Fooling around with penguins
02nd Apr 2008
By Steve Eltringham
Pigs might fly! Why not? Penguins can. It's true - after days of filming, the BBC caught on camera the amazing sight of a previously undiscovered breed of flying penguin. What a great opportunity for the Beeb to use this miraculous footage to promote its 'Miracles of Evolution' natural history series on BBC Breakfast. It certainly grabbed my attention.
But here's the rub. This beautifully produced piece of film was shown on our screens just a handful of times and on just one day only. And that's the clever bit because of course penguins can't fly, and 'Miracles of Evolution' won't be on your TV anytime soon.
Instead, the BBC has executed a slick stunt to promote its iPlayer service. 'Flying Penguins' became an instant talking point, with word spread not only via BBC Breakfast but well placed splashes in the Daily Telegraph and The Mirror, and of course via everyone's favourite 'new' marketing tool, word of mouth. And all roads lead to the iPlayer site, where not only can you view the original film, but also a short behind the scenes documentary.
It's a thoroughly modern play on the great tradition of sophisticated April Fools pranks from the BBC, with authentically high production values that had me fished in, even if only for a few seconds (honest guv). The iPlayer end line 'making the unmissable unmissable' has never been more appropriate.
So, what a great idea, what a great use of media and what a great big April Fool.
Steve Eltringham is Creative Director at WAA
