Embedded Video :: Viral Website for Tampax®
23. June, 2009 from Yaoti team
Boys with girl problems
In times where advertising on the Internet has become more important than ever, tampon manufacturer Tampax® now came up with a very clever marketing strategy.
Zack16.com is the story about an average highschool kid who wakes up one morning finding out that his “guy parts” down there have been replaced with “girl parts” and his period has already revealed. His experiences are written down in diary blogs and every now and then there is a small YouTube linked film scene included.
These complex scenes were shot with real actors in a highschool under the direction of Randy Krallman based on an idea by Leo Burnett, who have already created commercials for Coca Cola® and Visa.
As the story evolves, a Tampax® logo appears every once in a while, be it on a dispenser in the girls restroom or just somewhere in the experiences Zack is writing down. You can also leave comments on each blog and there is a seperate category where he asks about the advatages of tampons.
The idea behind such a website is very clever, because you could never tell it is an advertisement on the face of it. The open ended series has already gained a solid fan base and the protagonist Zack can also be found in communities like Twitter, where he updates everybody with his latest experiences as a boy in a girl’s body.
The financial success for the company remains to be seen, but according to P&G, at least it is an “inexpensive sideline” to their usual campaigns.
(source: zack16)
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