Remember the mystery of the black sheep on Woodhouse Moor I reported on a couple of weeks ago?
Commenters speculated it was anything from the launch of a pomegranate juice drink to something to do with Black Sheep beer or even an infamous sheep-related Gothic club (or two!).
Well, yesterday - 10/10/10 at 10pm - the secret of the three-week 'what the flock' viral campaign was revealed as promised.
And it turned out to be ... the launch of a new health campaign seeking to change students' use of substances. Full details over at whattheflock.co.uk.
In the past weeks more than 11,200 students visited the website to speculate over what the campaign could be about, with 3,500 visiting yesterday as 'what the flock' revealed itself as a substance use campaign.
Becky Edlin, of Magpie Comms which devised the viral campaign, said:
"Students are subject to multiple marketing messages. Therefore the placement and media used to promote 'what the flock' had to stand out, be witty and a little strange. Advertising methods included sheep on sticks appearing in various locations, flash mobs, ink stamps, clean graffiti, sound sensors, viral videos, a 'human banner' and a 5m inflatable sheep, amongst other things."
The campaign captured the imagination of large numbers of Leeds students, who joined the Facebook fan page, wrote blogs and generally talked about what they had seen.
What do you think? Have your say in the comments section below.
