Sunday, October 14, 2012

Epic Marketing WIN: Byzantium Security

I recently got back from a trip to New York City. On Wall Street, I saw a pretty bold backlit ad on a Newsstand. I took a picture of it since it captured my attention. The resulting experience was one of the most dynamic and engaging marketing campaigns that I have ever encountered. Sorry, but if you are looking for an Epic Marketing Fail, you won't find one in this post...

EPIC MARKETING WIN

We're Not for Everyone. Just the 1% that Matters.
With so much going on in New York City it takes a lot to stand out, and yet, the simplicity and bold nature of the copy on the above display ad cut through the noise. It was amplified by the die-hard occupy Wall Street protesters taking up space just a block away.

The ad's location on Wall Street makes it seem like it's targeted at 'the 1%' for some kind of security service. I was intrigued, I wanted to know more. I forgot about it until I got home and uploaded my pictures to iPhoto. Naturally, I went to the website. On the homepage there is an embedded video:


Byzantium Security Website
It's an ad for 'Byzantium Security'. It's very well done and talks about the value that Byzantium Security can bring to the world's elite. Okay, now I am even more intrigued. Who are these guys? Who uses them? Does Jason Bourne work here? I want to know more...

The second and only other call-to-action on the site is to complete a series of tests to see if you have what it takes to be a security operative at Byzantium Security. I've always wondered how I would do on one of these...

Define 'normal'.
What follows is a series of 5 psychological tests. After every stage it offers up a personal & tailored results based on your selections. My curiousity lead me to find that they actually worked with a cognitive psychologist to produce the tests (more on that later...).

Each stage of the tests prompts you to share your results on your social networks, making the campaign extremely viral. But don't be mistaken, its not the fact that the social media buttons are present that makes it sharable, its the experience and content that makes you want to share it.

I got 99 problems but social ain't 1.
At the VERY end of all of these tests, you discover that this has nothing to do with 'Byzantium Security' at all, in fact, it is ALL for a new Cinemax show called 'Hunted'.

This absolutely blew me away. The lengths they went to build this campaign are unbelievable. The amount of time spent developing the psychological testing, the fake website for the security company and the video that was shot with the show's lead actress, Melissa George, must have been a massive effort. But the payoff was all worth it.

The thing that does it for me is their non-traditional approach. It's an approach that produces a memorable experience along the way and that is the result of all of the above elements working together seamlessly.

WHY THIS CAMPAIGN IS AN EPIC MARKETING WIN
  1. Create an experience.
    Many marketers struggle with getting their audience to share their content. This campaign created an experience that was simply too awesome not to tell other people about it.
  2. Keep it simple
    The display ad didn't have any distractions. There weren't unnecessary images or QR codes, just what you need.
  3. Bold
    The copy on the ad was bold and timely. The whole 1% thing has been a huge topic of conversation and controversy, especially on Wall Street where the ad was found.
  4. Intrigue
    Although the topic of assassins and CIA operatives is intriguing in itself, the marketers created a desire to figure out what Byzantium Security was all about.
  5. Different
    You can only make a movie/TV trailer is so many different ways. This was a truly different and unique way to promote a TV show that is much higher impact and memorable than any 30 second trailer could ever be.
  6. 1 call-to-action
    From the display ad to the website, to the interactive psychological testing, a fairly complex campaign comes off with apparent simplicity. It's absolutely critical to make it as easy as possible for your prospects to take that next step to get them to do what you ultimately want them to.
  7. Escape hatches
    If someone wants to abandon the test at any point (not sure why you would, but I tried just to see what would happen) they show their final call-to-action, which is the trailer for the movie.
  8. Social
    Creating a social campaign is so much more than having the icons on your email/website or landing page. It all starts with creating an experience that compel people to want to share it.
If you haven't already, go to www.byzantiumsecurity.com and check it out for yourself. I don't want to ruin the end of the testing, but if your results are anything like mine, it's truly mind-blowing. Once you have, make sure to share your experience on the ever growing list of comments on their Storify feed. Slow-clap for Campfire for putting this together.

This is for you, Campfire.
Finally, remember, as a wise man once told me, 'Dont treat your audience like they are working for you, treat them like you are working for them'.


