Thursday, January 26, 2006

Agent Provocateur Make Further Use of Viral

Even the PR gurus are using viral techniques to spread the word in a "new" media age where connected marketing is growing.
Yesterday I was sent the following press release and link for the new "teaser" (no irony intended) for Agent Provocateur.


I found your blog earlier and thought of something that might interest
you ..... You may have seen some news around the latest viral campaign
from Agent Provocateur. The company has picked Real as its technology
partner for building and hosting the microsite, around which the
seductive campaign is based. The trailer for an exclusive eight-minute
movie, directed by Mike Figgis (Leaving Las Vegas) goes live today.

If you have any questions, or would like further information, please let
me know.



This was accompanied by the following press release.

Agent Provocateur picks Real for new movie-based online campaign

Luxury lingerie brand Agent Provocateur has chosen RealNetworks to
design and host a co-created microsite as part of it's latest online
campaign entitled 'Tied up at the Office'. The campaign centres on a
tantalising eight minute film directed by Mike Figgis (Leaving Las
Vegas, Cold Creek Manor) which promises to seduce the viewer.

The 'Tied up at the Office' trailer is available from today at with exclusive coverage
appearing across many of the international RealGuides, Real's broadband
entertainment portal. Visitors to the site can register to receive an
invitation to view the full-length film which premieres online on 9th

Piers Heaton-Armstrong, European Marketing Director, Real commented,
"Agent Provocateur is a stunning brand to work with. As one of fashion's
leading labels, they have really embraced the digital realm and have had
great success with viral marketing. We are excited to have the RealGuide
and RealPlayer associated with the world famous, stylish brand that is
Agent Provocateur."

I have asked the PR at Axicom to answer some specific questions to build my research information relating to the campaign and others organised by Real. I wonder whether or not the new media battle is gradually gaining ground on the traditional media - perhaps Agent Provocateur would have used Cinema? Is the cost advantage worth the lack of specific knowledge about the reach, frequency, weight and continuity of a media plan? Is it really a database builder in disguise. If it's a bit off both then interactivity in advertising is certainly apparent.

I guess one of the key considerations for all will be when will the tipping point be reached? When the TV channels get totally interactive or when broadband speeds up or perhaps when a total merge of hardware occurs across the audience?

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