Working Break
We decided to delegate individual tasks to each other for over the working break. Chris is formatting the presentation physical document, Kevin will do some more hands-on physical work, getting the mirror board booklet cover ready to be laser cut once we've finalised our (We)lly slogan. The rest of us went into some more in-depth research. Unconventional Methods Nicole.Stickers etc. Word of Mouth + Social Media Influence Rebekah.City Pride Isla.
Subversive Advertising
Hannah
Over the break, I spent time researching different and successful models of advertising that we could potentially draw from for our own project. We were wondering if, by disassociating from the council, a campaign would more successfully and naturally impact Wellingtonians.
Torches of Freedom - Edward Bernays
Public event + press manipulation
A nephew of Sigmund Freud, Bernays was the first to theorize that people could be made to want things they don’t need by appealing to unconscious desires (to be free, to be successful etc.) After WWI, Bernays was hired by the American Tobacco Company to encourage women to start smoking. While men smoked cigarettes, it was not publicly acceptable for women to smoke. Bernays staged a dramatic public display of women smoking during the Easter Day Parade in New York City. He then told the press to expect that women suffragists would light up “torches of freedom” during the parade to show they were equal to men.
Blair Witch Project
Viral ad campaign
The publicity campaign for The Blair Witch Project was simply the most inventive, terrifying and successful campaign in film history. Undoubtedly, part of the reason for its success was that it was the first film to be widely marketed online. In other words, it was a trailblazer. The website provided a point of reference for people to refer to, and it was something that could be shared easily, with the potential to spread like wildfire. The pictures, video and interviews that appeared online at various intervals added to the uncertainty of whether this was actually a true story. Even the actors, at the time of filming, thought the Blair Witch legend itself was real, although they were aware the situations around them were manufactured.
Book Burning Party
Social Media Hoax
When Troy Library was at the brink of being forced to shut its doors, Leo Burnett decided to “take back” the podium from the Tea Party, changing the conversation from an issue of taxes to an issue of book burning.
Unconventional ad video
For something that was initially created to be an introductory video for a new-fangled loyalty program, Chipotle’s “Back to the Start” made a splash beyond what the chain—and adland as a whole—ever expected. The video ended up airing in full—more than two minutes long—during the Grammys in 2012. The animated video, created by CAA, featured Willie Nelson’s cover of Coldplay’s “The Scientist,” and took viewers through one farmer’s change of heart, from running a huge industrialized farming compound to one with more sustainable and humane practices. Chipotle encouraged viewers to download the song at iTunes, with proceeds going to the Chipotle Cultivate Foundation. Mr. Crumpacker said. “It just spread so quickly and virally. So then, we thought, let’s put it in theaters, and when we did, we got reports back that people were applauding in theaters.”
We decided to delegate individual tasks to each other for over the working break. Chris is formatting the presentation physical document, Kevin will do some more hands-on physical work, getting the mirror board booklet cover ready to be laser cut once we've finalised our (We)lly slogan. The rest of us went into some more in-depth research. Unconventional Methods Nicole.Stickers etc. Word of Mouth + Social Media Influence Rebekah.City Pride Isla.
Subversive Advertising
Hannah
Over the break, I spent time researching different and successful models of advertising that we could potentially draw from for our own project. We were wondering if, by disassociating from the council, a campaign would more successfully and naturally impact Wellingtonians.
Torches of Freedom - Edward Bernays
Public event + press manipulation
A nephew of Sigmund Freud, Bernays was the first to theorize that people could be made to want things they don’t need by appealing to unconscious desires (to be free, to be successful etc.) After WWI, Bernays was hired by the American Tobacco Company to encourage women to start smoking. While men smoked cigarettes, it was not publicly acceptable for women to smoke. Bernays staged a dramatic public display of women smoking during the Easter Day Parade in New York City. He then told the press to expect that women suffragists would light up “torches of freedom” during the parade to show they were equal to men.
Blair Witch Project
Viral ad campaign
The publicity campaign for The Blair Witch Project was simply the most inventive, terrifying and successful campaign in film history. Undoubtedly, part of the reason for its success was that it was the first film to be widely marketed online. In other words, it was a trailblazer. The website provided a point of reference for people to refer to, and it was something that could be shared easily, with the potential to spread like wildfire. The pictures, video and interviews that appeared online at various intervals added to the uncertainty of whether this was actually a true story. Even the actors, at the time of filming, thought the Blair Witch legend itself was real, although they were aware the situations around them were manufactured.
The ads were mainly shown in college campuses, with a special feature on the Sci-Fi Channel. By avoiding mainstream cinema ads, they not only saved money, but made audiences believe that they’d stumbled on something special, discovering it for themselves. Perhaps the most compelling aspect of the viral marketing campaign was the attention to detail, to the extent that if you looked on the IMDb before the film was released, the three actors were listed as ‘missing, presumed dead’. They even handed out missing persons leaflets, although the posters put up in Cannes were taken down the following day when it was revealed that a television executive had actually been kidnapped, in an unconnected event. Finally, on the opening weekend in July 1999, Artisan took out a full-page ad in Variety Magazine, simply noting the website and the number of hits to date: 21,222,589. It was a simple call to action – you can’t afford to miss out; social proof is one of the strongest marketing tactics there is. Moreover, by limiting the release to only 27 screens, they created the impression that this was a difficult ticket to get hold of, drumming in the idea that you cannot afford to miss out.
Book Burning Party
Social Media Hoax
When Troy Library was at the brink of being forced to shut its doors, Leo Burnett decided to “take back” the podium from the Tea Party, changing the conversation from an issue of taxes to an issue of book burning.
It turns out Leo’s reverse psychology with the “Book Burning Party,” campaign was quite effective, causing local press to believe that the planned fire-y celebration was actually a real event. To quote one employee of the library, “(When I first learned of the movement), I thought ‘This is some bad attempted satire,’ but to spend money on signs for a committee, that’s not somebody forming it as a joke.” Yes, Leo even had the library convinced, but the employee quoted in that article, Phillip Kwik, didn’t find this bit of “satire” very funny once that hoax was revealed. Regardless, the bizarre campaign took off on social media, finding press from the Library Journal and the Detroit Free Press. After the dust settled, 342 percent of predicted voters showed up at the polls, and Troy Library remains open.
Chipotle: Back to the startUnconventional ad video
For something that was initially created to be an introductory video for a new-fangled loyalty program, Chipotle’s “Back to the Start” made a splash beyond what the chain—and adland as a whole—ever expected. The video ended up airing in full—more than two minutes long—during the Grammys in 2012. The animated video, created by CAA, featured Willie Nelson’s cover of Coldplay’s “The Scientist,” and took viewers through one farmer’s change of heart, from running a huge industrialized farming compound to one with more sustainable and humane practices. Chipotle encouraged viewers to download the song at iTunes, with proceeds going to the Chipotle Cultivate Foundation. Mr. Crumpacker said. “It just spread so quickly and virally. So then, we thought, let’s put it in theaters, and when we did, we got reports back that people were applauding in theaters.”
Chipotle execs knew they wanted to push the video even further, so it bought time during the Grammys—a move that upstaged some of the performers that night. The video impressed so many people in the ad industry that it contributed to Chipotle winning the first branded content Grand Prix at Cannes.
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