We were too busy being kinda bored by the last few seasons of The Office to notice that Dunder Mifflin had become a real-life brand back in 2011 (OK, it was a Quill.com product line, but still). This makes sense–once a fictional brand gets stuck in the public’s imagination, the next logical step is to make it a reality, right?
The company expanded its offerings in November, and this week brings news that Dunder Mifflin, in a brilliant PR move, plans to run a spot during the Super Bowl–and to create it via crowdsourcing.
Here’s the deal: fans of the show and/or brand must shoot, edit and pitch videos featuring the product line and one or more of its marketing messages and submit them to crowdsourcing site Tongal. Producers of The Office will view all the finalists and choose a winner, who will receive a $15,000 prize and the personal satisfaction of viewing his or her own spot during the Super Bowl. (We would mention that the ad will only run in the Scranton, Pennsylvania market, but that might kill the fun).
It’s a clever campaign–like we said, it made us aware of the brand for the first time, and we have a feeling the company will continue to promote the winning video well after the end of the fourth quarter.
By the way, we’re still waiting for someone to make George Costanza’s Vandelay Industries a reality. Get on it, people!