Normally, I’m not a huge fan of viral marketing. It’s usually designed by cheesy PR folks, and it’s normally completely transparent. But I got an interesting package today. And I confess it’s one of the more brilliant pieces of viral marketing I’ve seen.
Inside the package was a jar, and inside the jar were a few items, including a ripped pair of shorts, a key attached to a floatie, and some sort of seashell, as well as a Warning Sign. Here’s a picture:
There was also a handwritten note that read:
This jar holds a story — the story of a single tragic incident that needs to be unlocked. Dive in, investigate the evidence and discover what lies beneath the surface.
Anyway, the thing that really sold it was an obituary inside. It was my own obituary, and there was quite a bit of attention to detail. It had mentioned that my funeral was set to happen in Portland, ME (which is where I live), that I ran Pajiba.com, and that I’d even been the managing editor of Quinlan Publishing from 2001 - 2004, which isn’t exactly common knowledge (a Google search would reveal it, of course, but that’s more work than you’d expect from most viral marketers). Anyway, apparently I died of a vicious shark attack, and if y’all are so inclined, my funeral is set for tomorrow, July 9th.
Stop on by.
There was a website, of course: frenziedwaters.com
I’m impressed enough with the package to blog about it, though it’s not usually our thing. I have a fairly good idea of what this is for, but I’m not going to reveal as much. I’ll let you folks check it out, and see if you can figure it out.