Marketing

Century 21 finds the Easter Bunny, hopes you’ll help spread the word

Franchisor continues 2014 multimedia ad blitz with tongue-in-cheek YouTube video

Century 21 Real Estate LLC is hoping that its latest "real-time" marketing video featuring amateur-looking footage of the Easter Bunny laying eggs will go viral.The Realogy-owned brand runs massive marketing campaigns that include TV ads during huge events like the Olympic Games and the Super Bowl, but last fall it began producing videos, like the Easter Bunny one, around holidays and news events that it hopes would get the brand out to the masses in a different way.Century 21's latest real-time marketing video features the Easter Bunny."These videos help us capitalize on items in discussion in the news and pop culture," Century 21 Chief Marketing Officer Bev Thorne told Inman News. "It brings us into the conversation."The 18-second Easter video has a realistic vibe -- a shaky hand-held camera pans across the ground as its excited user dashes across a yard to get a close-up of the elusive bunny-- but those elements are intentional. It was professionally produced by...

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