With brands finding it increasingly difficult to advertise effectively via traditional channels, publicity-whoring techniques such as prankvertising are gaining traction. Earlier this year, Thinkmodo, the ad agency behind the 'sNice stunt, promoted the crime thriller Dead Man Down by staging a (fake) murder in an elevator and filming people's reactions as the doors opened.
[Arwa Mahdawi, Prankvertising – a marketing heart-attacktic too far?, Guardian, 9.10.13, accessed online 15.10.13]
|This group used a viral approach - see bot. left|
Prankvertising - which raises serious ethical (and legal/health and safety) issues you'd need to address if considering this specific form - is just one form this has taken.
The main point for you here is that a spin-off, complementary or secondary, video project would be of benefit. Can you come up with an idea which fans could replicate and submit their own versions of, for use in a follow-up vid, a remake, a website-only version etc? Gillmor (2004), one of many influential web 2.0 theorists, has announced the "end of audience", denoting the smashing of the former divide between audience and producer.
You should embrace this, and look to your audience for interaction beyond feedback on drafts and rough cits - and this approach offers real opportunities to link together the vid, digipak and mag ads. The 2013 Daft Punk production, although late to embrace this (and so lacking convincing evidence of actual UGC), did this well with a competition (backed up with QR codes on theor print texts) whereby fans could download a flyer featured in their video and submit photos of it in locations from anywhere in the world (for use in a follow-up video).
|Tom's post on their competition.|