PLANNING

HYPE
How to market a product before it’s launched
DIRECTOR’S CUT (20 EXTRA EXAMPLES)
 CREATED BY

Melissa Pepers is a strategy consultant and futurist that helps

businesses grow through the development of competitive business
models and trend based activations.

Julian Cole is a strategy consultant who’s helped entertainment

brands (PlayStation, Universal, Interscope, Google) to create
successful launch campaigns.
 FIRST WEEK SALES MATTER

Entertainment and start-ups brands live and die by first week results.

Leading to front loading marketing investment to a pre launch window.

 CHALLENGE

How do you create demand for a product that’s not available?

 PLANNING HYPE FRAMEWORK

This deck helps brief/brainstorm pre-launch ideas with the help of behavioral
science.
FIVE TRIGGERS TO
PLANNING HYPE
1. SCARCITY
 SCARCITY

Less of something heightens its perceived value.

When scarcity seems less obvious, look for a way to make it exist.

Think: limited edition products, limited quantity of VIP tickets,

limited time brand collaborations, countdown timers
PINNACLE
ARCHIVES
THE NORTH FACE

DESCRIPTION:

The North Face unveiled a collection of revived pieces that have been
taken to the edges of the Earth by the world’s best climbers and
explorers at a pop-up space, high in the Dolomites in Italy, sitting at an
altitude of 2100m. The highest pop-up space in the world gave passing
climbers a space to rest and resupply.

The limited edition collection that had been through unique

conditions, increased the products value, as did the exclusivity of
the pop-up which functions as a reward to potential lead-users of
adventure apparel.

LINK
ONE COPY SONG
ADAM TENSA

DESCRIPTION:

In a world of mass consumption of music, Adam Tensta brought value

to his new album by making one digital copy of his new album
meaning only one person could listen at a time

Adam created scarcity in the music category which is known for its
abundance.

LINK
2. SIGNALLING
 SIGNALLING

Signal the extraordinary value of your product into something that your
audience will understand.

What would fans be willing to give up (time, money, possessions) to get the
product?

Think: Fan Stunts, Competitions, Waiting Lines

INJECTABLE
TICKETS
PAUSE FEST

DESCRIPTION:

To create hype in advance of their 2018 tech festival, Pause

collaborated with agency Taboo and a series of tech influencers
to deliver them the first round of tickets via injectable implants.
It set the scene with the kind of thought-provoking dialogue that
indicated to fans what to expect from their next festival, focusing
around tech and intimate boundaries.

For annual events there is often an unknown surrounding

how good the content will be. Injectable tickets signal the
value others place on the event. It’s something you don’t want
to see but you just have to watch, creating shareable friction
that riffs on the event’s 2018 theme of intimate boundaries.

LINK
SURVIVAL BILLBOARD

TOMB RAIDER

DESCRIPTION:

“Survival of the Grittiest” challenge was a live, online experience

in which eight gamers were strapped to a billboard in London
and faced a test of Lara Croft-like grit and inner strength to win a
trip inspired by the game.

They helped to signal the lengths fans would go for a chance

to be closer to the game

LINK
3. CREDIBILITY
 CREDIBILITY

They have to believe you can deliver.

It’s difficult for first-timers or those with a bad reputation.

Aligning with credible sources, demonstrating proof of capacity, resonating

with current trends.

Think: experts and ambassadors, existing brand reputation,

demonstrations, collaborations with credible sources
STREET ART
HOTEL
BENNETT HOTELS

DESCRIPTION:

Celebrity Chef Shannon Bennett turned the construction site of his

upcoming six star hotel into an art exhibition for modern street artist
Rone.

The credibility of artist Rone was used to cast a light on the beauty
of decay and the history in forgotten spaces. This created a desire to
come and see the new site for his hotel which is located one hour
outside of Melbourne.

LINK
GAMING THE
AMERICAN DREAM
SHOWTIME

DESCRIPTION:

To immerse viewers in the hedge fund world of Billions

protagonist Bobby Axelrod, Showtime partnered with the Wall
Street Journal, a favorite read for many finance workers. The
“Gaming the American Dream” experience (via WSJ Custom
Studios) teaches readers about the history of the hedge fund
market, its meteoric rise in wealth and societal influence, and the
major players that dominate (and threaten) the industry today.

The credibility from the partnership with the respected

publication WSJ and through the authority that comes with
producing educational content. Demonstrating knowledge by
sharing it with others creates credibility.

By offering additional opportunities to interact with a world

in different ways creates credibility in the lead up to an event.

LINK
4. CURIOSITY GAP
 CURIOSITY GAP

Knowledge gaps in our everyday produce a feeling of deprivation.

We’re motivated to resolve this state by obtaining the missing information.

Make our product the missing information.

Think: Disruptive stunts, Rabbit Holes, Puzzles, Conspiracy Theories

“CHEATER” CAR
BRAVO

DESCRIPTION:

On the streets of London and New York, Bravo set the stage for a
new season of Girlfriend’s Guide to Divorce in dramatic fashion.

The network hired a woman in each city to vandalize a brand

new car with phrases such as “Cheater” and “It’s Over” while
passersby watched.

Later, a distraught “boyfriend” would momentarily drive away,

only to return to the crowd of onlookers on a flatbed revealing
Bravo’s hand in the hijinks.

Bringing an extraordinary scenario into people's everyday

life drives them to want to know the backstory.

By making drama too delicious to ignore, Bravo was able to

capture everyone’s attention and use this as a potent
promotion for their upcoming season launch.

LINK
YEAR
ZERO
NINE INCH NAILS

DESCRIPTION:

A series of Easter Eggs dropped throughout the lead-up to the release of

Nine Inch Nails album Year Zero created a fan conspiracy theory that
culminated in an exclusive private show for the lucky few who cracked
the code.

For dedicated fans who feel like they know everything about NIN
creating a conspiracy theory is the ultimate curiosity gap. Fans who
got to the bottom of it were rewarded with a private show that’s the
first live show to feature songs from the new album.

The conspiracy theories also nurtured social proof through the

Bandwagon Effect where additional people join the cause when
there is already buzz, creating added contagion.

LINK
5. FOMO / OUTGROUPING
 FOMO / OUTGROUPING

There are winners and losers and you only want to be the first one.

Divide your audience into haves and have nots.

Make your haves become an authority creating an outgroup bias... and

associated desperation in your have nots.

Think: early access for hardcore fans, media/influencers first-in, unboxings,

sneak peeks to select groups, voting and polls for user generated content
2 CHAINZ

PRETTY GIRLS LIKE TRAP

MUSIC PINK HOUSE

DESCRIPTION:

2 Chainz leveraged geolocation data with his pink trap house located in
Atlanta to increase engagement with his fans and to raise awareness for
his album via Instagram.

The real life activations tapped into FOMO via limited dates and
locations creating an in group of those who got to experience the
house.
ONCE IN
A LIFETIME
AMERICAN EXPRESS

DESCRIPTION:

American Express worked with Spanish film director and screenwriter

Álex de la Iglesia to create a short film that was screened at an
exclusive premiere for Platinum clients only. The film was promoted
ahead of the event; however, at the event it was revealed that once the
film was over, it would never be seen again. Iglesia destroyed the only
copy of the film in front of the live audience, dramatically dropping the
laptop containing it into a tank of water.

Rewarding the ingroup with this film creates an outgroup of

everyone who is not a Platinum client which serves to create desire
in non-Platinum clients as well as a strong ego-boost for those in the
ingroup.

LINK
20 MORE EXAMPLES OF
PLANNING HYPE
BECAUSE
YOU WATCHED
NETFLIX (SCARCITY)

DESCRIPTION:

For one weekend only, Netflix popped up in Los Angeles with an

interactive exhibition of Netflix Originals that guide customers to
additional shows they might love based on their current faves. This was
in advance of the release for the “because you watched” feature of the
subscription service.

Being only live for one weekend only limits the supply of this unique
experience and encourages people to prioritise it over other
activities. There is also the scarcity inherent in having a unique
experience to connect with a digital brand in person.

LINK
DROP
MODEL
SUPREME

DESCRIPTION:

Batch releasing a new drop of products burst into the scene with
Supreme and has since spawned a cultural phenomenon, with the
marketing technique now seen far beyond streetwear.

Hype is created through multiple avenues of scarcity used to create

social proof and encourage herd behaviour.
– limited quantity available
– never to be made again
– exclusive tickets for the drop
– line out the door at the drop

LINK
ALL BLACK CATS
ARE NOT ALIKE
STUDIO GOLDSPARKLE

DESCRIPTION:

This crowdfunding campaign generated funds to create their new book

by using imagery of patron’s actual black cats in return for their
donations. In addition to smashing their crowdfunding goal, they also
put themselves in front of many potential customers – those cat lovers
who own black cats.

Having a target market that loves the chance to share their own
story (often seen with pets, babies and travel nostalgia) is a
powerful way to create incentives that are often win-win for the
business. The business gets free content and the cat owners get the
world to see how special their personal experience is.

LINK
THE SIDEWALK IS
YOUR RUNWAY
MICHAEL KORS X REFINERY29

DESCRIPTION:

In the Refinery29 “29Rooms activation” visitors were able to

pose with handbags from the yet to be released fall collection and
share GIFs of the moments with friends on social media. The
luxury designer Michael Kors used a double robot camera for its
installation at the event to entertain attendees.

Patrons of the exhibition will obviously desire to share their

exclusive experience of yet to be released fashion. This insight
turned patrons into micro-influencers, and their content also
naturally positions them as authorities on the topic as they
get to see it first.

LINK
INCOGNITO
VIOLINIST
WASHINGTON POST
(SCARCITY)

DESCRIPTION:

Hype can be created around scarcity by making people deliberately

miss out on an experience as a way of creating conversation.
Washington Post ran an experiment with renowned violinist Joshua Bell
by having him busk in a popular subway station. Despite sell out
performances of his typically coveted tickets, he made only a small
amount of money whilst busking and noone recognised him, creating
conversation around classical music, performance and its place in
modern society.

Using stereotyping of buskers as a frame to ensure that it was

unlikely that he would be noticed, Washington Post was able to
ensure people missed out on this performance. The scarcity also
became the cornerstone of the conversation, begging the question of
why his celebrity wasn’t recognised and why his quality music not
acknowledged.

LINK
INSTAGRAM
OUT OF OFFICE
QANTAS (INGROUP)

DESCRIPTION:

If you fly with Qantas you can set your email Out Of Office to
automatically populate with your custom message and any Instagram
travel shots that you tag with #qantasoutofoffice.

This transforms the usually boring email into a source of enjoyment

and creates an outgroup of those looking on. The Hidden Box is
multifaceted – it is whatever you want your next trip to be, the
featured destination(s) and Qantas itself.

LINK
I’M
A MAC
APPLE (INGROUP)

DESCRIPTION:

Brand competition is a strong way to highlight who you’re people are,

what qualities they have, highlight why your product and brand is so
great and play off the fun of major rivalries.

A classic example of creating groups where there wasn’t any before,

dividing the world of computer users into either Mac or PC, whilst
demonstrating product qualities and brand features with those of
the Mac being desirable. It also shows clearly the role of ridicule
and humour in ‘outing’ the outgroup.

LINK
CVS BEAUTY
MARK
CVS (INGROUP)

DESCRIPTION:

At the beginning of 2018 CVS announced it was done with heavily

retouched makeup ads, suggesting they set an unrealistic and unhealthy
beauty standard for the millions of women who shop in its stores. The
company also announced that it will introduce the "CVS Beauty Mark,"
a watermark that will be used to highlight imagery that has not been
materially altered. CVS Pharmacy will be working together with key
brand partners and industry experts to develop specific guidelines in an
effort to ensure consistency and transparency.

Here an ingroup of multiple businesses is used to create an

aspirational standard and to turn challenging an undesirable status
quo into an ownable trademark seeking to establish CVS as not
only in the ingroup, but as a thought leader of the desired group
behaviour.

LINK
COURTNEY
BARNETT & KURT
VILE MIXTAPE
EXCHANGE
DESCRIPTION:

A site where fans can create Spotify playlists and send them to fans on
the other side of the world. The 1-1 pairings of people across the globe
make it a really personal experience and unique as no one playlist are
the same.
EXTRA SUPPORT
ACTS
EXTRA GUM (INCENTIVE)

DESCRIPTION:

This campaign turns YouTube pre-roll ads into a platform that gives 16
emerging Australian music acts a significant audience boost and a
chance to perform live on a major stage. The longer you watch the
artist’s pre-roll, the more you vote for the act.

Here waiting is framed as a charitable donation where you are

donating time and attention instead of funds, the incentive being to
support small acts by sharing your attention.

LINK
POP-UP DOUGHNUT
SHOP
GOOGLE (INCENTIVE)

DESCRIPTION:

Celebrating the visual link between the Google Home Mini and
doughnuts, a surprise series of pop-up doughnut shops were created in
key locations in advance of the official launch. Patrons had the chance
to ask the Google Home Mini a question and get either a free doughnut
or a free product.

Unexpected free products are always a big incentive which is why

the pop-up is an enduringly successful format to create brand
exposure and conversation. Pop-ups usually also set an agenda, in
this case the small and convenient size of the product.

LINK
ANT MAN
BILLBOARDS
MARVEL

DESCRIPTION:

Teenie weenie billboards popped up across the world in advance of the

launch of Marvel’s Ant Man.

Giving passers by a taste of what it looks like from Ant Man’s

perspective proves they’re experts in looking from a very small
vantage point and creates credibility in their reputation for humour,
creativity and the capacity to build tiny worlds.

LINK
SXSWESTWORLD
HBO

DESCRIPTION:

Westworld is a luxury theme park where guests go to live

out their wildest fantasies. So, we decided to replicate that
experience by recreating Westworld at a secret location
outside of Austin, Texas during SXSW. Our social content
promoted the event not as an HBO activation but as a
real-life trip to Westworld. After a thirty minute drive from downtown
Austin on luxury buses, guests were free to explore over 90,000 square
feet of space and interact with the artificially
intelligent hosts played by over 60 actors. A 444-page script
drove the narrative of SXSWestworld and brought the park
to life. No two guests had identical experiences, and fans of
the show scoured the park to find hidden season two clues.

Credibility can be created not just through a brand’s reputation of

delivering quality experiences, but also through extraordinary
attention to detail that delivers a promise above and beyond what
the customer expects is possible.

LINK
QUESALUPA
MYSTERY BOX
TACO BELL

DESCRIPTION:

For the launch of the the Quesalupa, Taco Bell managed to get social
media buzzing about the new “top secret” food. They created
anticipation by leaking a redacted press release about the upcoming
food that would be launched at the Superbowl. They sent a number of
celebrities and influencers mystery boxes and got them to record their
response. They allowed people to pre-order the mystery item without
even seeing what it was.

Mystery is the original clickbait. Starting rumours through a

redacted press release creates an initial source of friction that
people then want resolved because not knowing is inherently
unpleasant. By having celebrities open the mystery boxes a second
occasion to connect with the content was created resulting in
contagion that would not have otherwise existed.

LINK
MARIA
GARCIA
NATHAN FOR YOU

DESCRIPTION:

Nathan For You is a TV comedy series with each episode

focusing on interesting and ridiculous ways to get very small
businesses noticed. In this episode Nathan helps a clairvoyant
attract new customers by putting signs around LA highlighting
that the psychic has a message for Maria Garcia. Maria Garcia is
the most prevalent females name in LA leading to a flood of new
customers curious to discover what message awaits.

Taking the idea of seeing a sign to a very literal new level,

Nathan was able to get a flood of customers that couldn’t
ignore the friction that there was a message waiting for them.

LINK
BET ON A
MURDERER
FRANCE 3

DESCRIPTION:

For its new suspense show, “La Forêt” (The Forest), France 3 enabled
viewers to bet on who the murderer is, in real time. Teaming up with
sports bets brand Winamax, they produced an algorithm that could
manage people’s gambles between episodes and during episodes, along
with the revelations that the story was bringing forward.

The chance to resolve the friction of seeing if you were right about
the murderer has been used here to enhance how much skin is in
the game whilst watching the show and a good example of how
friction can actually enhance the value of the Hidden Box itself.

LINK
100 YEAR OLD FILM

REMY MARTIN

DESCRIPTION:

Remy Martin made a film with John Malkovich that no one will see for
100 years. It opens in 2115, when the Louis XIII bottled today is ready.
The film is called 100 Years, and it was financed by French cognac
maker Louis XIII, who conceived the idea to help highlight the amount
of time that goes into their product.

Launching conversation around a product that doesn’t exist yet

doesn’t have to mean it will exist in the near future. In this case the
incentive to wait is to also discover a previously unreleased film,
bundling the value of the cognac with the authority that comes from
quality film making, amplifying the notion of being worth the wait.

LINK
SPOILER
KILLERS
SKY ITALIA

DESCRIPTION:

Anyone who loves TV series fights every day against a

terrible enemy: spoilers. But perhaps the launch of the third
season of Gomorra, the award-winning original production
of Sky, can do something about it. The most evil characters
from the most evil TV series are taking their threatening
ways to social media, menacing those people that can’t
keep their mouths shut online and ruin the show for fans.

This creates an outgroup of the undesired behaviour of spoiler

ruining, creating an ingroup of etiquette around protecting fans.

LINK
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