Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: ARTSWAVE
Product/Service: FINE ARTS
Agency: POSSIBLE WORLDWIDE
Chief Creative Officer: Hank McLendon (Possible Worldwide)
Executive Creative Director/Writer: Matt Bledsoe (Possible Worldwide)
Creative Director: Ben Patrick (Possible Worldwide)
Lead Producer: Dave Hutton (Possible Worldwide)
Studio Director: Eric Scheve (Possible Worldwide)
Visual Director: Rob Seitz (Possible Worldwide)
Visual Designer: Brad Lark (Possible Worldwide)
Visual Designer: Paul Mazzoleni (Possible Worldwide)
Art Director: Liz Hein (Possible Worldwide)
Art Director: Jason Langdon (Possible Worldwide)
Producer: Dave Janszen (Possible Worldwide)
Producer: Betsy Hussey (Possible Worldwide)
Producer: Carole Amend (Possible Worldwide)
Producer: Amy Austin (Possible Worldwide)
Client Partnership: Kristin Elzey (Possible Worldwide)
Client Partnership: Meghann Craig (Possible Worldwide)
Client Partnership: Tracie Ruebel (Possible Worldwide)
Editor: Brandon Kraemer (Lightborne)
Producer: Riann Wiggins (Lightborne)
Sound Design And Mix: John McDaniel (Sonic Arts)
Media placement: Website - Wvxu.org - 17 February 2012
Media placement: Print - Cincinnati Enquirer - 17 February 2012
Media placement: Website - Cincinnati.com - 17 February 2012
Media placement: Television Interview - WCPO-TV - 17 February 2012
Media placement: Online Blog - ArtsUSA Blog - 25 February 2012
Media placement: Online Blog - Createquity.com - 25 February 2012
Media placement: Radio - WVXU - 25 February 2012
Media placement: Website - Theallnightparty.com - 25 February 2012
Media placement: Website - Pinklineproject.com - 25 February 2012
Media placement: Facebook - IRhine - 25 February 2012
Describe the objective of the promotion.
Arts support is in decline, both locally and nationally. The general public is cynical toward Arts organisations, especially in difficult economic times, because those organisations don’t effectively show how public support really impacts the community. Our objective was to develop an inclusive community dialogue leading to broadly shared public responsibility for thriving Arts districts.
Describe how the promotion developed from concept to implementation.
People don’t rally around traditional Arts messages, but they will come together to play rewarding interactive games, and will jump at the chance to be part of a film. So we created a campaign promoting Radius, the world’s first game-sourced film.
We engaged audiences to ‘find themselves’ in the film by using SCVNGR to capture photos around Arts events, then used this content to create the film we’d been promoting all along. We engaged local media with the story of the world’s first game-sourced film, and invited the community to a gala premiere event, right in their own hometown.
Explain why the method of promotion was most relevant to the product or service.
Our interactive film promotion gave the general public an opportunity to not just help create our message, but to be the message. Their ownership of the idea through their participation in the promotion ensured that our shared-responsibility message would be relevant and meaningful to the entire community.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The 500 people who came together for the local film premiere saw a uniquely entertaining film about the effect of a mysterious superhero on their community. But more importantly, they saw that effect illustrated in their very own photos, captured through our promotion. And they saw that, together, they had been the superhero all along.
Coverage of the sold-out premiere generated 4m impressions. Arts organisations, the general public, the media, community leaders and law enforcement are now using the Radius campaign as a new platform for effective dialogue about our shared responsibility for the Arts.