‘FallOut’ is the name of the new Amazon Prime Video series that is already making waves here. The place chosen by the brand to carry out the activation was the Soco District, one of the most iconic places in Austin. Surrounded by shops and restaurants, the neighborhood is very visited by those arriving here for the first time or by those who are already used to walking along this endless sidewalk. And when we think we know a lot about brand experience, someone comes along and challenges us with very little technology and a lot of human material. I call this heart activation.
In the crowded queue, we see a kind of portal that separates the real world from a troubled and apocalyptic universe. But, before entering this world, you need to be qualified: the QR code is your new passport to fun. From that moment on, your cell phone will share your desire to film everything with its first mission: finding and scanning lost objects along the way as if it were a sticker album. Then, get ready: people bumping into each other and running everywhere, tearing up the scene like a gymkhana. How to eat Japanese peanuts: just the first one and you won’t rest until you’ve finished them all.
Very well prepared actors embody the characters in the series, providing essential chemistry. And don’t think they follow script. If you challenge them, they interact on a level where you are forced to believe that moment is actually happening. The activation (as we call it here in the real world) follows a very well organized trail. You are invited to test your artillery on a cannon that launches cans, try foods and drinks that only exist there, making your heart more than activated.
The trail includes challenges that test you, such as being able to lasso an animal or even sit in a dentist’s chair. All this in exchange for caps of “Nuka Cola”. That’s right. And you know what’s most impressive? the power that a simple cap starts to have when you discover that they are a score for the last activation. Then, you see people digging through trash and trying hard to achieve performance in the accumulation of bottle caps.
Lucky for me, I witnessed the head of Marketing at Eurofarma, Diego Tognonato Pamplona, trying to convince one of the actresses to exchange the Valda gum he had in his backpack for more caps. Proof that in any of the worlds it is possible hack the system.
And when a brand activation manages to decode our brain to the more sensorial and primitive side, then we are resetting the counter do game and reinforcing a territory where whoever dominates the heart.
* This text does not necessarily reflect the opinion of the vehicle | Cover photos: Marcelo Zampini
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