Eristoff Vodka created buzz with a series of virals seemingly reporting a pack of escaped wolves roaming London, in a campaign through Us London and pd3.
In the first week of November, the brand launched a website for the fictional Georgian Dakov circus (an anagram of vodka) appeared, promoting its 'Circus Freak Out' event in East London, as well as listings in Time Out and London blogs. An announcement on the site alluded to the 'Wolves of Vale' act being postponed due to 'unforeseen circumstances'.
Fake videos were then seeded across sharing sites and social networks, purporting to show sightings of wolves across South and East London, with supporting Twitter activity. In the last phase of the campaign a Dakov-branded van was taken around South and East London after dark, with eerie howls, growls and bangs emanating from within. Circus posters appeared in the same areas, and online activity made connections between the 'Wolf' videos and the Dakov Circus van and site. The campaign garnered 200,000 video views in two weeks and as well as online debate.