A great example of a truly integrated campaign.
Some people know that before Brad Pitt became a megastar he grew up in a strikingly normal (non-Hollywood) family in Springfield, Missouri. Like a lot of people who come from normal families, he’s got some normal siblings, including younger brother Doug, who apparently still lives in Missouri.
Virgin Mobile Australia tapped the younger, non-famous Mr. Pitt for a pretty substantial marketing campaign, including this micro-site and a “viral” video, “Meet Doug Pitt,” which follows his daily activities, which include hanging out in his “man room,” shooting hoops in the cul-de-sac and mowing the lawn.
“Doug’s just a regular guy. He washes his own car, pays his own bills, and does his own laundry. You see, unlike his famous bro, Doug’s never been the star of anything,” says the site, urging visitors to “like” Doug enough to make him a “CeleBro.”
The campaign generated 1 million views last week alone.