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Posts Tagged ‘Scott King’

Young & Laramore Launches ‘The Keyless Era’ for Schlage

Indianapolis-based agency Young & Laramore has launched a new social campaign for Schlage today, entitled “The Keyless Era.”

The campaign debuted yesterday with a teaser (video above), promoting the company’s keyless electronic locks. Young & Laramore will roll out the rest of the campaign on October 1st, with a product launch video and eight pieces of video content exclusive to Schlage’s social media channels. The videos take a humorous approach, employing improvisational comedy captured over the course of one day, exploring themes like what people will lose in a “Keyless Era” and how mayors will have to award something other than “the keys to the city.” We’ve included a couple of these social videos (along with credits) after the jump. Read more

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Case Study Time: Y&L Challenges Seattle Locals to Find Magic Key

While we’re on the Seattle tip, over a month ago, a local resident and “improv performer” named Joshua Paul Downs played the part of guinea pig in a digital/physical scavenger hunt for Ingersoll Rand lock brand Schlage that was based in his hometown. Indianapolis shop Y&L was behind the campaign, which involved locking Downs in a 174 sq. ft. house located in downtown Seattle’s Westlake Center Plaza and throwing away the key in a sense.

What ensued was a week-long effort in late June in which Seattle-ites (?) were asked to participate in the scavenger hunt to find the “Schlage Key” and reach Downs. What was the upside of capturing the Schlage so to speak and unlocking the door to our protagonist’s humble abode? Well, he had $5,000 ready for the first person who did. A web hub and Downs’s tweets provided clues to participants, who were then sent to “strong” locations spanning 10 miles in the area that included everything from a Home Depot display to a Starbucks. It’s like the Willy Wonka/Saw mashup we’ve never dreamed of, but we can’t hate too much on a good scavenger hunt. Let the video above basically explain things. Peep credits after the jump.

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