Ketchup

Here’s a great article about how Trent Reznor has created a really strong and consuming buzz-experience for fans of his Nine Inch Nails project.

As an ex-heavy metal kid I love the way that this campaign taps into the other-wordly/sinister, which is something metal-kids love and feel ‘part of’ (don’t ask me why!)  But what’s important to understand is that the campaign feeds directly into the consumers lifestyle, and enhances the experience of the product, and journey to purchase.

What would you prefer: see an ad-walk into HMV-buy CD, and that’s the sum total of your experience, or to be consumed in an almost-tangible electricity around the CD, with a feeling that you are part of the experience and contributing to creating it along with your peer group?

In marketing terms, that’s a pretty damn powerful achievement that no-one can laugh at.  It’s probably easier to achieve with a more intense audience, like heavy metal kids, but imagine if something similar could be created for more mainstream audiences?  Or with products requiring more purchase consideration due to price – cars, for example!