BRIAN PERVENECKIS

OBJECTIVE.

Maximize limited marketing spend with a low-cost activation with the intent to share the content.

 

STRATEGY.

Create an event/asset that drives the affordability and convenience message on 3 campuses and captures that on video to create a shareable video. 

 

HOW IT WORKED.

•In the darkness of night we will set up Booker up on campus (near the bookstore) and we will sneak our improv comedian inside to be the fun, snarky but loveable voice of Booker.

•In order to interact, students will be told they must insert a “Get More Slip” that they can use to get hooked up with an awesome price (only available at the bookstore if they buy/rent their textbooks).

•If they’ve already purchased books or don’t want to, they can still chat with Booker but they’ll have to work a bit harder to get more. Our comedian will come up with an embarrassing task and determine what discount they deserve based on their performance. For example, singing a song, telling a joke, doing a dance. The book will then spit out a large discount coupon that can be redeemed in-store. The entire experience will be filmed from the POV of the book and by an additional crew.

 

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