They say that consumers have become more elusive. To reach
those consumers, Mercury is launching a brand new “lure.”
It’s called “Meet The Lucky Ones” and it premiered Nov. 1.
This Web attraction will reach Mercury’s new and more
youthful audience in a unique way.
“Meet The Lucky Ones” is a tale of discovery, fate and
fortune – all of which will be experienced by consumers,
because it’s part PC game, part indie film and part blog.
You can start the journey and meet the characters at
Each week for five consecutive weeks, 10 mini-films will be
released and a series of intertwining stories will unfold.
The mini-films, with a tone reminiscent of big-screen films
such as “Napoleon Dynamite” and “The Royal Tenenbaums,” are
each around 30 seconds long and are told from the
perspective of one of 10 quirky characters, perhaps a
Danish gourmet exchange student or a grandmother with a
dangerous set of hobbies.
“Meet The Lucky Ones” also features a cameo by the all-new
2005 Mercury Mariner. Users will also be drawn to Mercury’s
, for a Mercury Mariner sweepstakes.
Created by advertising teams at Young & Rubicam Brands and
Wunderman, “Meet The Lucky Ones” draws on the talents of
filmmakers, online innovators and HBO writers.
Advertisements for “Meet The Lucky Ones” are running in
The New York Times and the front page of Yahoo.com,
with a People magazine advertisement scheduled to
appear on Nov. 5. The anticipated reach of the one-day
Yahoo online media blitz is about 25 million users.
“Meet The Lucky Ones” is a continuation of Mercury’s recent
New Doors Open marketing initiative and demonstrates how
the digital medium can engage customers, retain their
interest and help them learn about Mercury’s latest