OK — I just have to tip my hat to real creativity. The Tomorrow Awards has launched what might be the coolest one-to-one marketing strategy that I’ve ever personally encountered. Which isn’t to say there aren’t more impressive examples out there — it’s just that none of them have ever targeted me!
So, this week I received an innocuous handwritten letter in the mail. Return address: “The Future”. Who knew the future actually resides in Richmond, VA? Anyway, I don’t recognize the handwriting and I don’t really think I know anyone in Richmond, but I go ahead and open it. (Amazing — I was hooked by the return address!)
Inside is an actual original crayon drawing of a dinosaur with one handwritten line scrawled in crayon: www.stopthedinosaurs.com/Cara B.
I let the thing sit on my desk for a couple of days. I mean, is this some insidious, twisted plot to expose my computer to who knows what virus or scam? Am I about to become the butt of some international internet-based joke? I could only hold out so long…
blueMarble caraBarineau from Nate777 on Vimeo.
Pretty cool, right? I mean, this campaign — despite it’s adolescent trappings — appears to have taken some serious work. First the folks behind this campaign had to find us and a sample of our web design work. (By the way, the web site featured in this video is for The Voyager Group of Laguna Beach, CA.)
They had to identify me and the address for Blue Marble. And, of course, they had to customize their video and their crayon drawing just for me.
And did it work? Pretty much, I’d have to admit. I watched their video — twice. I clicked through to the Tomorrow Awards web site and searched all around it. I haven’t yet signed up to be a judge, but I probably will. And now I’m promoting them with a post on our blog!
Yep — they got me. Hook, line and click-through.
I loved this campaign on so many levels! First, the personalization — I’m speechless. Second, the use of video was fun and engaging. Third, the hook to the Tomorrow Awards web site was superb. Fourth, direct mail — it’s still alive and kicking!
This is a great demonstration of the power of video on the web … the effectiveness of combining old and new media … and, let’s face it, a lot of good old raw creative thinking!
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