How would you advertise a new TV channel? From what I recall of the Sky Atlantic launch in the UK, there was a lot of outdoor advertising, TV advertising, use of social media – all the things you would usually expect.
TNT went a step further in their launch for a new channel in Belgium. The channel they were launching was TNT Drama, so they played on this by bringing some drama to an average, everyday town, and created a successful viral campaign.
The concept was to bring “a dramatic surprise to a quiet square”. Passersby couldn't miss the large “Push to add drama” sign hanging over the red button.
When the button was pushed, a host of drama was unleashed, with actors rushing to the square performing a variety of stunts. It ended with a huge banner being rolled down, promoting the new TV channel, TNT Drama.
So far, the video on Youtube has attracted almost 28.5 million views. Considering the video was uploaded on the 11th April, that's rather impressive to say the least. According to Unruly Media’s Viral Video Chart, it has become the 2nd most shared ad of all time (the no.1 ad being VW’s 2011 Superbowl ad called “The Force”). The ad has generated over 3 million shares in the last 30 days.
So, why has this been such a huge hit? I think there are three main reasons:
- It's different – rather than just using a montage of scenes from programmes to be aired on the TV channel, TNT have found a more novel way of getting across what the channel is all about get people talking about it
- There's an element of humour – if you see something that evokes emotion, you are more likely to share it
- The sequence is well choreographed – it flows, it’s fast-paced, the dramatic music gets you interested
The idea is great, and it’s been matched with the way it has been executed.
Watch here: http://www.youtube.com/watch?gl=GB&v=316AzLYfAzw