Our mission was to create an interactive experience that communicated to local businesses that digital media is here to stay. So we Introduced Endangered Marketers, a group on the brink of extinction due to outdated thinking.
The campaign included an online video following the Marketers in the wild; an Endangered Marketer website, including species overviews and a video section; and a live performance broadcast over the net.
The live performance was held in a storefront laboratory in downtown Halifax, where for three days we studied an Endangered Marketer and examined his reactions to everything from budgets to pineapples. Viewers participated by attending in person, suggesting experiments in the website’s chat room, or calling the subject on his iPhone. It was the first live, interactive concept of its kind in Atlantic Canada, and appeared in numerous industry publications and websites, including Marketing Magazine and The Chronicle Herald.
The Endangered Marketers campaign was awarded a Silver ICE Award in 2010, in the Non Traditional Campaign category.