Dive summary:
- American Student Assistance has launched a pseudo-movie campaign called "Face the Red" that builds to the release of an eight-minute horror film.
- The film is to promote SALT, a membership program aimed to help educated students on the available options for paying for college.
- The content heavy campaign will be run online to reach students and, in addition to YouTube spots, will include a behind-the-scenes mockumentary from the Onion and ads that will run on student-popular sites like Buzzfeed.
From the article:
"Bobby Hershfield, chief creative officer of SS+K, said their solution was to weave the campaign so that SALT’s financial management tools, found online, would become 'the happy ending' to the protagonist’s red nightmare on the screen."
