DSG Gets the Jump on Nuts
Dialog Solutions places the new ültje clip
ültje, the German brand synonymous with nutty snacks, starts its first viral marketing campaign and DSG has been entrusted with the seeding of the new Crispers clip. DSG, experts at strategically placing and propagating viral containers, carefully selected sites, based on the content of the gasp-inducing clip and will take care of the monitoring throughout the entire campaign.
Lissner Rappel and the advertising filmmakers Wolff Brothers of Munich creatively arranged the clip to a dynamic urban soundtrack. Its full-steam approach stops abruptly with its quiet punch line. The camera pursues two young hipsters on a wild Parkour adventure through a large city. The adventure ends suddenly and memorably, if not painfully, with the suitable claim “It’s Always the Nuts“ („Immer auf die Nüsse“). The last scene is of the product ültje Crispers - under the empathetic laughter of an off camera participant.
Highly frequented German forums and on-line communities are the initial seeding placements and later breeding grounds for epidemic dispersal of this viral container. The goal of the four-week viral campaign, in line with a Crispers Parkour mobile phone game, is to increase brand awareness. The success of this campaign is being measured via the DSG exclusive Online Viral Tracking instrument (OVT), not only by quantitative pass-on results, but also qualitative information such as how long and up to which point the clip was played.
Hamburg, 26 June 2007
›› please download the clip here...
