As part of our series dedicated to celebrating good work and inspiring a bit more generosity, Corey Chalmers, Saatchi & Saatchi's recently appointed co-executive creative director, big ups the marketing campaign behind What We Do in the Shadows.
My favourite thing lately has been the publicity campaign for TaikaWaititi and Jemaine Clement’s film What We Do In The Shadows, which was orchestrated by Anna Dean.
Apart from the obvious teasers and trailers, there was a poster design competition on Facebook and brilliant movie posters, the #deliciousneckshashtag, the 'Vellington' sign hijack, the Vampire’s Guide to Wellington in cahoots with Wellington Tourism, the Tuatara Beer 'Delicious Neck' batch brew, Viago turning up with the Hurricanes, TradeMe art auction initiatives (with waived success fees), and the actors/directors even turning up in character for premieres and a multitude of selfies that spread the word through simply making a bit more effort (even in Transylvania!). All this to push a great movie worth promoting while using the social platforms to even help fund its distribution costs.
It’s experiential, PR, social, content, real-time, conversation-starting or whatever the latest cool buzzword is right now, and it’s indeed a great way to connect to characters through social media channels. But really it’s just a great example of doing good stuff that people want to watch, enjoy and maybe share. It’s truly infectious, in the purest sense of the word 'viral'.
Sure, there’s nothing particularly revolutionary in this campaign. But in an industry that is at times obsessed with revolution, it is a wonderful reminder that simple, quality ideas will always travel no matter what the channel, and content works best when it’s truly valuable, interesting and well-produced.
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