It's official. I'm now a super hero thanks to a new viral marketing campaign by Kodak.
Created by San Francisco based agency EVB, the "Make Me Super" campaign lets you download an image of yourself and superimpose it into the face and body of a superhero. A video is created, and all of a sudden you're the star of the show.
It's incredibly amusing, and the music is pretty catchy too. If you wish, you're able to purchase your superhero image emblazoned on a mug or mousepad. The campaign is fun, memorable, personalized, and you're able to pass the video on to friends. The tagline at the bottom of the custom edit page says "Kodak Gallery make something", so you get the feeling that it's OK to do something funny (or silly, depending on your perspective of life), if it's a way of expressing your creativity.
I wish more ad campaigns were this fun. Kodak has a history of hiring agencies that use intriguing and interactive techniques. Years ago, OgilvyInteractive incorporated the principles of digital storytelling into the design of a multiple award-winning campaign called "The Adventures of John." It appeared in the form of a stick man comic strip which showed up as banner ad teasers on media sites such as 24/7 Network, Engage Network, Toronto.com and Sympatico.ca.
The interactive story eventually brought the audience to a Kodak product page that contained the message "It's not the same without pictures."
Do you think interactive storytelling works in the adspace? If so, what is it about this technique that grabs your attention..if not, why not? What was your impression of the "Make Me Super" campaign?