Ad Nut has seen Stranger Things before, but this is still pretty strange.
When thinking how a luxury car dealer in Asia might promote a new anti-collision system, one might not think of jumping on the back of a popular new season launch of an American Netflix show.
But that's exactly what BBDO Singapore has done, pouncing on the upcoming July 4th launch of the third season of Stranger Things. for for Cycle & Carriage, Singapore's authorised dealer for Mercedes-Benz.
The agency has created a spoiler preventer for the series as a browser extension, that blocks out posts, mentions and images about Stranger Things on news sites, blogs and social feeds for those that don't want to know anything about it till they watch.
As it does so, the preventer will serve up mentions of Mercedes-Benz’s collision prevention assist feature which warns drivers to prevent them from getting into accidents. In other words, a spoiler alert.
If the link sounds tenuous it might be because the agency seems to have been given a fair amount of latitude on developing this one.
“We got to develop a tool using tech in a creative way to talk about a product feature. Our job doesn’t get better than that,” Mateusz Mroszczak, ECD at BBDO Singapore said in a release.
While Ad Nut sees the link to Stranger Things as a bit of a stretch, this 'spoiler alert' is actually adaptable and can be tailor-made to any trending news topic.
This makes is a whole lot more useful to Ad Nut than a plain old Mercedes ad in Singapore, since this squirrel can't afford the COE never mind a shiny new Benz.
To download the spoiler preventer, use these links:
Chrome (works for google.com, facebook.com & twitter.com)
Firefox Desktop & Firefox Android (works for all websites)