The Pointless Collective is a troop of superhero characters that was conceived for the European campaign for Trident Senses. One of the games requires users to adopt a real chicken and when it lays eggs they receive paint balls that they can fire from the computer. This firing occurs in real-time and from their computer.
The Pointless Collective is a really innovative attempt to bring consumers into the process of creation to collaborate on an innovate campaign. Get lost and have fun on the pointless fun website.
Implications - Youth consumers have learned to tune out traditional advertising. New creative initiatives are needed that engage this demographic; the focus should promote the brand and not a particular product. Companies should use this Trident campaign as a template for their future marketing strategies.