Jackass No.2 is the sequel to Jackass: The Movie. Based on the popular TV show Jackass, Jackass No.2 features all the original cast from the small screen and follows them as they perform various dangerous, crude and self-injuring stunts and pranks for the amusement of viewers.
Hotcow were challenged with creating an exciting, engaging guerrilla activity that would complement the existing TV and print campaign to boost Jackass 2’s appeal to young males.
With a TV and print campaign already in place, we could exploit the medium of experience while integrating it with radio.
The “Jackass culture” was particularly popular among young men so we would target this demographic through experiences and entertainment.
What we did
We designed and activated a two-pronged guerilla activity that involved ‘crashing’ local radio stations and deploying street teams.
We ‘crashed’ five local radio stations, presented the DJ’s with their own special Jackass awards and spent 2 hours on air creating buzz around the film and hosting live phone-ins and giveaways.
At the same time, street teams were deployed in to the local area to perform Jackass-style stunts and interact with the general public and give them the opportunity to win some great prizes. The teams ran interactive competitions such as the bouncing space hopper challenge and staged dares such as wearing Jackass Stickers on people’s foreheads.
So, what happened..?
- Radio awareness 350,000 listeners.
- All radio awareness came in the form of editorial, as opposed the advert breaks.
- Street awareness 420,000 people reached.
- Over 10,000 leaflets distributed.
- Jackass 2 went on to open strongly at the box office in all 5 targeted cities.