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Fake Stories Launch Real Products

Flying Penguins Launch BBC iPlayer

— April 1, 2008 — Pop Culture
Ah, April Fool's. The one day that your friends can legitimately bray with laughter as you scurry to the dictionary to verify their assertion that the word 'gullible' isn't in there.

A breathy Terry Jones (he of Monty Python fame) takes on David Attenborough's mantle, walking amongst and marveling at a newly discovered colony of flying penguins. That's right flying penguins, and penguins that fly south to the rainforest in winter no less. Yup, apparently that stultifyingly dull biology 'teacher' that bored you into biological ignorance was wrong.

In reality the spot, to launch the BBC's DVR-killing iPlayer, is all about smart new media use matched to top creative: it's a high production value, wonderfully shot pastiche of the wildly successful Planet Earth phenomenon for which the Beeb is rightly famous, using clever creative that the BBC could only launch on April Fool's. Make it clever, make it relevant, make it funny and make it timely and they will watch.

Trend Themes
1. Fake Stories as Marketing - Disruptive innovation opportunities include using fake stories and April Fool's Day as a marketing strategy to attract attention and engage audiences.
2. Smart New Media - Disruptive innovation opportunities lie in utilizing smart new media strategies to create high-production value content that captures viewers' attention.
3. Top Creative Advertising - Disruptive innovation opportunities can be found in developing top creative advertising campaigns that utilize humor and timeliness to effectively reach target audiences.
Industry Implications
1. Media and Entertainment - Disruptive innovation opportunities exist within the media and entertainment industry to leverage fake stories and creative advertising for effective brand promotion.
2. Marketing and Advertising - Disruptive innovation opportunities in the marketing and advertising industry include using smart new media strategies and timely, humorous campaigns to engage and attract customers.
3. Technology and Gadgets - Disruptive innovation opportunities exist within the technology and gadgets industry to develop new products and services, such as the BBC's DVR-killing iPlayer, that utilize creative marketing strategies.
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