The Email Wars

I have long been a fan of Diesel. They are in our face, original and always ready to take a risk with a new marketing initiative. Last month I had the pleasure of getting a campaign for the Diesel XXX Party that was celebrating the 30th Birthday globally. I quickly checked it out and summized that I had to get the crack eROI team on finding out how they pulled this off. 

It was early in the effort but this email made me wonder how it was going to unfold. Scanning the cities that were going to be used to stage this event I noticed NYC. VOILA. We are there with our office in Manhattan… quick call to Chris Masagatani to bring him into the plans. 

Chris and I talked about the email, the landing page and the campaign. I set him off with a Flip camera to document the campaign from start to finish. What I wanted eROI to learn is how email was used as the first touch point and how it caused the event to unfold with little to no other media around it. 

Chris set out and documented the first part of the hunt here. After that he kept his eyes peeled on the local scene to see if any other media promoted it. There was a video on YouTube that got some play, but even more was done with the video on other blogs. The only other marketing event was that of a small ad in the NY Times letting people know about it. And I mean small. It is in his video if you want to see it.

Then Chris followed the instructions, got his Golden Ticket, and made it to the event.

All from an email. Amazing how powerful an email can be.

Take a look at the wrap up video he made of the campaign and the event. Mind blowing. Great work Chris.