Open topic.
"How do you create a marketing campaign that gets people excited about a product or event without telling them exactly what it is -- and in doing so not confuse or annoy them?"
It's been done many times in launch campaigns, some better than other others, but it's a tricky balance to acheive. You give away too much info and lose the buzz that comes from your audience discussing "what is it?!". Too little info or too "cute" and you just piss people off.
Right now three separate clubs here at ESADE are asking for such campaigns for different events they're promoting in a few months, and every time I have to admit that while I'll give it a shot, I really have no idea how to create "buzz". See the one below that someone's running. Does it create hype or just mild annoyance and dismissal?
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