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]
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| 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.
