Friday, 6 March 2009
Become a Vedett
Now here's a really nice little mix of digital and experiential for a campaign. I was talking to my sister a few days ago and she tells me she was having drinks with a few friends in a bar around Shoreditch. A guy showed up to them with a camera and asked them if he could take a picture.
They said yes, he takes the photo and disappears. He then comes back a few minutes with a beer bottle for each of them, the beer label prominently displaying the picture that was shot a few minutes ago. He explains that Vedett - the beer brand in question, is running a campaign where they will be printing pictures of people on the labels countrywide, so here's a free beer with your picture on it and go check out the website for more info about the campaign.
My sister said all of the sudden she has a completely different experience of that evening, she brought her beer bottle back home and said it's decorating her room now, it's a souvenir and she won't be drinking it for a while.
I really like that idea, very simple and even though the overall digital campaign isn't that original, having a few people roaming bars and priting picture labels makes a huge difference, all of a sudden the experience is real and personal, potentially becoming a souvenir token, or at least something to talk about at the bar with other people. And making people talk is generally awesome. I like it.
I need to try that beer now!
Here's the pic I submitted on the website. I thought having a bottle of Tsing Tao on it would be appropriate ;)