea of mobilizing brand evangelists to ‘particpact’ (participate and act) with a brand is now the way of building relationships.

Good news for us – no more sitting on the sidelines. The brand-consumer relationship is thriving under a two-way street, with brands guiding us to unleash our creativity, but also allowing us to take the lead and tell more of our own story, how we want it to be heard. This is participaction at its finest.

May the hunt for the Batman begin!

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Apple’s Next [Dance] Move?

I saw this video from a Tweet that read “This Kid is Amazing.” So, me thinking of the next singer to potentially show up on the Ellen Degeneres show (and me being a big fan of Ellen in general), I followed the link on YouTube. The video titled “Apple Store Dance to Super Bass!!” pops up and this kid is boldly shaking his thang to Nicki Minaj‘s “SuperBass” in an Apple store. My first reaction went something like this: “DAMN this kid Trevor has guts! I want a music video in an Apple store!

Sure enough, I looked at the sidebar to see other people have done the same. Random Apple store visitors are entering the store, setting up the video on the in-store Mac computers and recording a dance routine, smack dab in the middle of an unsuspecting crowd… and having a good time. The videos are uploaded onto YouTube for all to see and give viewers a live entertainment from Apple. And let me tell you, it’s quite the dance party and lip-sync.

If Apple is going to be smart about this, they need to get on this in-store live-dancing trend and turn it into a campaign. I think we’ve been hit over the head enough with the idea that the customer is in control of the brand and its message. Creating a campaign based on live videos from customers will help to enhance the Apple brand through a grass roots movement with the love that is being shared in their stores.

It is definitely a move from the classic  television ads with dark silhouettes dancing to up-beat music against bright-colored backgrounds. This time the movement is coming from the customer’s creative noggin, not the advertiser’s. This viral video and WOM distribution through Apple fans is something they can capitalize on, as long as the store employees don’t kick out any of their performers… including this poor kid.

The more marketers and advertisers realize that fans control the brand and that growth comes from the love and appreciation being shared from person to person, the less work it is for them to concoct ideas that may not necessarily work for their audience. It’s not just about catering to the people and embracing user-generated content; it’s about celebrating freedom of speech and emotion through a fun-loving, carefree way through the media, not maintaining control. We need to be heard, you hear me!?

And now, for one of my personal favourites…

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