Reaching out to their prime demographic, Truth, has attacked the VANS Warped Tour this year full force. Truth, the campaign intended to expose the truth behind the marketing of the tobacco companies, has been innovative from the start with their edgy commercials and graffiti-inspired website. Following the Warped tour seemed natural for the campaign. Above you see Truth twister.
They’ve also teamed up with FUSE (the network famous for the pants-off dance-off) to sponsor the documentary of the Warped Tour for the network. The truth van and it’s crew will be featured in each of the six episodes. This, in addition to the ad buys on the network will really get the message to teens.
“We can never match [tobacco marketers’ ad] spending, so instead we stay ahead by being more cutting edge and going directly to teens with our messages,” said ALF Executive VP-Marketing, Communications and Public Policy Joseph Martyak in a statement.
FUSE will air the documentary on FUSE.tv, FUSEMobile (cell phones) and the episodes will be available on a pay-per-view basis as well.
The Truth campaign is handled by Arnold Worldwide and Crispin, Porter + Bugusky. Their latest initiative, WHADAFXUP, is designed to encourage texting participation and more loyal adherents to their anti-smoking message. Loca Moda assisted on this campaign.
ALF has its own text-commentary project underway: “ntwrk truth,” a “wi-fitti” (think wireless grafitti) system that lets kids text in a message to be displayed on a video screen in a game arcade, café or other public gathering spot. Kids can text in from anywhere in the country and watch the screens online to see their comments, and others’. Truth staffers act as “text jockeys” to monitor what goes on-screen. ALF began “ntwrk truth” in February, and now has six screens in ice cream shops, sandwich shops and cafes in Baltimore; Chicago; Seattle; Boulder, CO; and Cambridge and Somerville, MA. There are no plans to expand.
To guage the level of interest in the campaign, check out the relevant on Flickr and on Google Blogsearch. You’ll see quite a bit of results. Oddest thing though, apparently they’ve got no MySpace page. I didn’t even know that you could NOT do a MySpace page on a youth marketing campaign. I couldn’t have been more surprised to find out that they do not have one. Seems counterintuitive to reach out to the Warped tour (myspace page) and NOT have a page. Their onsite blogs are also oddly designed (one entry at a time doesn’t encourage long site stay).
However, for the most part, the site, the tour, the texting initiative and, of course, the commercials, have been carefully crafted to give you the feeling of teens taking back their future from ‘the man’. You can’t help but hope for the demise of the evil doers as their villainous exploits are exposed by the ‘citizen journalists’. Bravo for Truth.