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TNT'S VIRAL DRAMA

04.12.2012

Sometimes, the best ads are the ones that are impossible to simply call “ads”.  Case in point, TNT’s Drama Button:



The lines between marketing disciplines are incredibly blurred: the piece drives the narrative of a 30 second spot but tells it over the length of an online video using a live experience. As a commercial, it is too long for television; as a viral video, it is too staged to be authentic; as an experience, it is too contained to generate awareness.

Yet, as all three, it is a phenomenal piece of brand communication, generating over 4 million views (and counting) in two days, its impact only growing with interested viewers sharing through Twitter feeds, Facebook statuses, or Blog posts (hello).

This is the potential of a creative idea in the modern age: so long as it is expressed in a captivating manner, it can break through disciplinary barriers and find its audience.

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