Guinness used hundreds of villagers in Argentina to film this unique domino TV ad. It is the most expensive TV ad in its 80 year history. The “Tipping Point” ad shoot was directed by Nicolai Fugslig.
Guinness hid the ad online and left video clues to find it.
This search for information, using narrative and multiple media, is used in the gaming world asARG (alternate reality game). Creative marketers are using ARG techniques to create ad campaigns that will generate buzz, word of mouth transmission and, ultimately, a viral ad. I recall IBM using a similar approach in an email campaign. Now, if we could only find one such ad in real estate-.
H/T: Adland.
Other sources:ExperienceCurve, wikipedia.
