Los Beatles! A multi-platform viral campaign.
This was a digital campaign to promote the Beatles RockBand game to Hispanics. The whole campaign was a based on an online treasure hunt, where people needed to find the date and location of a "historic" live event in NYC. We created quick animated videos that served as "clues" for the date and the location of the event, along with a social media campaign linked to the videos. The event happened in NY's Union Square on 09/09/09, and turned out to be a Mariachi band playing some of the Beatles most famous songs. But this was not really the end of the campaign, rather the beginning. The Mariachi was surrounded by a security force with nyc090909.com (the only place it was ever advertised), where the Get Back video '09, a shot by shot homage to the original, only Mariachi style, was waiting for those savvy enough to figure it out.
Within 20 minutes the page was down from the traffic, the video on Youtube had thousands of hits in the first hour, and was a hot item for about a month, to the extent that even some of the coders that created the game were tweeting that this was the coolest thing done for the game, and a rumor was spread that the video was somewhat hidden in the game itself and, if you got to certain level, you could actually be the Mariachis. Even the Mariachi band came out roses, as they were booked to play a series of concerts, including in London, and the main singer was signed for a movie role thanks to the exposure. Not bad for a guy we found on Craigslist.