100 thousand dollars, printed for the occasion, were placed in a glass bell jar in Columbus Park in Brooklyn, New York, with ten hidden cameras ready to catch public reactions. Clearly it didn’t take long for the display cabinet to attract the attention of passersby, whose reactions ranged from bemusement and awe to attempts to break the glass. Off camera in this spot, a group did manage to break in to the display case before being intercepted by hidden security guards.
And the point? $100,000 attracts a crowd, but TheLadders helps employers find the right person for the job.
Click on the image below to play the video in YouTube
The Ladders 100K site was developed at Fallon, Minneapolis by executive creative director Al Kelly, art director Bobby Appleby, copywriter Simon Roseblade, director of broadcast Vic Palumbo, agency producer Amanda Revere, print producer Tom Beckel.
Filming was shot by director Derek Cianfrance via Radical Media with director of photography Max Goldman, executive producer Gregg Carlessimo, producer Veronica Madrigal.
Editor was Jesse Thompson at Fallon Assembly Line.
Paul van Veenendaal at The Viral Blog makes a few suggestions on how Fallon could have taken the campaign further.
The video ends with: “Call (866)-799-6973 to find out how TheLadders.com can help your company”. But there’s no reference to microsite in the video. Also there’s no attention whatsoever about the $100K campaign on the frontpage of the career site? And no possibility to embed the video from the microsite or to comment. And I wonder if they use tools like ViralTracker to measure the views on videoportals.
Augie Ray at Experience: the Blog gives the site an A for content but an E for social functionality, providing a few proposals for improvement…
- How about a poll to determine the charity to which TheLadders.com should give the $100,000? Think that might generate some attention, links, and dialogs?
- Or, another charity angle might have been for TheLadders.com to allow people to select a charity, generate a custom video link, and then earn a charitable donation for the chosen charity based on how much traffic that link generates to the microsite.
- How about the ability for people to ask for their city or neighborhood to be the next spot where the glass box stops? Might it be fun to see friends, coworkers, and neighbors punked by the $100k experiment?