As I browse through Youtube, its fascinating to see how many companies are going full speed with their online campaigns. What captivated me was the video of the best advertisement in 2012. We all have learned how mood congruency plays a role in recalling effective marketing campaigns and TNT channel has brought this approach to a whole new level.
The campaign is called “Push Button to Add Drama”,sounds pretty straightforward and it is! For the launch of the high quality TV channel TNT, a button was placed on a square of a town in Belgium that invites people to get involved in an unexpected scenario. Once the person presses the button, the show begins. Even though the initiator and the bystanders lack the knowledge of what is going on, but they are fully attended to the actions ( “cops” and “criminals” going full fire) and are pleasantly surprised and excited ( from their facial expressions). As the intensity diminishes, the actions come to an end. After the criminal scene has cleared up , the ad poster is reveal to clarify the purpose of the”mess”. After seeing the poster, some people dropped their jaws, others simply giggled out of joy. Even I was astonished after watching the entire campaign and it has left a powerful impact in my memory.
This elaborated experiential marketing not only let the initiator to be involved in the process but also the bystanders. When the whole experience is documented and presented online, viewers like myself are able to experience the impact of those actions vicariously as an observer. Speaking of mood congruency, people are better to recall those memories with the same state of mind as their current mood. This campaign elevates the excitement level as people encode this event into their memories and next time when those viewers look for action packed movie channels, most likely TNT will flash through their mind as they think of the possible options! (priming effect and schema is the key and the proper implementing the mood congruency theory )
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