Eristoff Vodka just wrapped up a nice guerilla marketing campaign for their UK launch. The campaign developed by Us London and pd3 has been ongoing since early November. It kicked off with 'the arrival of a mysterious circus from Georgia coincides with videos surfacing online that appear to show wolves at large around the capital. Meanwhile, a battered Dakov Circus van is seen and heard on the streets of London, strange growls and howls emanating from inside. But all was not quite as it seems…'
The guys at Popsop described it better than I can in the following except (see full article here):
In the first week of November, a website for the fictional circus (www.DakovCircus.com) appeared, promoting it’s ‘Circus Freak Out’ event in East London, as did listings in Time Out and London blogs. But an announcement on the site alluded to the ‘Wolves of Vale’ act being postponed due to “unforeseen circumstances.”
Faux-UGC Videos were then seeded across sharing sites and social networks, purporting to show sightings of wolves across South and East London, with supporting Twitter activity to drive interest and excitement.
In the last phase of the campaign a Dakov-branded van, complete with bespoke sound installation, was taken around high-footfall areas of South and East London after dark, complete with eerie howls, growls and bangs emanating from within. ‘Dakov Circus Freakout’ posters appeared in the same areas, and online activity made connections between the ‘Wolf’ videos and the Dakov Circus van and site.
....
The goal was to create some mystery and intrigue, a moment of ‘maybe…just maybe’. Eristoff’s target audience of 18-24 urbanites are media savvy and quick to spot marketing tricks. Some called it, some didn’t…and a few people (but only a few) spotted that Dakov is an anagram of Vodka.
Supporting Articles: PSFK | The Inspiration Room
The guys at Popsop described it better than I can in the following except (see full article here):
In the first week of November, a website for the fictional circus (www.DakovCircus.com) appeared, promoting it’s ‘Circus Freak Out’ event in East London, as did listings in Time Out and London blogs. But an announcement on the site alluded to the ‘Wolves of Vale’ act being postponed due to “unforeseen circumstances.”
Faux-UGC Videos were then seeded across sharing sites and social networks, purporting to show sightings of wolves across South and East London, with supporting Twitter activity to drive interest and excitement.
In the last phase of the campaign a Dakov-branded van, complete with bespoke sound installation, was taken around high-footfall areas of South and East London after dark, complete with eerie howls, growls and bangs emanating from within. ‘Dakov Circus Freakout’ posters appeared in the same areas, and online activity made connections between the ‘Wolf’ videos and the Dakov Circus van and site.
....
The goal was to create some mystery and intrigue, a moment of ‘maybe…just maybe’. Eristoff’s target audience of 18-24 urbanites are media savvy and quick to spot marketing tricks. Some called it, some didn’t…and a few people (but only a few) spotted that Dakov is an anagram of Vodka.
Supporting Articles: PSFK | The Inspiration Room
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