Sonar is the festival of advanced music and multimedia art that takes place at various venues in Barcelona (Spain) in the third week of June since 1994. Sonar is a pioneering festival that is unique in terms of its format and content.
For the Sonar 2008, the festival carried out an amazing viral marketing campaign.
The image of Sonar 2008 was mainly in video format and can be seen on the Internet. It consists on home video format recording, filmed in a mysterious location and showing beings with a disconcerting genetic make-up that are half human and half animal.
The videos were shot in the back of a “genetic experimentation” laboratory in a remote location in central China. The beings that were the results of bimolecular experimentation were filmed in this setting. The ultimate objective of these experiments was to create a new species of pet like those that used to be exhibited in travelling circuses, like the alligator woman or snake boy.
These videos were gradually uploaded, as viral marketing, to a fake website and in YouTube, with no links to the Sonar festival made clear. The result has been spectacular – there were 180,000 hits in only two days, it was no. 13 in the YouTube “Most Viewed” ranking” and no. 3 in the Science and Technology section.
Please check out the videos!!
https://www.youtube.com/watch?v=bdyPG_yuKRk&feature=related
https://www.youtube.com/watch?v=5XrAYaFRWZE&feature=endscreen&NR=1
https://www.youtube.com/watch?v=g6ma10EpMMQ&feature=related
https://www.youtube.com/watch?v=Z95m3exh8ok&feature=related
Related Links:
www.sonar.es
http://flyingflyer.wordpress.com/2008/05/29/sonar-2008/
Aurora Simon
8th February 2012