Sega – Beta-7
The Beta-7 story was an elaborate marketing campaign dreamed up while at Wieden + Kennedy NY created with The Blair Witch Project filmmakers Chelsea Pictures directing group Haxan. Through fake forum posts leading up to the Beta-7 blog, we created a video game fan who turned from a beta testing hopeful to an unfortunate lab rat experiencing mysterious side effects. Websites, security camera videos, voicemails, e-mails, classified ads
Sportlife’s chewing gum wanted to be a brand ahead of the masses, aiming at youngsters and using ‘unexpected freshness’ as leading theme. We created new extreme sports to underline this concept, like Yetiball: snowbording as a snowball. Communication was focussed on commercials, interviews, a lot of fake websites, a MTV documentary, a press conference and even G-Sus t-shirts.
In line with this concept is Akaduro, a sport developed to introduce Sportlife’s Red Cinnamon. The Akaduro myth tells that it has been refined by Japanese martial arts fighters, which was spotted by Sportlife who wanted to develop a special chewing gum in this context.
These campaigns went viral, combined mass and online media, causing discussions in webblogs and creating a buzz towards the target group: youngsters. Sportlife’s market share rose significantly after the campaign. Retailers even asked permission to sell Red Cinnamon.