The two month tour visited nine cities, with Print, Web and Outdoor elements launched in phases.
Phase 1 –give the Altima a voice. (via Print, Outdoor and Radio). Phase 2 –give the Altima driver their own voice. (via Print, Outdoor and Radio).
Phase 3 –pirate the voice, and become ELECTRIC MOYO. (Web, Friendster, Non-traditional Outdoor and pirate Radio)
A chameleon custom-painted Nissan Altima was taken on the road. A fully mobile broadcasting studio –complete with a turntable sound system booming out of the trunk. On board were a poet and her crew of DJs artists and musicians promoting ELECTRICMOYO.COM. The web site posted her tour schedule, events, DJ playlists, photos, activities and performances in clubs, cafes, galleries and community centers in NYC, LA, ATL, Chicago, Miami, etc. Interviews and live radio broadcasts were conducted from the Altima. Guests included Kelis, Joss Stone, Funkmaster Flex and Aloe Blacc.
THEATER JAM was a guerrilla performance in movie theaters, with planned audience interaction, that occurred at screenings of The Matrix.
Actors were planted in the audience. On screen, a filmed actor peered at moviegoers and asked “Who Are You?”. To the surprise of the audience someone would jump up and respond “I Am A Chill In A Group Of Freakouts!”. Apparently listening, the screen actor would look towards another person and, amazingly, that person would stand up and shout another line. After a third response the stunned audience clapped and cheered as they realized it was all part of the ad.
Ranked #4, of the Top 10 Nontraditional Ad Campaigns by Ad Age (2003).
Featured in The New York Times, CNN, Adweek, Advertising Age, Brandweek and The Source.