Operations

Mercury Invites You to ‘Meet the Lucky Ones’

Posted on November 3, 2004 by LCT Staff - Also by this author - About the author

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 www.meettheluckyones.com.

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 Web site, www.mercuryvehicles.com , 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 innovations.

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