I came across an interesting post from Chris Brogan that led me down an intriguing path of exploration. The end result, an impressive marketing campaign that's likely reaching tremendous eyeballs at relatively low cost.
I'm likely missing bits to this story still as Facebook connect is giving me a hard time making the final leap to the end game.
Anyways, check out this video from Chris sharing the contents of a mystery package he'd received :
Thankfully, Chris is still with us despite the media reports but this sure peaked my interest. I did a blog search for Frenzied Waters and learned that several other prominent bloggers had received similar packages. Naturally, many of them have blogged about the unique package - wouldn't you?
These things aren't cheap, either. After all, this isn't your typical paper-weight like giveaway... But getting an interesting piece into the hands of folks with such an established audience is a powerful way to get your message across an enormous audience at far lower cost than traditional advertising.
The clues end up bringing you to Discovery.com and the return of Shark Week. As noted above, my 'discovery' ended when Facebook connect wouldn't cooperate from the interactive piece on Discovery.com... A glitch that I'm sure will be worked out in short order. An interesting aside - Long John Silver's bought the most prominent ad space on the Shark Week site promoting their new Fish Tacos... Still not sure how I feel about this but I'm definitely not hungry now.
I wanted to share as it reminded me of the power of creative advertising. Kudos to the folks who pulled this campaign together. It seems to be spreading rather successfully - as designed.