Monday, September 10, 2007
Yesterday I solved the teaser mystery of Man Cans. I found out because my mate showed me the new Solo cans and then it just clicked. This is a great example of social currency. Social Currency is giving the consumer something to be able to talk about, some valuable information.
There is also a raging forum debate going over at Whirlpool where they are trying to crack the mystery as well. This has hints of the communities formed around Alternate Reality Games as well.
On the whole I love this idea of launching the product before the general population makes the official connection with the Man Cans Campaign. They are giving the consumer the chance to solve the teaser before they launch. This is the best example of Australian Transmedia Planning that I have seen. To read more on this planning read what Faris, FOI and Influx have to say about it.
The agency behind this gem is The Furnace, I think they have got a Cannes winner on their hands.
The Furnace is also behind the winner of the 2007 AFA Effectiveness Awards Skins Campaign. However it appears that Skins may be in hot water with a legal suit arising over misleading claims that they don't sponsor elite athletes. Read the full story here.
Here is the winning campaign TVC
And click here to see the new campaign
Here is my previous post on Man Cans
Friday, August 17, 2007
Update:
Man Cans the site has been registered by Cadbury Schweppes. I have got no idea what product it could be for.
You may have seen on television the recent Man Can ads. The ad shows men in different scenario's growing Man Cans. Have a look at the videos. This has all the qualities that I talk about over at Musing from Julian Cole of a good campaign.
1. Great integration
The TVC are witty and sharp. There is a slick integration to online with the website flashing up in the last scene. Giving people enough interest to investigate further onto the website.
2. Suspense
I actually have never thought of it this way but i think it is better to set up the joke and then hit them with the brand/product/company. Lynx is currently doing a campaign for Lynx Soap Amnesty which is asking all male soap users everywhere to drop the soap and pick up Lynx Showergel but they have made it clear from the start that it is for Lynx. I still have no idea who is behind Man Cans.
3. Great online support
They do not only have one site but they have 2 other side sites that complement the major site (Celebrity Man Tape and Bra Bro). This has also already got a great bit of publicity around the Blogosphere.
