Monday, February 7, 2011
Life After Santa
The advertising industry has changed drastically in the past few years. More and more people are turning to the internet for information and with the invention of the DVR, everyone is fast forwarding past our commercials...myself included. It's not that people are turned off by advertising per se, they're just turned off by bad intrusive advertising. Entertain them without hitting them over the head and they'll give you their time. Hopefully.
The new way to reach consumers is through what they're calling experiential advertising. It's a kind of guerrilla/non-traditional marketing that engages the viewer through live events and social media distribution through the internet and mobile platforms. Below is an introductory video for an experiential campaign, called Life After Santa, my team created for The Greater New York Toyota Dealers Association.
The premise is that last December Santa bought a Toyota Prius to replace his sleigh. For the reindeer, that meant it was time to move on. But it turns out that it was the best thing that ever happened to them. For the past 200 years they've been stuck with the Santa gig, out of loyalty and nostalgia. They all have dreams of their own that they've had to sacrifice. (Training for Christmas Eve is a full-time job all year long, in case you didn't realize.) Now that they're free, all the reindeer have moved to New York City to pursue their dreams.
The Greater New York Toyota Dealers gave us a modest budget to work with, most of which went to the talent (eight reindeer) and PR. So the production needed to be scaled down. Scaled down meaning I'm directing and editing the videos myself. Which is cool for me because I enjoy doing this kind of stuff. By the time we're finished all eight reindeer will have their own personal video, plus odds and ends here and there. This is our first foray into this type of advertising for our client, so if all goes well, hopefully they'll allow us to do more. So feel free to share all the videos.
Life After Santa: Intro Video