BEST THING YOU NEVER HEARD OF
Client: Crackle.com | Sony
Sony wanted a way to launch its free streaming entertainment platform, Crackle, raising the brand’s profile and positioning it in a way that would differentiate it from competitors like Hulu and Netflix.
We acknowledged the fact that Crackle was an unknown, untapped and “too good to be true” destination for full-length movies. To do this, we declared Crackle “the best thing you never heard of,” and leveraged the tongue-in-cheek wordplay by hashtagging the line in an effort to get people talking and sharing.
Interactive OOH executions in NY and LA. Passersby were encouraged to sign in to Twitter and tweet a message that included a pre-populated #bestthingyouneverheardof. In exchange for spreading the word, Tweeters were rewarded with boxes of movie candy.