Seattle-based Creature and the Sherry Council of America have undertaken a countrywide tour to recruit members to the “Secret Sherry Society.” The campaign includes print, online, and guerrilla advertising; to get the word out in each city, messages were hidden in alt weeklies, local newspapers and online and as wild postings of the society’s invisible members. On the eve of each party, subliminal messages were projected onto outdoor walls, which included a map and address to the location and the entrance to each party was marked by an elaborate flashing marquee, a silent guard with a censor bar and a black carpet. Inside, partygoers communicated directly to the society headquarters through an interactive shoe phone that not only initiated them into the society, but also suggested drinks. So far, the secret cocktail party stops have included Boston, New Orleans, Washington, DC and Seattle. The rest are, of course, secret.
// From our friends at Communication Arts