Quicken and Warren Buffett put an audacious prize out there. The fact that it is almost totally unlikely to be won makes it all the more brilliant. He is offering $1 Billion for a perfect March Madness bracket.
A perfect example of creating buzz, viral media, massive following, whatever jargon you care to use. The trick: it’s not the $1 Billion prize – that is not the rub – it is likely insured for far less than the actual prize. The real answer: a company with the juice to put something out there that is not simply copying what someone else has done. No, win two tickets to the next Super Bowl is not likely to garner ESPN’s attention… or develop viral action.
You gotta go big, bold and unusual. Which is why creativity is still a fundamental keystone of great marketing.