Elements: Website, Digital video, Events, Social media
Blue Magic, an automotive appearance company came to us with a real problem: they desperately needed to sell their inventory of 67,000 Wheel and Tire Care kits in just a few months. Even more of a challenge was the fact that they had very little money to advertise with. We said from the get go that the only way we were going to succeed was to do something crazy enough to get some disproportionate attention. We got scrappy, embraced the challenge, and came clean with the public about Blue Magic's predicament. The low budget, awkwardly campy nature of the work was genuine. The President, Jerry O'Pry was willing to do whatever it took, even giving away his own car.
We encouraged customers to join in by uploading pictures of themselves using the product. Their photo was also their entry to win Jerry's car. We publicly tracked our progress on a microsite. Tweeted our unique plight to celebrities who were also car enthusiasts. Ultimately, getting Jay Leno's attention who gave Jerry a spot on his automotive show. Jackpot!
At the end of the day, every box was sold (as well as lots of their other products). Jerry not only kept his job, but became something of a celebrity within his industry. And finally, due to the publicity, they got on the radar of a larger company who decided it would be a good idea to purchase Blue Magic outright. I'd call that a pretty happy ending.