Diesel worked with Fingerprint Communications to generate press for its New York XXX party. This party was to celebrate its 30th anniversary with a rock circus theme. Fingerprint Communications promoted the event with series of suspense. They first distributed racy videos. These videos got viewers curious. Then, the location of the venue was a mystery each time information was released. This kept viewers checking back to the site and searching other sites for more information, eager to learn where this event was and why everything was such a mystery. The turn out was 6,5000 people! 1,500 of them had to stay outside the tent because maximum capacity was reached.
Fingerprint Communications developed a great strategy in promoting Diesel's anniversary party. I think a mystery promotion is an awesome tactic. This keeps people curious, on their toes, and anxious for what is next to come. It also gets people talking, trying to figure out what is next; or talking about the racy video and what they saw. Good job Fingerprint!
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6 comments:
That is genius, and awesome!! I wish I could have gone to the party :(
Alix, i am right there with you. The party sounds like a ton of fun and a great promotional idea.
I completely agree that these tactics worked perfectly! I think depending on the client, though, this may not keep certain groups of people as interested. Diesel is a fun, fashion brand. I wonder if these same tactics would work for a different setting-ed client?
Wow, I watched the party videos on their Web site. The parties look crazy nuts and it would be really cool to be there! Great promo idea!
I completely agree! The best way to keep customers coming back for more is to keep them in suspense and on their toes. Everyone wants to know what's the next big thing.
I love out of the box thinking! Diesel and Fingerprint Communications not only promoted the party beyond success, but they are definitely going to be noticed as two credible companies.
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