After weeks of endless teasing, Daft Punk have finally released the entirety of their new album Random Access Memories on iTunes. The French duo who have not allowed their faces to be photographed since 1996, continue to cause mass hysteria even when they pre-launch their album on top of The Shard and aren’t even there.
Their secrecy causes curiosity that attracts new listeners whilst keeping their fans loyal and intrigued.
The allure of mystery is arguably a key component of any successful marketing campaign today. Take Topshop’s hugely successful #whosthatgirl Christmas campaign which eventually revealed Kate Bosworth singing Winter Wonderland – interactive, addictive and highly social. Terry Richardson’s new campaign for Valentino, where un-identifed tattoed hands clasp new accessories, allows the viewer to vicariously indulge in a fashion fantasy.
When every aspect of human life is over-accessible, brands should play on their ability to manipulate accessibility into a game of mystery.
Mystery creates wonder and wonder is the basis of man’s desire to understand.
Neil Armstrong once said, and to understand means to explore- to an online start up or brand that means traffic, page views and hopefully conversions. Or If you just want to know How to Be a Mysterious Girl you can CLICK HERE
A Mysterious Weekend: At the Feria de Jerez with Greta Bellamacina and Juan Pepa
Shop Jewellery with a touch of Mystery
* Regiment of Dreamers Necklace*** Ship in a Bottle Necklace ***Classic Love Loop Ring *
