“That’s Revolting!” microsite, starring Florence Henderson
Agion, a maker of antimicrobial coatings used on cell phones, doorknobs, and other things you don’t want to touch if they’re covered with revolting germs, came to Captains to spread the word about their brand. We figured moms would want to know about Agion. So we cast America’s favorite TV mom, Florence Henderson, in “That’s Revolting!” The microsite features a series of truly revolting videos, with an interactive game that lets you try to spot the germs before anyone gets violently ill. Shot in Los Angeles on the original Brady Bunch set (not a replica, the real set that had been in storage since the 1970’s), “That’s Revolting!” helped Agion land licensing deals with larger partners to incorporate antimicrobial technology onto new products. The microsite also helped Agion get noticed in the press.
A reporter for the Wall Street Journal found “That’s Revolting!” through Google when hunting for antimicrobial products, and subsequently featured Agion in their weekend edition, delivering over 2 million impressions at no cost, and without any assistance from a PR firm. This is another example of how Captains of Industry’s web content improves search engine visibility organically. Good content is the core of a successful inbound marketing strategy.