The Los Angeles Times sold its soul to the Mad Hatter early this month for a reported pittance of $300,000. Subscribers awoke to find Johnny Depp had been burned into the front page:
The Times continues to meander down the path of confusion in dealing with new media. Journalists throughout the Southland belted out a collective, “OH NO!” as they tried in vain to read the fake stories obliterated by the Mad Hatter’s red hair, only to realize that Johnny was a cover-wrap advertisement and that the real front page was underneath. Traditionalists felt the Times had “sold its identity.”
Times management and some ad execs thought the stunt was cool.
“The Times is thrilled to work with Disney to create a truly exceptional and distinctive way in which to let L.A. know ‘Alice in Wonderland’ is now in theatres,” said John T. O’Loughlin, Executive Vice President, Advertising and Chief Revenue Office. “We knew this was an unusual opportunity to stretch traditional boundaries and deliver an innovative ad unit designed to create buzz and further extend the film’s brilliant marketing campaign.”
All the Times did was to further dilute the value of their advertising space by telling their clients, “If you’re not taking over the front page with your ads, don’t bother . . .” Gee Mr. O’Loughlin, why not do this on the web where you could have had a chance of it looking 3-D?!
If you don’t know where you are going, any road will get you there.”
— Lewis Carroll
So cool! I think this was a great advertising/marketing move by Disney (even though Alice has dominated the box office the last several weeks)…I wonder how much it cost and whether it will make any significant impact. And honestly, who DOESN’T want to see Johnny Depp, even if he’s as mad as a hatter?