Cadbury Trident runs dancing girls stunt to launch Beyonce promotion
by James Quilter,
Brand Republic
21-Apr-09, 08:50
LONDON - Cadbury chewing gum brand Trident has launched a stunt in London's Piccadilly Circus for its latest promotion offering tickets to an exclusive Beyonce gig at the O2.
To launch the campaign around a hundred dancing girls spontaneously appeared in Piccadilly Circus dancing in formation to the Beyonce song 'Single Ladies'.
The stunt was created by Pretty Green while the delivery of the Beyonce concept was by Initials Marketing.
Other marketing support includes outdoor, digital and in-store point of sale.
The support material, featuring Beyonce, will also illustrate how to enter the prize draw as Trident has decided not to create bespoke promotional packs for the push.
A spectacular stunt, song and venue to attract attention. Were there any Promoters on the peripherals of Piccadilly Circus wearing branded Trident clothing, e.g. T-shirts and baseball caps, handing out free samples of Trident to the public, highlighting what the Dancing Girls were promoting?
'A spectacular stunt, song and venue to attract attention.'
To attract the attention of around 50 people at the most by the looks. Oh and a couple of tourists and grannies with cameras.
Love the song. Love the original video. Love Beyonce. But what was amazing about this 'event' was how they managed to make it so dull - and so curiously un-sexy.
Good on them ... nice bit of fun and will get loads of coverage, plenty more than attended the actual display. Shame they couldn't have done it in colour but I guess that's one for the debrief.
Are the people who've commented so far serious? \(Except Noel... love the 'booty of Beyonces' comment). This is a great activation to raise awareness of the tie up. Yes there's a small crowd at the actual event but it's fun viral viewing that will resonate with the target... there's over 18,500 views on YouTube and it's only been on there 18 hours! Oh, and the video is in b&w cause the original version is too which makes this all the better.
It's a cute stunt. But the girls didn't "spontaeously appear", although they did spontaneously start dancing..in a planned fashion. I wouldn't have stayed to the end. Kinda tired of all the BANGflashWALLOP without a suitable payoff. Nonetheless, it's still cute.
PS: @FP - Dude. I think it's in B&W because the original music video is such.
@ Richard Hayter - yeah I agree, must be a bit gutting to see the Tmob guys nail this a few months back if this has been on campaign schedule for a while. Otherwise they do say that imitation is the sincerest form of flattery
Am neutral here, except if the criticism is mostly that T Mobile did this already, doesn't T Mobile get the same criticism because Improv Everywhere did this \(and more) already. Does a concept not count as "done already" if it isn't a an ad?
So that's what it was all about. I saw it on the way to the office and stood and watched for a couple of minutes but couldn't figure out what it was all about, got bored and left.
Comments
Chris Pullon - 21/04/2009
I'm not sure the event is that exclusive if 13,000 people can win tickets...
Caroline Garbis - 21/04/2009
A spectacular stunt, song and venue to attract attention. Were there any Promoters on the peripherals of Piccadilly Circus wearing branded Trident clothing, e.g. T-shirts and baseball caps, handing out free samples of Trident to the public, highlighting what the Dancing Girls were promoting?
Stanley - 21/04/2009
'A spectacular stunt, song and venue to attract attention.' To attract the attention of around 50 people at the most by the looks. Oh and a couple of tourists and grannies with cameras.
Dasbeasten - 21/04/2009
The one on the right is out of time.
Anton Reyniers - 21/04/2009
Were they meant to be at Liverpool Street?
Paul Saxton - 21/04/2009
Love the song. Love the original video. Love Beyonce. But what was amazing about this 'event' was how they managed to make it so dull - and so curiously un-sexy.
FP - 21/04/2009
Good on them ... nice bit of fun and will get loads of coverage, plenty more than attended the actual display. Shame they couldn't have done it in colour but I guess that's one for the debrief.
Noel Bussey - 21/04/2009
I can't help wondering what the collective term is for a group of Beyonces. I reckon its a booty.
Ciaran Moran - 21/04/2009
Are the people who've commented so far serious? \(Except Noel... love the 'booty of Beyonces' comment). This is a great activation to raise awareness of the tie up. Yes there's a small crowd at the actual event but it's fun viral viewing that will resonate with the target... there's over 18,500 views on YouTube and it's only been on there 18 hours! Oh, and the video is in b&w cause the original version is too which makes this all the better.
Amod Munga - 21/04/2009
It's a cute stunt. But the girls didn't "spontaeously appear", although they did spontaneously start dancing..in a planned fashion. I wouldn't have stayed to the end. Kinda tired of all the BANGflashWALLOP without a suitable payoff. Nonetheless, it's still cute. PS: @FP - Dude. I think it's in B&W because the original music video is such.
Jacquie Bowser - 21/04/2009
It made me laugh. I hope it gets a few hits.
Richard Hayter - 21/04/2009
Is it me or does this feel a little "done" in light of the T-mobile commercial?
Ryan Henderson - 21/04/2009
@ Richard Hayter - yeah I agree, must be a bit gutting to see the Tmob guys nail this a few months back if this has been on campaign schedule for a while. Otherwise they do say that imitation is the sincerest form of flattery
Carl Martin - 21/04/2009
Exactly my thoughts Richard. Far too early after the T Mobile commercial...
stefan bardega - 21/04/2009
weak.
candace kuss - 22/04/2009
Am neutral here, except if the criticism is mostly that T Mobile did this already, doesn't T Mobile get the same criticism because Improv Everywhere did this \(and more) already. Does a concept not count as "done already" if it isn't a an ad?
AwallafaShagba - 22/04/2009
hit the snooze button at 17 seconds .. bin dun ...
Richard Hayter - 22/04/2009
@ candace kuss: Yes.
David Bowie - 22/04/2009
@ everyone - is this Twitter?
Kate Ritchie - 22/04/2009
It's just boring. I couldn't be bothered to watch to the end. It's not awful, just dull. Like lots of things out there.
Liz Smith - 23/04/2009
So that's what it was all about. I saw it on the way to the office and stood and watched for a couple of minutes but couldn't figure out what it was all about, got bored and left.
Shweta Bansal - 24/04/2009
Shweta -24/04/2009.. A great show.It has a created a buzz well in advance. Efforts like these will pull a lot of people