As cool as it would be to have walking undead monkeys as part of anyone’s marketing mix, this post is slightly more conventional in marketing topics.
The New York Times reported this weekend about Sony BMG’s Guerrila marketing campaign to get people talking about the 25th Anniversary of Michael Jackson’s “Thriller” being re-released.
Dance groups from London to Copenhagen have been asked to break into a full choreographed homage to the 15-minute dance in the original music video in public spaces – and then disband as soon as they are formed.
Needless to say – clips of the “spontaneous” dance breakouts have been posted to what is becoming an increasingly important battleground for viral and guerrila marketers: YouTube.
It isn’t exactly clear if Sony is commissioning these dancers, or if the dancers are approaching Sony who is supporting the performances.
Sony IS making it clear they are involved in these events. This is an often overlooked component of other guerilla marketing which have done more to alienate consumers who feel duped.
John Ingrassia, the Sony BMG commercial music group president says that campaigns like this are about “Engaging Consumers.”
I wonder what the SMA community feels like about these marketing tactics – and specifically in this case – where a non-traditional campaign might actually serve the brand better (and be easier to execute) than trying to involve the original artist.
