It has compelling content to launch with - 5 short films all made by Ridley Scott Associates. These films, from 5 different directors, all use the same dialogue, yet are all very different experiences. The are all very cool, especially the two I posted below.
It has fantastic prizes for people who enter their own short film - again using the same dialogue. This encourages people to create their own content. These prizes are open worldwide, so there is no moment when you realize you can't win because you dont live in the US. Blah.
It has a winner which will be decided (largely) by public vote, encouraging people to have their say. This will also ensure that those who enter will get all of their friends to go to the site, watch the ads, and vote.
It has subtlety. The short films are framed in a Philips TV, but this is the only branding visible, and you quickly stop noticing even this. But it does show you the back light function of the TV in question. This feature may sound like it is no big deal, but when viewed in this format it really shows off its own coolness.
It has an integrated Facebook page with additional content, including interviews, opinions, etc which further enhance the engagement of the desired audience. The page invites people to post questions they would like to ask the various directors, with the best ones answered the following week. This connects the audience with the celebrities, something all us normaltins aspire to.
Speaking of celebrities. It has Ridley Scott's stamp on it. Alien. Blade Runner. (cough) Thelma & Louise (cough). Nuff said.
This campaign is everything that a social media campaign should be (oh, except it is big budget, but hey - it's Ridley Scott!!!).
Well done Philips. Anthony likes this.
Here are two of the 5 launch films. I had real trouble choosing which ones were best though. I really like the one with the blind girl, and the one with the creepy voyeur. The CGI one is really cool too. I guess you will just have to go watch them all on the youtube channel.