They could have just advertised the movie. The equivalent of “here’s what it’s about, give us your money, go to the theaters!” Our radio stations do that all the time!

Instead, gave us a way to put ourselves in the movie.


As we try to come up with ideas about how to get our listeners to do what we want them to do, perhaps we can learn a thing or two from this campaign. “Create a character” isn’t about the movie. It’s about YOU!

Roy Williams says, “We buy what we buy to remind ourselves – and tell the world around us – who we are… We’re attracted to reflections of ourselves.”

Thousands of these cartoons will be posted on line or sent to friends and not once was anyone asked to promote the movie. And yet they did.

“It’s not what a product does that matters to us so much, it’s how we socialize around it that matters.” Hugh MacLeod