101 comments:

  1. These tips are certainly needed for any call center. I've known a few who already has these stuff.
    Email Marketing Solutions | Bangalore Website Development Company

    ReplyDelete
  2. Nice opportunity to me for know about epic marketing by help of this blog.
    Magento Development India | Magento Designer India

    ReplyDelete
  3. this is really agreat blog.... and also a nice informative blog............
    Real Estate Marketing Software

    ReplyDelete
  4. It’s amazing in support of me to truly have a blog site, which will be valuable meant for my knowledge. Thanks admin.htm

    ReplyDelete
  5. Good blog along with the excellent quality stuff and I’m sure this will be greatly helpful. WWW.LISTACADEMYBONUS.COM

    ReplyDelete
  6. These are actually wonderful some ideas in the blog. You have touched good quality points here. In whatever way continue writing.payday loan with savings account

    ReplyDelete
  7. Congrats you individuals are doing with this blog site.life insurances

    ReplyDelete
  8. I was searching for many blogs site and now finally I have got this cool place with lots of information.payday loan

    ReplyDelete
  9. If you really desire to get such type of information, visit this blog quickly.MacFarlane Curry

    ReplyDelete
  10. Of the many factors that contribute to a successful paid campaign, ‪AdWords‬ quality score is one of the most important. Website Design Bangalore

    ReplyDelete
  11. Fantastic post I've come across today. Educational. Thanks for sharing this greatest data. You can also post this information on other platforms such as LiveJournal, Overblog with the important Tumblr and Journalhome

    ReplyDelete
  12. Excellent and amazing post. Thanks for sharing this greatest data. You can also share these post in different social medias to get a higher ground like, Facebook, Twitter with LinkedIn followed by Google Plus and Pinterest

    ReplyDelete
  13. Very Nice Post. I appreciate with your blog. Thanks for sharing. You can also publish this excellent post on other platforms such as, Wordpress, Blogspot followed by Livejournal and Medium

    ReplyDelete
  14. This comment has been removed by the author.

    ReplyDelete
  15. Thanks for this post!
    That was a very brilliant marketing campaign

    social media marketing

    ReplyDelete
  16. Hey Thanks for sharing this valuable information with us. I will come back to your site and keep sharing this information with us.
    tellthebell.com

    ReplyDelete
  17. Hi,

    Thanks for sharing a very interesting article about Epic Marketing WIN: Byzantium Security. This is very useful information for online blog review readers. Keep it up such a great article like this.

    Regards,
    WondersMind,
    Web Design Company Bangalore

    ReplyDelete
  18. Thanks for sharing this article. Very inspiring and impactful.

    Best Mobile App Development Company

    ReplyDelete

  19. "I loved the post, keep posting interesting posts. I will be a regular reader...

    https://www.smm.com.pk/"

    ReplyDelete
  20. "I loved the post, keep posting interesting posts. I will be a regular reader...

    hairclinic.pk

    ReplyDelete
  21. "I loved the post, keep posting interesting posts. I will be a regular reader...

    hairclinic.pk

    ReplyDelete
  22. "I loved the post, keep posting interesting posts. I will be a regular reader...

    hairclinic.pk"

    ReplyDelete
  23. "I loved the post, keep posting interesting posts. I will be a regular reader...

    hair transplant pakistan

    ReplyDelete
  24. "I loved the post, keep posting interesting posts. I will be a regular reader...

    hair transplant in rawalpindi

    ReplyDelete
  25. "I loved the post, keep posting interesting posts. I will be a regular reader...

    hairclinic.pk

    ReplyDelete
  26. "I loved the post, keep posting interesting posts. I will be a regular reader...

    hair transplant in pakistan

    ReplyDelete
  27. "I loved the post, keep posting interesting posts. I will be a regular reader...

    Rent a car from Islamabad to Murree

    ReplyDelete
  28. """I loved the post, keep posting interesting posts. I will be a regular reader...

    hair transplant pakistan

    ReplyDelete
  29. I loved the post, keep posting interesting posts. I will be a regular reader...

    hair transplant in pakistan

    ReplyDelete
  30. "I loved the post, keep posting interesting posts. I will be a regular reader...

    Rent a car from Islamabad to Kashgar

    ReplyDelete
  31. I loved the post, keep posting interesting posts. I will be a regular reader...

