Using tropes familiar to political commercials, “Honest Gil” starred in a series of ads that outrageously calls politicians on their spin. That message resonated with supporters resulting in enthusiastic sharing.
IDENTIFY THE PIPELINE
MOTIV identified several distribution networks interested in covering this material, and was able to tailor-make content to play well on these channels, immediately engaging a built-in audience.
SEIZE THE MOMENT
With mid-term election campaigns in the news, MOTIV had a window to drive earned media with press already covering the races, and knew the internet would be familiar with political ads.
Jokes can’t keep you in the news, sometimes you have to effect change in the real world. So we started an indiegogo project to fund the campaign, drove around in a coach bus and even commissioned a poster from renowned street artist Shepard Fairey.
REWARD YOUR FANS
Consistent updates and new content kept the campaign on the front page of social media, but rewarded those who got onboard early, or contributed to the non-profit.