Have you seen this one? The Smithsonian National Zoo and the Conservation Biology Institute have teamed up in a “wildly” innovative way with the American rock band, Portugal. The Man, to raise awareness about a beautiful animal that is close to extinction, the Sumatran Tiger.
They claim there are only 400 of these beautiful animals left, making it the subspecies of tiger closest to extinction. To illustrate not only how easy it is to lose something forever, but how humans can help change that sad fate, the band created a limited edition of 400 vinyl copies of a new song, simply titled “Sumatran Tiger”. The records were produced in such a way as to degrade over time — if people don’t digitize and share the song, it will be lost forever.
The 400 vinyl copies were sent to influencers around the world, along with instructions on how to digitize the track and share it through all forms of social media.
As much as my profession is bashed time and time again for its manipulative nature, this is proof positive that creativity, technology, and marketing can come together anywhere, at any time, to create action that actually helps.
This one definitely deserves a GWH W.T.F. Award (Winner, Toss-Up, or Flop) WINNER trophy. Innovative marketing for sure — and for good. (Now let’s just hope that those 400 people have a turntable of some sort to play the record!)