Seen the Mp3 experiment by Improv Everywhere? Here’s Mp3 experiment No. 7!
Full marks for the way it has been conceptualized and executed – super impressed! And of course, the way it has been cataloged for promotion…like the video above! Or even the pics shared here!
Now think about it – how apt could this idea be, in India, for say, a new multiplex launch? Or even a new mega-sized retail outlet? Even existing ones could try this out – imagine the possibilities!
It could include paid media (print/online) to promote the fact that a particular piece of mp3 is available for download – this was a given in the video considering how iPods and iTunes are so widely used. In India, the mere download of a file may need a strong push via conventional media.
The activities need to be planned carefully – the features and USPs of the venue could be included in the narrative (much like a treasure hunt) to ensure that people do take note of them. The culmination, is of course, the clincher in the above video – wonder how a multiplex/retail store could end the activity if being attempted in India!
The social media angle comes across in many parts of the activity, but it is clearly beyond social media. It could come in during the promotion – the download itself could be made available inside a community so that people get to know each other even at the download stage. The community could come in incredibly handy more so for the promotion, after the activity and that could help spread the effort virally – the more the participants from the community, the more chances of it going viral!