Geared at teens who frequent their local convenience store, the client let the agency name the slurpee flavour for the summer. Given that the taste was indescribable, WTF? was born. Getting teens to pay attention in a crowded media space meant cutting through with provocative explanations of how the WTF? flavour was made. 20 web content pieces were released slowly on youtube over the early summer launch period and seeded by bloggers, resulting in shortages of product, annoyed parents and a happy client. This campaign cleaned up at The Digital Marketing Awards.
Select top performing videos can be seen lower on this page (not surprisingly the lesbians ranked tops with our male skewed audience).
These were window posters at the convenience stores used to promote the WTF? flavour. The Nun & Goat poster really drew teens as well as a bomb threat from a Christian right wing party that resulted in arrests.
