Barkley launched a book on Amazon Prime Day not by discounting it, but by selling it for a million dollars. Why a million? To illustrate the value of the answers to this million-dollar question: What should a brand do in a world with no paid advertising?
The Media Advantage is authored by Barkley Chief Engagement Officer Jim Elms, who formerly led the Amazon media business for IPG and was also global media agency lead for the first Amazon Prime Day. Not only is the million-dollar-book stained by his coffee cup and whisky glass, but it shows marketers how to navigate “a world gone dark”—that is, a media environment where consumers have many ways to avoid seeing your message, your TV :30, your banners and pre-roll, and all the sinkholes advertisers still pour money into.
The product videos and customer reviews lean into the fun. The product video features the dog-eared book perched on a marble pedestal behind a velvet rope, while an offscreen voice explains why it’s the most valuable paperback on the market just before the security laser beam grid turns on. In a customer review, J. Howard writes, “You’ll get all or most of it even if you settle for the $17.95 copy instead of ordering the fully autographed, stained, super-inspired, million-dollar bookdoggle. On the national holiday for discounts, he jacks up the price of his book by $999,982.05?”
For those looking to get a copy of the book at a cost more within their price range, a pristine new version of the book is also available on Amazon for $17.95.
Integrated advertisement created by Barkley, United States for Barkley, within the category: Agency Self-Promo.
Chief Creative Officer: Katy Hornaday
Chief Engagement Officer: Jim Elms
Chief Growth Officer: Jason Parks
Creative Director: Doug Hentges
Content Director: Jen Mazi
Senior Copywriter: Jim Howard
Director: Dustin Schirer
Senior Producer: Damon Vinyard
Senior Project Manager: Logan Grieder
Producer: Fiona Martin
Production Resource Manager: Adrienne Soucie
Marketing Director: Michael Levine
SVP, Group Creative Director: Matt Mills
VP, Fuel and Social Media: Theresa Myrill
VP, Channel Planning: Amy Do
Associate Creative Director: Eileen Hogan
Senior Social Media Manager: Erin Brown
Social Media Manager, Fuel: Donette
Designer: William Sandiford