1. Taco Bell ‘I’m Ronald McDonald’
Brief: Stick it to McDonald’s.
Solution: Hire a bunch of real-life blokes called Ronald McDonald and get them to endorse our new product.
(It’s not the first time this has been done – for instance, there was a Samsung campaign that got people called David Bailey to take photos with Samsung cameras. But this feels cleverer – I for one was tremendously disappointed to receive a ‘David Bailey print’ in the post that was a blurry photo of nothing by a nobody).
2. Wu-Tang Clan release one copy of their new album
Brief: How can we make loads of people want to buy our new album?
Solution: Only make one copy.
Apparently, the Clan’s latest release ‘Once Upon A Time In Shaolin’ will be “encased in a handcrafted silver-and-nickel box. Before it goes on sale, the multi-million dollar album will also go on tour through museums, galleries, and other art events.” (PSFK)
Hell, even I want to hear it now, and I wouldn’t call myself a Wu-Tang fan (though I do like fancy-pants silver boxes).
It’s not a new idea that restricted supply often means increased demand, and advertisers have used this before too (eg. when Burger King pretend-discontinued the Whopper), but I can’t even imagine how hard it was to convince high-level music marketing folks that making the album all-but-unavailable is the best way to sell it. Of course, it’s already making huge waves for Wu-Tang and I’d be very surprised if album sales weren’t significantly higher as a result.
Some excellent brain food there on both counts. Any more examples? Put ’em in the comments.