Yesterday I solved the teaser mystery of Man Cans. I found out because my mate showed me the new Solo cans and then it just clicked. This is a great example of social currency. Social Currency is giving the consumer something to be able to talk about, some valuable information.
There is also a raging forum debate going over at Whirlpool where they are trying to crack the mystery as well. This has hints of the communities formed around Alternate Reality Games as well.
On the whole I love this idea of launching the product before the general population makes the official connection with the Man Cans Campaign. They are giving the consumer the chance to solve the teaser before they launch. This is the best example of Australian Transmedia Planning that I have seen. To read more on this planning read what Faris, FOI and Influx have to say about it.
The agency behind this gem is The Furnace, I think they have got a Cannes winner on their hands.
The Furnace is also behind the winner of the 2007 AFA Effectiveness Awards Skins Campaign. However it appears that Skins may be in hot water with a legal suit arising over misleading claims that they don't sponsor elite athletes. Read the full story here.
Here is the winning campaign TVC
And click here to see the new campaign
Here is my previous post on Man Cans