Mystery brand ‘The Foundation’ will launch in Covent Garden on February 15th, backed by a social media campaign.
What, who or exactly where The Foundation will be has not been released, instead the brand is crowd sourcing video content by way of a film trailer competition to promote the brand via Twitter, Facebook and YouTube.
The competition invites people to submit their own interpretation of what The Foundation might be.
Early entries to the video competition have embraced the spirit of the mystery with the current most voted for entry captioning his film with; “In a dystopian near-future, our hero seeks to uncover the secrets behind the mysterious Foundation.”
A spokesperson for The Foundation said: “The Foundation is all about freedom, enjoyment and chilling out in the West End so we thought what better way to celebrate our arrival than to let people have some fun and create their own view of The Foundation”.
The competition is open until January 31st when the most ‘liked’ entries will go through to a shortlist for judging by a panel of film industry experts at The London Film School’s private screening rooms.
Along with the kudos, contacts and publicity, the winner pockets £1000 in cash.
The winning film trailer will be announced and The Foundation ‘revealed’ somewhere in Covent Garden on February 15th.
The online PR campaign was devised by Furlong PR.
The competition site can be found here: http://www.foundation-wc2.co.uk/