    Rent a car from Islamabad to Kashmir tour

    ReplyDelete

  32. "I loved the post, keep posting interesting posts. I will be a regular reader...

    hair transplant surgeon pakistan

    ReplyDelete
  33. "I loved the post, keep posting interesting posts. I will be a regular reader...

    https://www.hairclinic.pk/hair-transplant-in-islamabad/

    ReplyDelete
  34. "I loved the post, keep posting interesting posts. I will be a regular reader...

    hairclinic.pk

    ReplyDelete
  35. "I loved the post, keep posting interesting posts. I will be a regular reader...

    yourcar.pk

    ReplyDelete
  36. "I loved the post, keep posting interesting posts. I will be a regular reader...

    yourcar.pk

    ReplyDelete
  37. I loved the post, keep posting interesting posts. I will be a regular reader...

    SEO Company London

    ReplyDelete
  38. "I loved the post, keep posting interesting posts. I will be a regular reader...

    rent a car in islamabad

    ReplyDelete
  39. "I loved the post, keep posting interesting posts. I will be a regular reader...

    rent car islamabad

    ReplyDelete
  40. "I loved the post, keep posting interesting posts. I will be a regular reader...

    rent a car islamabad without driver

    ReplyDelete
  41. "I loved the post, keep posting interesting posts. I will be a regular reader...

    https://www.seomagician.co.uk"

    ReplyDelete
  42. "I loved the post, keep posting interesting posts. I will be a regular reader...

    SeoMagician.co.uk

    ReplyDelete
  43. "I loved the post, keep posting interesting posts. I will be a regular reader...

    seomagician.co.uk

    ReplyDelete
  44. "I loved the post, keep posting interesting posts. I will be a regular reader...

    seomagician.co.uk

    ReplyDelete
  45. Hi,

    I’m really impressed with your blog article, such great & useful knowledge you mentioned here.
    Keep up the great work.

    Freshlook contact lenses price in Pakistan

    ReplyDelete
  46. A very interesting article, I learned a lot of new things
    Help With My Math Homework

    ReplyDelete
  47. What a fantabulous post this has been. Never observed this sort of helpful post.
    Pay Someone To Write A Research Paper

    ReplyDelete
  48. Nice post it is really an interesting article we are also providing the web design services in bangalore. We are the leading
    Website Designers in Bangalore
    Best Web Design Company in Bangalore

    ReplyDelete
  49. Great post! I am actually getting ready to across this information, is very helpful my friend. Also great blog here with all of the valuable information you have. Keep up the good work you are doing here. Rent a Car on monthly basis in Islamabad

    ReplyDelete
  50. The Eye Consultants
    If you are looking for a hospital that is excellent for the diagnosis and treatment of eye conditions then do pay a visit to The Eye Consultants. I have personally tried and tested this hospital and trust me, they are the best in town.

    From services to neatness to expertise, The Eye Consultants left no stone unturned to amaze me. The doctors and staff members are extremely polite and professional.

    Currently, the hospital is specializing into following areas:

    Glasses Removal Laser
    Cataract Laser Surgery
    Glaucoma
    Child Eye Care
    Medical Retina
    Surgical Retina
    Ophthalmic Diagnostic
    Oculoplastic
    General Eye Clinics
    Location: 31, Civil Lines, Opp. Silver Oak School, Rawalpindi

    Contact/WhatsApp: 0092323 855 4626

    ReplyDelete
  51. Our company is a one-stop solution for all your needs related to web designing. We have been in this business from past many years and are one of the web designing company in Chandigarh . In the times, where website is an essential requirement for your business, you should not settle for anything but the best. We specialize in PHP website development, Magento website development, website optimization, WordPress website development and custom website designing. We cater to the fraternity of clients and provide them websites according to their business needs and our websites have been loved by the Aspiring businesses, Emerging industry leaders and quality driven clients hire us to build effective websites for them to engage in digital world in Chandigarh and all across the world.

    web development company in Chandigarh

    ReplyDelete
  52. As the number of internet connections and online searches continues to grow, our SEO Company in Bangalore can help you stay on top of the SERP rankings. As SEO experts, we are constantly adapting to the changing dynamics of the SERPs to ensure that our customers are the first when it comes to consumer searches. Our strength lies in conducting thorough research and creating high quality content that will make you a winner among your users. SEO Company in Bangalore

    ReplyDelete
  53. Very good article thank you for sharing energetic information. I really appreciate you.
    keep it up,write and upload on regularly. I read the blog on a daily basis.
    Get the best home tutor in Karachi At your Doorstep. Best Tutor Academy in Karachi For All Classes and Subject


    Jinnah Tutor Academy In Karachi is a trusted tutor academy by parents and children, well-known for its compatibility in a variety of subjects, extensive experienced Home tutor in Karachi to cover loads of curriculum, and determination to guide students on the career-changing path through home tuition.


