Georgian Vodka Brand’s Guerilla Marketing Campaign Features Escaped Wolves In London
Eristoff staged a circus animal escape with online videos and sound installation van.
A creative guerilla marketing campaign for Eristoff Vodka by Us London and pd3 saw the arrival of a mysterious circus from Georgia. A number of fake online videos suggested that one of the acts had escaped and wolves were roaming the streets of London.
During November, a website for the fictional Dakov Circus was launched, promoting its ‘Circus Freak Out’ event in East London, along with adverts in Time Out and London blogs. An announcement on the site stated that the ‘Wolves of Vale’ act had been suspended until further notice. Fake videos like the one below were then uploaded to YouTube and social networks, showing strange sightings of wolves across South and East London, with supporting Twitter activity driving people’s interest and excitement.
A Dakov-branded van fitted with a sound installation drove around high-footfall areas of South and East London after dark, playing eerie howls, growls and bangs. ‘Dakov Circus Freakout’ posters were put up in these areas and online activity made connections between the fake wolf videos and the Dakov Circus van and site.
This innovative campaign was successful, with well over 200,000 video views in two weeks and lots of comments and debate on social networks and blogs. Glee star Mark Salling even tweeted to his 795,000 followers: “Just saw a vid of a wolf roaming London. So interesting and mysterious… Is this real?”. Check out the video below revealing the truth about the escaped wolves: