Direct mail, ambient media, television, newspapers, posters… you lot will try anything to get people to buy things! Well, the Diary bets you haven’t thought of this little trick – identity marketing.
To promote the launch of a computer game, Acclaim Entertainment chose five people, from more than 10,000 entries, and got them to change their name.
For one year – in exchange for £500 (that’s less than a tenner a week) and a Microsoft Xbox – Ross Davidson, Paul Codling, Matthew Grist, Andrew Boughflower and Lheila Oberman will be known simply as “Turok”. Their lives will change overnight – everything from phone bills to passports will carry their new nomenclature. In addition to the Xbox, the five fools will receive a copy of the game they’re promoting – Turok Evolution.
Now the Diary can’t see identity marketing working for any old product – could you imagine changing your name to “I can’t believe its not butter” or “Durex Featherlite”? – but it is definitely a cost-effective way to create walking, talking ads for your brand.