Hereâ€™s one guaranteed way to make me do something, tell me itâ€™s dangerous and I am not allowed to do it. Actually, thatâ€™s common among kidsâ€¦ and those who refuse to stop being kids.
Hyundai Knew That
That is exactly how Hyundai got me to be interested in their new websiteÂ [Dutch], they told me that they are offering hypnosis through the computer. Thatâ€™s interest level 1.
Then they said itâ€™s only available in Netherlands because itâ€™s illegal in other countries. My interest level just reached the moon.
Fitzroy Amsterdam tapped Peter Powers to design an Online Hypnosis Experiment to allow the viewers to â€œexperienceâ€ the new Hyundai i30.
The experiment promises to keep you in your living room or wherever you are when you visit the site. It promises to be exciting but explicitly asks you to proceed only if you clearly express that you are voluntarily submitting yourself to the experiment.
Only In Netherlands
Because the site is only available in Netherlands, they made public a 2-minute teaser showing Powers putting three women in hypnosis. Through the clap of his hands, the 3 women kissed the car, cried, run, screamed, and spoke to an â€œinvisible manâ€. Powers guaranteed that the whole thing is genuine but also advices the viewers to not take his word for it. Anyone, in Netherlands, can visit the site and get hypnotised too.
Check the teaser on youtube and you will be flooded with comments insisting the whole thing is fake. I say it doesnâ€™t matter. It is, after all, an advertisement.
People are missing the point.
Hyundai and Fitzroy were able to capitalize on an existing consumer behaviour. We like things that are controversial and we like being dared. We like danger and we are curious about anything thatâ€™s supposed to be illegal.
The result is free media. People are now talking about it. They are spending 30 more seconds with the brand when they write comments. Thatâ€™s over and above the 2-minute teaser video they had to watch. They are posting about it on forums and are pushing other viewers to the youtube video to ge their thoughts.
These comments and feedback are exactly what Hyundai and Fitzroy for their brand.