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Published on May 15, 2011
We used the misconception that advertising brainwashes consumers. We manipulated this insight and created Hypnomarketing, a fake firm (with a GM and office) that turns young people into lifelong brand advocates through the power of hypnosis.
We used product to incentise people to attend HypnoMarketing sessions. Golf Punk was integrated into each session and product sold at the end. Footage from the sessions was published on P2P websites. The media was outraged, HypnoMarketing's GM was inundated with interview requests. Resulting media coverage propelled Golf Punk "front of mind" with both customers and retailers.