The wait is over, Oklahoma City. Just this morning, the shroud of mystery surrounding 5320 was lifted.
For the last few weeks, while you've been wondering, "Who is 5320?", "What is 5320?" and "Why is 5320 bastardizing the English language's most clichéd adages and turning them into a buzz-building radio campaign?", we've been biting our tongues.
This mystery that's kept OKC guessing for weeks on end, yeah, we uncovered it a month ago at a Burger King on Meridian Ave. Our whistleblower? The Burger King manager.
So, 5320 is the number of lives that could be saved in Oklahoma each year if the state paid more attention to being healthy. Which makes us wonder if we're the only ones who find it odd that the initial 5320 teaser message was delivered to us via fastfood food tray.
But there it is, the big secret behind 5320. Oh how we've wanted to jump in on this for a while and give it our piece of mind (like the fact that they relentlessly asked the question "What is 5320?" but didn't even bother to shore up whatis5320.com), but we held off. Mostly because we've been really busy, but also because we think health initiatives are really important and didn't want to crap on that.
Now that the cat's out of the bag, though, it's fair game. So here's what we think:
One - Why didn't they buy WhatIs5320.com? We almost did just to hijack the campaign, but decided to play nice.
Two - The recently-retired splash site S.U.C.K.E.D. Especially for mobile devices and social media integration.
Three - There is no extendibility of the now retired 5320 campaign into the new/current Shape Your Future campaign = massive statewide presence lost.
Four - ShapeYourFutureOK.com just isn't what it should be. Graphically or social media-ly.
All in all, VI did a good job of building buzz. But in our opinions, the juice just wasn't worth the squeeze.