You've probably seen the TVC. Now the digital component of Colenso's V paintball campaign has been set free. And it employs some pretty nifty online artistry to entertain the energy drink guzzling demographic. With today's content sharing culture, there's plenty of demand from users for entertaining online gimmickry/fun-based digital marketing and if it can suck up some time inbetween inane tweets, Facebook status updates and the watching of cute kitten videos on YouTube, all the better. And this site, which was soft launched to the V community over the weekend, is a very good, very well-integrated example of the ability online has to adding interactivity to creativity (the support digital media will start kicking in this week, with an updated TVC with the URL www.startswithv.co.nz).
Account director Tim Ellis says "we're always looking to give [V fans] something to do online" and so far the digital element of the campaign, which lets users fire their own artwork, features a 3D version of the paintball machine, includes a blog from the guys who built it showcasing some behind the scenes bits and pieces and a gallery of fellow paintballers' artworks, has proven very popular (and, judging by the Facebook comment stream, pretty sharable). The TV ad has also taken on a life of its own, he says, and has reached almost 300,000 views after it was featured on tech website Gizmodo last week.
The site was created by The Rumpus Room, The Sweet Shop's digital and social media arm based in London, and the illustrations were done by Watermark. But just as the TV is linked to the digital, the digital is being linked to the real world, not too surprising considering Colenso's shift towards experiential advertising with V, Yellow and TVNZ's The Pacific.
"To round things off nicely, we are going to bring out the machine for the public. We'll chose a piece of artwork from all the submissions and recreate it at an event," he says.