How to be Abducted by Aliens
The truth isn’t out there, it’s in How To Be Abducted by Aliens – a guide for all alien abductee hopefuls (although with no guarantee of results).
Behind the How To Be Abducted By Aliens fanzine was an ambitious, big-budget Grolsch ad that the brand felt could engage people’s imaginations, if given a little extra editorial push.
Our job was to provide that push. We found that by taking the UFO community seriously, we uncovered original, “factual” material that would engage journalists and consumers. Working with journalists, UFO-spotters and sci-fi writers, we set up a faux pro-abduction movement complete with fanzine and website.
Endorsed by an ex-Ministry of Defence civil servant who had spent years investigating alien sightings, How To Be Abducted by Aliens included the top 40 UK hotspots for abduction and a list of ‘most wanted’ celebrity abductees. Discreetly distributed at stations, bus stops and bars, it was also complemented by a website offering a viral custom abduction service, as well as a webcam designed to monitor a ‘live abduction’.
The campaign amassed coverage in titles such as The Times and Metro, was aired on TV programmes like GMTV and was discusses on over 30 regional radio stations. It reached 36.4 million people and was responsible for 6% of the brand recall achieved by the campaign. It was also a finalist for Best Viral Campaign at the Revolution Awards, and for Best Consumer Marketing Campaign at the Marketing Design Awards.