There's a difference between, say the hosts of Dinner and a Movie talking about how the love the great taste of Guacamole flavored Doritos and a show that is based on/is a commercial.
This is like the Waasup guys getting their own show (although slightly different since the agency "found" them rather than "finding" the concept).
It will be interesting to see if there's any backlash from this, especially as it's a beer company. I can just see the media blitz now "5-13 year olds love the High Life". ;)
My point was that if you're not going to do something original in a different medium, use it well. And this "ad" doesn't. The sticker is lame. It's not very well designed, in my opinion. And...it would have better for them to put some good copy on it rather than be so damn straight forward. There's no concept. I went to the Traffic site to see what the connection would be between giving out money and the show. And I see why, now...but the average joe wouldn't get it from just looking at the money...which would not prompt them to watch the damn thing either. And, isn't that the point of this stunt? There's no hook getting people to want to know more about it or anything. So what if I get a dollar with some sticker on it? It's not going to cause me to want to find out more about the show or even tune in to watch it. Which proves there's no concept behind this. If there was, there'd be some line about the things some people do for money. Or something that actually tied into the show. This doesn't do it.
I know that LoJack had done a thing in their advertising to dealers/dealerships where they put money in the ads which ran in trade rags. There were no ads on the money but it is another example of money being given out as part of an "outrageous" stunt.
This is neither unique or outrageous. And it's a poor attempt at both.
The coin ad had a concept. It had effective and thought provoking copy. It is brilliant.
The other thing about this Traffic stunt...how do you know that people haven't heard about the show from the TV spots that air airing with regularity? Will there be a poll or something done to find out how people heard about it? And if they hear about it via the money stickers, did they even bother watching it?
"We are extremely excited about this campaign, which is one of our most outrageous yet," says Alan Wolan, President of GoGORILLA Media."
Outrageous? What's outrageous about it? It's been done before, putting stickers on money. There's no concept to the ad either. It's not interesting at all. Seems to me that GoGORILLA is injecting mundane advertising into life's experiences with this one.
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