If you walk the streets of Auckland as much as I have you'll see a lot of marketing. If you catch the ferry to work and arrive at the main terminal at the bottom of Queen Street you are going to have to run the gauntlet at least one day a week. The Britmart concourse in front of the Downtown shopping centre is a hot spot of theatre sports and trialling. I've been given samples of insane products there - from yoghurt to cider. It has become something of an art.
The promotion for SkyTVs show The Unforgotten Soldiers was a theatrically stage reenactment of a World War 1 battle. The trench was squeezed into an alley between two buildings on Lorne Stree. Actors played kiwi soldiers preparing for an engagement with the enemy -Germans? Turks? - didn't matter.
A film crew were preparing to shoot through the day - while passersby could watch and freely shoot video with their smart phones (and share, like I am doing now) . Normally the production crew would have someone to marshal the crowd and preserve the client's secrets. Obviously not the case here.
I'm not sure how far it radiated - I haven't had a chance to catch up with the news - but I am sure the investment in conceiving and designing the set, costumes, casting etc will all be worthwhile - not to mention that there will be a finished commercial to do the rounds in media in support of the story - which may have little to do with ratings for the show itself and everything to do with the battle between video on demand players, broadcast TV and every other medium to convince advertisers that SKY are the one to back. That's my interpretation on the strategy.
Though I did admire the tactics.
This blog is a notepad of contemporaneous and sometimes extemporaneous thoughts about creativity, strategy and ideas.