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- Agency: N/A
- Location: Los Angeles
- Client: 20th Century Fox
- Name: A Particular Set of Skills
- Category: online/social media contest
- Why I like it: Watch the video first. If you enjoy seeing Liam Neeson kick ass in the “Taken” move series, then you’ll enjoy this contest announcement. Then take a moment to appreciate the sheer brilliance of this marketing action. It lives at the precise intersection of advertiser, co-sponsor, target and medium – delivering an interesting and compelling “everybody wins!” that is actually extremely rare in these types of activities. Fox drums up inexpensive awareness of their upcoming release (the value of the prize they’re giving away? $0!) Linkedin is the perfect catalyst for a conversation about “skills” and becomes 1000% more relevant and hip to a younger audience than they were last week. Young professionals are given the chance to win big-time social currency while engaging with fun content, and social media once again is leveraged as both an amplifier and executor of activities, at less cost and offering bigger potential payback than traditional media. A slam dunk.