Geared at teens who frequent their local convenience store, we knew the target market had one other thing on their minds when not chugging sugared water. We played on this to get attention in a crowded media space by convincing the client to name their summer slurpee WHACK. Promoted by a ‘shopping channel’ type salesman, the online video drove to a provocative microsite thatswhack.ca where teens could buy accessories to WHACK-OFF, see testimonials from teens who had had a WHACK, and txt unmoderated live msg’s to the site. We even gave them a downloadable do not disturb door hanger so they could enjoy their WHACK undisturbed.
