Last month, Coke took on balloons to spread love and happiness throughout a city. It was a great idea to use something as childishly romantic like a balloon to demonstrate how a simple gesture as sharing a can Coke can fill a city with love. However, it was TV commercial.
A band decided to take the idea and make it a reality.
Initiating a Miracle
Garcia Goodbye wanted to launch their new single in the most creative, cost effective and impactful way as possible. So, they decided to do it literally.
They tied a USB stick at the end of balloon strings and let the balloon fly and land where it may. The USB stick contains their single and instructions on what to do in case they find the USB stick. They knew it was a long shot and it would take a miracle for just one person to get hold of a USB stick, play it and actually get in touch with them.
However, any artist will tell you that touching one person through a miraculous way is way better than reaching thousands through commercial means.
I guess miracles follow great art because someone actually found the USB, near a train track no less, played it and followed the instructions on what to do. He got in touch with the band. The band finally found the guy who found the USB.
Many will contest that the effort is a success. After all, the less than 30,000 hits on YouTube would hardly result to 30,000 iTunes purchase of the single. However, there is another way of looking at it. One, when someone like Coldplay decides to share their video in their own social networking sites, they are bound to be exposed millions of Coldplay fans.
Add the couple of hundreds more that bloggers like me will refer to their site.
It took them a couple of hundreds of dollars they spent on buying the USB stick, a couple of hours to tie the stick at the end of the rope and a fervent prayer that someone eventually finds it where it lands.Â Not a bad deal.