The pull of something being ‘limited edition’ is a route that’s been explored by almost every well known brand. People swarm on short-time products that offer an unusual flavour, colour or even just a different type of packaging. When you think about it it’s a really odd way of appealing to people, why is it that we want to find a taste we enjoy only for it to leave our shelves after a few weeks?
There are a few different reasons this method works, firstly by adding time pressure you’re far more likely to encourage an ‘impulse buy.’ Then, you’re adding in the incentive of being the first to try something, the consumer becomes special, one of a ‘select few.’ Finally you tempt the buyer that your product will become a collectable item (although this incentive is most applicable to the limited edition bottle designs or non-consumable examples.)
Many brands exploit our inquisitive natures and use a limited edition sample to test how viable the product is. If it’s a success they then go on to release the same product later in the year, normally with people celebrating the return of an item they missed rather than by calling them out on the broken ‘limited edition’ promise.
However, one thing I’ve never seen before is limited edition advertising – Or, perhaps more intriguingly, a limited edition ‘viral.’ Now that’s a complete contradiction in terms but it seems that’s exactly what Clemenger BBDO Melbourne have attempted with this video for Cascade First Harvest. They’ve created a video that can only be seen 5000 times, for an experimental beer that they’ve only made 5000 cases of. It’s a very risky strategy but I think it’s a really interesting idea.
There are only 130 views left, click here to be one of them.
(I would have liked to insert the video there but I’m having a few technological difficulties – sorry!)