May 15th, 2008
May 15th, 2008
Anybody a Batman fan?
At the intersection of community and cult lies the treasure hunt marketing tactic.
Warner Bros. been running a highly complex – and awfully cool – experiential web campaign based largely around ‘treasure hunt’ ideas: directing users on through a series of strange-looking and totally experiential (i.e., YOU figure it out, we’re not giving you any stinkin’ nav) sites:
For the best examples, check out: whysoserious.com (and http://www.whysoserious.com/itsallpartoftheplan/) and clowntravelagency.com
To quote AdAge:
in December . . . Instructions (on whysoserious.com) directed users to 35 bakeries in 25 cities across the nation. After asking for an order left for “Robin Banks” (the Joker’s favorite activity), they received a cake with a Nokia cellphone in it, which was used to send them more clues, prizes and, of course, garner scads of local media attention. Clowntravelagency.com directed people to bowling-alley lockers throughout the U.S. and in cities around the world. Those who got there first discovered limited-edition Joker bowlingball bags containing a ball with a telephone number scratched into it and, again, a Nokia phone with a note saying to call the number immediately.
Also see:
http://www.empireonline.com/news/story.asp?NID=22292 , http://www.youtube.com/watch?v=L7c_RiV7OQY&feature=related
In terms of ‘crazy & high-involvement digital marketing’, ‘LOST’ has been leading the pack. But I’m wondering if this complex series of ‘trails’ for the new Batman movie may take the virtual crown?
There are benefits to getting a little crazy. Most brands who go here will already enjoy a high awareness - they’re just looking for a memorable campaign. (Dove, anyone?) But while cult drives community, community creates cult. Approaching community as a principal driver rather than a follow-along budget item way down on the priority list offers a unique opportunity to the brand that does it well- and online, new cults emerge every day around the brand experiences that really deliver. Creating excitement, urgency, curiosity, competition, emotional appeal, a chance to engage in play - those are the treasure hunt factors every brand needs to think about.
Because I am a fan, more Batman sites:
http://www.ibelieveinharveydent.com/
And even better . . . http://ibelieveinharveydenttoo.com/ (you have to play with this one)
The official site: http://thedarkknight.warnerbros.com/ (beware the load . . . oh flash, you are such a mixed blessing sometimes)
