Weta - Rayguns
Brief
Weta needed a campaign to launch a range of 3 premium priced limited edition Collectable SteamPunk Rayguns prior to their official launch at Comic Con in the USA. Aimed at a predominantly male, 25 – 45, high disposable income audience, the biggest challenge was that most Collectibles (action figures etc), support an existing movie, TV, or graphic novel property, with an existing back-story and buzz to create demand. However, Rayguns were an original creation of Weta, had no such provenance We had a lot of information to get over, a back-story to help create, and a small budget.
Solution
Our solution was an online, comprising a viral ‘online infomercial’ placed on YouTube and Yahoo Video; banner placements on key sites frequented by our audience, and Google AdWords.
Results
The infomercial has been viewed tens of thousands of times on You-Tube and Yahoo Videos, with nearly 2,000 blog / websites linking to the video clips on You Tube or directly to www.wetanz.com/rayguns. Nearly NZ$400,000 of Rayguns sold for a marketing campaign investment of just over $50,000.
