Media Marketing Mystery…
posted by November 18 at 9:49 AM
onYesterday afternoon strolling from one side of Westlake Center to the other, I got canvassed by Children International, handed a copy of Watchtower magazine and invited to win $10,000 in a giant man vs. computer Scrabble game… and then I saw these two good-looking young people in black t-shirts declaring “Are you who you want to be?”
I decided to play Guess The Cult. The shirt-wearers offered me a magnet me which was as intentionally crypitc as their clothing; it proffered only their website: AreYouWhoYouWantToBe.com.
The site greets visitors with a minute-long sequence of portraits of Normal Americans (father with daughters in a swimming pool, surfer and son, Honest-to-God cowboys reclining against a fence), fading in over each other to a strumming guitar and singer wailing, “Are you who yoouu waaant to beee?”
Then you’re offered this choice, starkly reminiscent of The Matrix:
No worries, both buttons take you to the same “Personality Test” where you’re asked 18 insipid questions about stock images:
And, finally, Who You Are or Who You Want to Be is presented via an outdated-pop-culture pie chart:
After all this, the sponsoring group is revealed. I was completely surprised. And bewildered.
Assemble the clues, see if you can solve the mystery! Answer below the cut.
Not the Scientologists!
Not Microsoft recruiters!
Not even those idiotic free-hug chitluns!
It's the AARP. WTF?
Why are they using hot twentysomethings in Westlake Center to get new members? Why do they only want members with confused self images?
Comments
then they sell you various kinds of insurance - like AAA - life -- auto liability
and much more merchandising
I'm 38% Jay Gatsby and 12% Captain Kangaroo. How comforting.
I would enjoy growing old with June Cleaver and she'd like my salary as I'm 36% Marcus Welby M.D.!
Hey Ryan, I guess we grow old together. I'm June Cleaver, apparently.
Their questions totally give them away. "What ages better - your wine or your 401k?" "You're most likely to join: a book club or a mutual fund?" Not impressed.
Totally surprised. I was completely expecting Scientology or some other nutbag religious pitch. This seems very bizarre for AARP.
Weow Sarah! You and I have the exact same personality profile!
Did you choose the monkey too?
Maybe they've been taken over by Christian Scientists.
They've been advertising this on KOMO radio for the last month. Even learning that the AARP's behind it (yes, Sarah, I'm as surprised as you were), I'm completely befuddled as to their motives, aside from selling insurance and stuff.
Maybe this is their way of tapping the Gen Y market. Who knows.
Also, like ryan, I got Marcus Welby, 36%. These guys clearly haven't seen what I eat for lunch most days :P
(I chose the cat)
According to them, I'm 33% Daddy Warbucks, 27% the Queen of England, 24% Richie Rich, 10% Bruce Wayne, and 6% Jed Clampett. So evidently I'm meant to be quite rich. Too bad my bank account doesn't agree.
Apparently I'm Gatsby crossed with Ferris Bueller. I chose the cat and eschewed any choice with family or children in it...
I was 46% Mother Teresa. I also had some George Washington (I hate him) and the Easter Bunny who I totally love. I chose the dog. I kinda wanted to choose the ant, just to see what it meant. Anybody choose the ant?
I have the same percentages as Sarah as well. Suspicious. I was annoyed that "bacon" wasn't a choice on any of the questions.
Interesting. I'm 11% Princess Grace, 6% Hoss Cartwright, 14% Moqtada al Sadr, 9% Bjorn Borg, 26% Lord Buckley, 11% Natalie Campbell, 17% The Elephant Man, and 6% Pontius Pilate. So what does that mean for my credit application?
5% Easter Bunny????
The Easter Bunny has a personality?! Oh... I see...
This test sucks.
They're trying for a younger demographic. Their usual audience tends to die.
just goes to show that marketers are more "clever" than effective.
just goes to show that marketers are more "clever" than effective.
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