The Diesel Hunt: Episode II
Tuesday, October 14th, 2008Hey Nation,
Well what started as an email turned into a phenomenon. And I was in no way underwhelmed by Diesel and the campaign they waged for their 30th Birthday. Titled the world wide Diesel XXX Party it was just that…a party that spanned the globe and ended here in NYC. I call it the Diesel Hunt because it was a hunt….to get the full experience you needed to be engaged and willing to look. From the second I heard about it I wanted to find out more….and the more you found out the more intrigued you were.
I say they waged this campaign cause it was filthy. Not filthy bad filthy good. They used traditional and non-traditional tactics. The brilliance was watching it all unfold. Here were the components:
Email = great design, great subject, concise
Micro-site = Awesome online experience
Print = They had print ads in Vice and other hipster rags. Also Newspaper the day of.
Product = They attached a product to the event the $50 pair of $300 jeans.
Journey = They created a unique Diesel story for everyone who participated.
Buzz = It was the talk of the city. Everyone was asking what was going on
Global = It literally spanned the world.
Payoff = They put up. The hype was there and they embraced it.
All of this is far better to experience along with me and @socialmedium from Media Post…..take the ride and enjoy:
