How Ad Agency ‘Mistress Creative’ Uses Social Media

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Hot Wheels Double Loop Dare

If Don Draper worked in today’s world, he would have an account on Instagram… and on Vine, Whisper, Snapchat and any other social media platform that dominates the attention of young people — the world’s future consumers.

The best advertisers don’t get sentimental about the tactile experience of the printed page or the delicate scratch of the record player’s needle.

If people spend their time listening to the radio or driving past billboards, advertisers will spend their money there.

If people spend their time searching the Internet, scanning their Facebook feeds, or watching KingBach’s latest six-second video on Vine, advertisers are sure to follow.

The job of an ad agency is to get a brand’s message in front of consumers — and consumers are spending a lot of time on social media these days.

One ad agency capitalizing on young people’s addiction to their smartphones is Mistress Creative, which makes social media the cornerstone of many of their marketing campaigns. Below are three examples.


Promote the launch of TNT’s “Legends,” a psychological drama about an undercover FBI agent with several identities.


Mistress Creative identified 15 social media infuencers whose followers fit the demographic of TNT’s target audience for “Legends.”

The creative team used personal information and doctored photos from the influencers’ accounts and inserted them into fake news stories, police reports and passports.

The documents were inserted into plain manila envelopes and dropped off at the influencers’ homes.

“The pressure was on us to make something that was interesting and compelling enough that they would take that (material) and share it,” Mistress strategy partner Christian Jacobsen said.

While the influencers knew they were being targeted by TNT’s marketers, they were impressed enough to share the contents of these mysterious folders with their fans.

Mistress followed up with a second package that included a flash drive with a grainy video of a man with a message. After watching the video, the influencers were told to destroy the flash drive and rendez-vous at a secret location.

The secret location turned out to be the premiere of Legends, where the influencers snapped more photos with the man from the video — Legends star Sean Bean — and were paid to share them with their followers.

Mistress said the online campaign reached 19.2 million people.


Promote the launch of VH1’s “Dating Naked,” a reality show where participants go on dates in the buff.


Mistress Creative staged a naked flash mob in downtown Los Angeles where four couples tore off their clothes and started dancing to jazzy swing music.

At the end of the video, edited to look like it was shot in one take, the tag line reads

“Romance. With no pants. This is Dating Naked.”

Releasing the video on a National Nude Day created an excuse for people to share the video with their friends.

The casting — which included an interracial couple, a gay couple, an overweight couple and an elderly couple — was also carefully engineered to get a reaction on social media and the news.

“A lot of work went into understanding how we were going to get growth from that film,” said Mistress creative director Damien Eley. “It wasn’t just an opportunity to have naked people in the street, which is obviously not a bad place to start.”


Hot Wheels For Real


The agency worked with a stunt car maker to create life-size Hot Wheels vehicles that performed record-breaking stunts at live sporting events.

The first was a 332-foot long jump at the 100th Indianapolis 500 in 2011.

The second involved inverting two race cars on a Double Loop Dare at the 2012 X Games in Los Angeles.

The agency also worked with Mattel’s creative team to create an 11-episode web series about a secret Hot Wheels Test Facility.

All the videos were posted on YouTube and promoted on social media, receiving tens of millions of views.