Objective
One of the Lads was looking for a way to capitalise on the lucrative lad’s mag market. They wanted to access male users in the 18-35 demographic and convert these users to buyers of digital content.
They didn’t have a big marketing budget, so the site needed some clever promotion…
Solution
We identified that car enthusiasts are particularly active online via various specialist forums, which are mostly populated by our 18–35 year old, male target market.
To reach this market, we created a Carwash interactive video. It featured three playful and sexy glamour girls in a virtual Carwash. By enabling users to type in instructions, they can see the girls “obey their commands” – for example, if you type in “jump” all three girls leap up in the air. Or ask them to wash the car and that’s just what you’ll get…
The idea was that the site would “go viral” (users spreading the site by “word of mouth”) based on the quality of the content. It was our intention that the users would want to encourage their friends to find all
the commands – we added approximately 100 separate video clips to keep them guessing.
Results
The Carwash was phenomenally successful. The site received over 10 million unique visitors in the first year and over 15 million in total. Plus, it was referenced on more than 60,000 sites.
One of the Lads was also discussed across thousands of forums and blogs, giving it extra brand exposure that cannot be achieved through conventional advertising.
It was featured in the FHM Friday email in the first week after launch. The client didn’t have to spend a thing on marketing. And most importantly, text download payments converted at over 1% of visitors, which meant that the site was also successfully monetised.
