Friday, 4 July 2008

'Faceless People' Lotus viral marketing around Wimbledon creates significant buzz in national press and online

Faceless People are being used by Lotus to promote their forthcoming car launch. Two Faceless people have been appearing at various prominent events around London and a large number of national press stories reported the presence of the Faceless People at Wimbledon yesterday.

Headlines such as 'The Faceless phenomenon' (ABC News), 'Faceless aliens spotted in the crowd at Wimbledon' (Mail Online), 'Faceless People hit London' (Metro) and 'Faceless figures cause a stir at Wimbledon' (Telegraph) have all contributed to the debate about who these Faceless people are.

Faceless People at Wimbledon yesterday

The Faceless People use thin rubber / latex masks to obscure their faces and they have previously been seen at Henley, the Harrods Summer Sale and Elton John's White Tie and Tiara Ball. There has been widespread speculation as to who these Faceless People are and what they are hoping to achieve. Various theories have been espoused from aliens to Scientology protesters to modern artists to CCTV protesters to celebrities protesting about paparrazzi, however the Faceless people are actually a viral marketing campaign for Lotus.

The Faceless People wear Lotus badges and the website www.facelesspeople.com is Lotus branded and collecting data before the forthcoming new Lotus launch. The Facelesspeople.com website allows users to register their email address so that they can be contacted when 'True Character' emerges in 18 days time.

Given how easy it is to find the facelesspeople.com website through Google I think it is amazing that there has been so much Faceless People coverage and so little realisation that the Faceless people are part of a clever viral marketing rather than a political statement or art!

Intrigued to see what I get email in 18 days time and wonder if the Faceless People will keep appearing even though the public now know who the Faceless People are........

UPDATE: Faceless People mystery solved as Lotus reveal Evora

10 comments:

Sandrine said...

Oh, whouah, it's a buzz campaign then ? I don't know but those "faceless" people look so weird that I didn't even think it could be marketing related !!! But thanks for the tip !

Dabitch said...

The faceless people do not wear Lotus Badges. The image that you have up shows a guy to the right of them, wearing the same badge (the only difference is that his is turned around so you see the back of it).
(compare badges here if you want: http://i.dailymail.co.uk/i/pix/2008/07/02/article-0-01D0F0D100000578-945_468x286.jpg)

However, it is still for Lotus and that's blaringly obvious when you see the website facelesspeople.com since the Lotus logo is smack middle on that page - but not just any old Lotus, rather the Eagle Project that is due to be seen for the first time at this year's London Motor Show - The projected date on the website facelesspeople.com: July 22, 2008 coincides the day before the London Motor Show. It's a promotion for the official debut of the Lotus Eagle at the 2008 London Motor Show.

Also wrote about it here; http://commercial-archive.com/node/144371 there are some sneak peeks of the car in the comments.

Anonymous said...

I wonder how difficult it would be to make your own version of the faceless person mask and show up at major events doing things that counter the Lotus marketing message, like wearing a hat with a Ford logo or just generally making an ass of one's self?

Nick Burcher said...

@ dabitch - Tack så mycket för din kommentar. Interesting to see your post (and YouTube links) at http://commercial-archive.com/node/144371

@ anonymous - Interesting idea. I don't know how popular you would be but I guess if you run a campaign like this in the public domain then there's nothing to stop it being hijacked?

Art Klick said...

That's a great idea - I am addicted to learning and thinking about viral/guerrilla campaigns for my new art website www.artklick.co.nz

I have an idea to make $1 mill in a couple of months Keep an eye on www.artklick.com for the release and check the tab Events for more ideas like The Free Art Project and Art on Snow Day - and Robot Artist Recruiters :)

We <3 New Zealand Art !

Anonymous said...

I’m such a geek. The first thing I thought of was 'the Question'. (a DC superhero.)

milliondollarleg said...

Hey guys, this is my viral marketing stunt... permanant advertising on my leg for life... with art instead of logo's!

Let me know what you think - dedication to the cause or crazy?

http://jamesstewart.co.nz/2008/07/17/half-of-first-tattoo-for-sale-on-zillionconz-and-half-on-ebaycom/

James

Torben said...

Interesting concept, but far from sophisticated masks...

docsharp01 said...

Faceless people? OMG! What a horror to look at.
http://www.ipod-repair-guide.com

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