According to several (for example) websites Fox’s latest marketing campaigns was a huge success.
The tale in a nutshell, for people who don’t speak Portuguese, Fox launched (look how carefully I’m attempting to use classic Marketing tool words) a big promotional 3 day long campaign, called “Quero sair daqui” (I want to get out of here). They set up a large cage in one of the most busy commercial avenues in São Paulo, where they locked an Actor in there, who’d stay there up to 3 days, without leaving. People could try to let him out, buy figuring out the password, through the campaign’s website (which included a live video feed to the cage) and clues were left through some websites, who somehow collaborated with them, and players would be competing to the chance to win a Plasma TV. The whole point, is was a massive action to promote the premiere of the 3rd season of “Prison Break” over here.
I get the thematic take of their marketing plan, but I do question making a actor (who I hope was at least really well compesated for this work) undertake 72 hours of work in those conditions, it’s sound almost like slavery. Yeah, I didn’t pass in front of the cage (it’s not in my route to work or back home), so there’s a chance that I’m over-reacting.
Okay, at some extent they did succeed, after all, I am talking about them, and a lot of people were disucussing, if not about them, about the campaign which generated traffic to the campaign’s website. I just find the content of the campaign something quite questionable, I don’t think they’d be so reckless to not at least provide the least human right conditions for the actor and verified with Human Rights organizations, since they were under such public eyes during the whole action.
They did try to combine web with traditional media, and it had a certaing amount of viral pontential, as well as asking for other fan sites, including tv shows websites and blogs to play some role in the campaign. They were definitely out there, if it’ll return as actual audience for the premiere, that’s an issue for another discussion.