The Economist viral marketing campaign

Interesting developments in market testing. A personal email that I received from Chris McCrudden from Speed Communication to gauge my response to a new campaign being launched for The Economist. The email read:

I’m getting in touch with you on behalf of The Economist in the UK as I notice that you’ve written about the magazine before on your blog.

The Economist has just launched a new cinema ad campaign which it hopes will help attract a new generation of readers. We’re very interested in hearing your thoughts about it as it’s very different to the ‘white out of red’ posters it’s used for over 20 years. It’s intended to grab the attention of the “intellectually curious”, the estimated 3m+ people in the UK who, thanks to the expansion in university education, care about the range of big global issues that The Economist covers every week.

You can see the video here at http://www.youtube.com/watch?v=Esx57x7CtZo

It uses the image of a wire-jumper (Florent Blondeau) walking through a city on a series of red wires and the strapline “Let your mind wander” as a metaphor for the pleasure we get from connecting different ideas, suggesting that you can get a similar experience from reading a copy of the magazine.

I hope you enjoy the ad. If you’d like any more info on the thinking that went into the campaign please let me know.

Best regards, Chris

Note both the personal turn and the feedback loop between my use of The Economist in my blog and an email back about their new marketing campaign.

The video is here.