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Tease and reveal campaigns are nothing new. Traditional marketers have been implementing this type of campaign since the dawn of time, particularly in an outdoor capacity.
The concept is a simple one:
The tease phase raises the interest of an audience to a particular brand, service or product. Primarily this is achieved by giving away a little, but not too much about the product. The imagery is often unbranded as it makes the consumer question what it is for and what brand it represents.
The reveal phase presents the product to the already raised wave of interest. Resulting in a continued and longer lasting interest and buzz around the product or service.
This is a concept that can be easily applied to online marketing, and indeed we are beginning to see folk implementing it via social media platforms such as Facebook and Twitter. In particular the Twitter platform allows clever marketers to drip small messages in only 140 characters.
Here are a few of what are in my opinion some of the most innovative traditional tease and reveal campaigns in recent years, and are ones that online marketers can learn from.
Created in part by by CHI, and the branding agency Venture Three, this tease and reveal campaign ran on the London Underground with attention grabbing images that provoked interest from a variety of people. The images were later accompanied by strong typography reinforcing the Times as a brand. This was well executed and resulted in commuters taking time out of their busy day to stop and think. More over here on Brand Republic.
Advertising heros Av Browne created this tease and reveal for Stolichnaya Vodka, implemented with a billboard campaign that ran with initally a message in Russian, and later translated into English. Really nice to see an advertising company in Northern Ireland coming up with such strong ideas and concepts.
For the launch of a 1995 Sprite campaign, Emakina adopted, a rather hideous Goblin creature created by Jim Henson to become the buzz in their tease and reveal campaign. A variety of different mediums were used to launch the campaign, the main ones being fake blogs, chain emails, and wanted posters put in the press looking for “the missing goblin”. A variety of response were obtained via SMS, and Emails from consumers, and many blogs picked up on the campaign offering assistance in finding the creature. The tease part of the campaign brought visitors to the www.findmygoblin.be website. An older campaign, but still a noteworthy one that helped to position Emakina at the forefront of viral marketing. See this slideshare presentation on campaign metrics.
This Saatchi & Saatchi campaign for Brazilian spirit Sagatiba, initially involved huge, Christ-like street murals with no other branding appearing in London. Other beautiful street art appeared all over the city with no other explanation,and generated significant buzz. Later followed up with a full print campaign.
StreetVirus commissioned ten different artists including the legendary Tim Biskup to complete Helio inspired murals in five markets across the US. Time-lapse videos of each which were featured on Youtube as well as syndicated throughout the web. The mural’s changed over time, starting out with a question mark to provoke wonder. More awesomeness on the streetvirus website.