Interactive Display Ads Hit Target Market Perfectly

To promote the New Zealand tv show Girl Racers, Tribal DDB created the following two ads. I'll be honest I was very much in two minds as to whether they were a bit too much to post, but when it comes down to it I considered the target audience that the tv show probably attracts and realised that these may be some of the most suited ads I've ever seen.

Seriously.

Think about who watches a tv show about girls who wear tight spandex onesies and drive really, really fast cars. In my opinion these ads hit the target market nail firmly on the head. I hope you agree....

A Blurred Line Between ARG And Viral Social Media

It all started back in November 2008. Following a 5 year hiatus from the music scene, information started leaking out that Eminem was working on a new album. In and off itself the news attracted some online chatter but nothing was confirmed. However, within a very short space confirmation of the forthcoming album, "The Relapse", began to pop up on various Social Media platforms. Although not in isolation, the most public tool in service was Twitter.

Use of Twitter or other Social Media platforms wasn’t a new move by any means, but the approach most definitely was. Over the course of the following 6 months Aftermath / Interscope Records created a stunningly impactful and captivating campaign. Flitting between Eminem's troubled public past and the new terrifying imaginary world from his latest album, the marketing team dragged fans into an eerie game of hide and seek. Using Twitter, a mix of disturbing thoughts and weblinks were filtered out to the digital community. All of this revolved around a fictional mental institution, Pompsomp Hills, in which the rapper was housed.

Besides the stark and grim mental images tweeted by the star, a number of images were also posted. These included a link to the album's cover, a collage of pills forming Eminem's face; screenshots of an iPhone game set in Pompsomp Hills; and a link to the following trailer for the album’s first single "3 A.M.".



Clearly set in the fictional institution, the video is both disturbing and frightening, as if some sort of demented cross between the Blair Witch Project and a Japanese underground horror. This was the precursor to albums microsite and interactive experience. Both these elements coupled with a “real” looking, amateurish website for Pompsomp Hills brought to life a stunning narrative that almost begged to be real.

Without doubt this was an integrated effort on several key fronts that started a long time before anyone was aware of where it would take them. And although the ‘clues’ were never hard to figure out, and sometimes as simple as a straight forward link, the campaign still stands out as one of note. Fans have been engaged and interacted with on a level that has not only created an exceptional amount of online chatter but ultimately an anticipation that will drive record sales.

Of course this isn't the first time an ARG has been used to promote an album. Most famously, Trent Reznor masterminded (of Nine Inch Nails) the "Year Zero" album release in 2007, that expanded the album's dystopian story line into a full blown audio, visual and mental experience, driven by hidden messages and microsites littered through out anomalously posted images and videos. Unsurprisingly perhaps, recent news has alluded to the concept being turned into a TV show.

Cadbury's Creme Egg: Twisted

In an integrated offline and online startegy, Cadburys have created an absolute craic'r of a campaign. The Cadburys Creme Egg Twisted campaign pulls together a great offline DM invitation with a Social Media driven online fulfillment. The campaign launched with ‘security strongboxs' being sent to all hardcore fans who have been talking about Cream Eggs on various Social Network sites.

The box contained 2 Cream Egg Twisted bars and an empty wrapper. Behind the empty wrapper, fans found a hole in the bottom where a third Twisted Bar had escaped. The boxes challenged the fans to visit the (then) exclusive campaign microsite and become agents of Cadbury's Intelligence Agency. Their task was to then track down the escaped Twisted Bars. After an initial exclusivity for the hardcore fans, online ads also went live directing users to the site.


The microsite utilises a Google Maps interface and clues via Twitter that agents would need to solve to locate the 16 targets, which all needed to be ‘gooed'. Agents were up with a chance to win a holiday in Morocco or a cash prize of £20,000.

The campaign has been developed by CMW, and represents my favourite work of theirs to date.

Dark Night of the Soul

This isn't necessarily the most digital thing I've ever posted about but I had to share. I first stumbled upon Dark Night of the Soul earlier this year through a couple of extremely vague blog posts. Even though information was scant, I will admit that I was seriously excited about what I read. Not only did it seem that the whole project was fronted by Danger Mouse and Sparklehorse's Mark Linkous, two of my favourite artists, but the third major influence and driving force was to be David Lynch, my favourite director of all time.

Essentially Dark Night Of The Soul is a project album with songs written by Danger Mouse, Sparklehorse and a bucket load of the industries most respected singers (with all elements contributing to the overall composition and production). David Lynch comes in providing the 100+ page book of photography that provides the backdrop and narative to the whole project. The album was initially planned to be packaged with the book of photographs and released by the beginning May, but unfortunately in now looks like an offic release has been suspended.

A spokesperson for Danger Mouse has said, "due to an ongoing dispute with EMI" the book of photographs will "now come with a blank, recordable CD-R. All copies will be clearly labeled: 'For legal reasons, enclosed CD-R contains no music. Use it as you will.'"

A pity that's for sure, considering that the artists involved, in addition to Danger Mouse and Sparklehorse, include James Mercer of The Shins, The Flaming Lips, Gruff Rhys of Super Furry Animals, Jason Lytle of Grandaddy, Julian Casablancas of The Strokes, Frank Black of the Pixies, Iggy Pop, Nina Persson of The Cardigans, Suzanne Vega, Vic Chesnutt, Scott Spillane of Neutral Milk Hotel and The Gerbils.

You can order the book or poster, both without music, from the official Dark Night Of The Soul Web site. If you want to listen to the album (obviously I reccommend that you do!), yopu'll need to pop over to NPR Music.

Star Trek Alternative Reality Game

I've posted several times about the various ARGs that have been created recently. Unfortunately the Star Trek ARG was not something I participated in, and I really wish I had - it looks like it was incredibly well done. Check out this video run through of how the game played.