Check out the hyper produced super slick website for Tooheys Extra Dry's new 6 Beers of Separation campaign. Nice hey.It borrows from the six degrees idea. Essentially they're looking for four new reality TV guinea pigs. To enter, you nominate your hero, and the five people that will get you there 'within six degrees'. If you win, you go off travelling about the place, meeting each of your chosen ones (over a beer of course). They'll send a crew with you and hey presto...there's your TV show.
TICKS
Feels kinda loose. To take a leaf out of Clay Shirky's blog, maybe that's a good thing
It's a topical play on a social convention
Nice fit with the brand
Six degrees is a social media marketer's wet dream (whooh Tooheys)
Content is in the hands of consumers (go Tooheys)
Hey they're doing something in brand entertainment. That's a tick.
CROSSES
They've been doing a bit of forum spamming (oh no Tooheys)
Entirely talent dependent. Could go either way. But I kinda like that.
When asking people to really get involved, it helps to demonstrate what you're asking them to do
Where's the social media bit? (oh woe Tooheys)
Tell me there's a social media bit.
Six degrees is a social media marketer's wet dream (whooh Tooheys)
Content is in the hands of consumers (go Tooheys)
Hey they're doing something in brand entertainment. That's a tick.
CROSSES
They've been doing a bit of forum spamming (oh no Tooheys)
Entirely talent dependent. Could go either way. But I kinda like that.
When asking people to really get involved, it helps to demonstrate what you're asking them to do
Where's the social media bit? (oh woe Tooheys)
Tell me there's a social media bit.