    We are a team of high-qualified, award-winning, top-rated & professional teachers that not just help students studyHome Tutors in crucial hours but also prepare them for future academic challenges.

    ReplyDelete
  54. Are you looking for an SEO Firm in New York City? Do you have a website and need to increase your search engine rankings in order to get more visitors to your site? If so, Digital World Giant is the answer. Digital World Giant is the best digital marketing agency in NYC providing the best SEO services in NYC.

    ReplyDelete
  55. Assignment Help Southampton:
    Assignment help South Hampton is designed to help the students of Southampton deal with difficult assignments. Assignments create opportunities to think and learn about ideas, topics, programs, and questions about specific curriculum content. Every student needs to keep an eye on proper planning and details to write assignments effectively. Some students lack the required writing skills, and they find it difficult to pen their opinions on paper.
    Often students also face pressure from their parents and professors, which in turn makes them nervous. The assignment and homework problems related to Economics, Psychology, Business Administration, Marketing, Law Assignment, Nursing, Healthcare, and the environment science are usually complicated. Hiring an assignment help Southampton can help students get their desired grades.
    https://www.onlinetutorhelps.com/assignment-help-southampton/
    Assignment Help Southampton


    ReplyDelete
  56. I'm always looking online for articles that can help me. I think you also made some good comments on the functions. Keep up the good work!

    Data Analytics Course in Erode

    ReplyDelete
  57. Hi, I am John Smith I am Web Developer, It is an amazing blog thanks for the sharing the blog. Frantic infotech provide the hybrid app development such as an information about software development for costumer service. Franti infotech also provide the ipad app development. The development of advanced web applications is Orient Software’s specialty and we will successfully fulfill all your web application development requirements, from small-sized to wider-ranged projects. We Also do work multiple platforms like:
    mobile app development services
    android app development on mobile
    ios app development services
    react native app development
    ionic app development company
    flutter app development company
    php web development services in india

    ReplyDelete
  58. Very informative message! There is so much information here that can help any business get started with a successful social media campaign!

    Data Science Training Institutes in Bangalore

    ReplyDelete
  59. Wonderful content! Keep working on it! And if you have time, try checking out our website

    Web Design Company in Norwich

    Web Development Company in Norwich

    ReplyDelete
  60. It's like you've got the point right, but forgot to include your readers. Maybe you should think about it from different angles.


    Data Scientist Course in Erode

    ReplyDelete
  61. Amazing article. It's very useful.
    It looks like you have put lot of work into this.
    Promotedigitally is Best Digital Marketing company who promise
    to get Rank and Bank for your business. We Are a team of highly experienced ,
    creative digital marketers who have the most accurate and best search engine optimization and
    marketing.We are a digital performance-based eCommerce marketing agency in USA .
    We help DTC brands to grow their business by providing them with sales
    Take a look: Best Ecommerce Agency In Usa

    ReplyDelete
  62. Tamil Astrology is an Occult Science that tells us about that deep rooted connection between the celestial bodies and human beings.

    ReplyDelete
  63. That is as a matter of fact a clean to accomplish and enlightening, containing all supporter and besides has a delightful effect occurring for the supplement period. much obliged to you for sharing it, iMyFone Lockwiper Serial Key

    ReplyDelete
  64. Excellent article, You have summerised important points, keep it up. Thank you best quality lenses for eyes in pakistan

    ReplyDelete
  65. Get the best Indonesia Import Export Data from indonesia customs with the help of top Import Export Data of Indonesia at Import Globals. Check latest indonesia import export statistics to visit our website.
    Indonesia Import Data

    ReplyDelete
  66. great post on Epic Marketing WIN, keep posting Java Classes In Pune

    ReplyDelete
  67. href="https://istanbulolala.biz/">https://istanbulolala.biz/
    M3LEE2

    ReplyDelete