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PR stunt or a new announcement designed to get a lot of people to talk about what you've done.
Drillteam kicks off New York magazine's second annual NYxNY series of events. The series, conceived and organized by Drillteam to help drive subscriptions amongst younger New Yorkers, kicked off Wednesday, May 21, with an "Indie Rock Trivia" night. Featuring up and coming bands and activities ranging from trivia to barbecues, is part of the lifestyle magazine's ongoing effort to engage...
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GOAL Anheuser-Busch Recycling wanted to increase the amount of recyclable materials -- particularly aluminum -- in the curbside recycling program and decrease materials that end up in landfills. Recycled aluminum is generally less expensive than purchasing new aluminum for cans and aluminum bottles. STRATEGY To develop a comprehensive Word-of-Mouth (WOM) marketing plan to help the company decrease materials that go...
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Background: A favorite product in Canada for industrial and commercial uses since 1958, Jig-A-Loo launched to the Canadian retail sector a decade ago. In the Spring of 2007, Jig-A-Loo made its debut in the US. Challenge: Fanscape was approached by agencies Horizon and Taxi to deliver a creative and integrated online word-of-mouth marketing campaign designed to reach potential consumers and...
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Challenge: How do you deliver credit education to consumers during the holiday season when spending is at an all-time high? Position: Money Management International, a nonprofit financial education organization, assumed that consumers would be looking for cost-saving resources and strategies. Our take was that, if done correctly, regifting may be a suitable alternative to purchasing holiday gifts. In addition, regifting...
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Kaplan Publishing hired Rose Communications to promote its big winter title: Campus CEO: The Student Entrepreneur's Guide to Launching a Multimillion Dollar Business. The book, by Randal Pinkett -- winner of NBC's The Apprentice, an academic superstar, and CEO of a multimillion dollar business -- empowers students to create and grow their ventures. Fresh Perspective Google. Yahoo! YouTube. Facebook. The...
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Carlo Rossi's iconic wine jug has been a staple on American shopping lists for decades. However, with its core consumer base growing older and the proliferation of new wine brands, the large-format wine category struggled to hold its ground at retail. Carlo Rossi needed a radical refresh to stay relevant. We needed to expand the market to a younger, more...
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The Challenge: Nike's Retail Brand Marketing division and their partner Dick's Sporting Goods wanted to own Major League Baseball's All Star Game weekend with a call that rallied the city of Pittsburgh and positioned both companies at the heart of baseball culture. That was a tall order given the hype and media frenzy surrounding the event. To stand out, our...
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Bob Lee, a 65-year-old cancer survivor, is riding his bicycle 6,500 miles across America in A Ride for Three Reasons. 100% of all donations will go to three charities: American Cancer Society, Les Turner ALS Foundation and National Hospice Foundation. Quicken Loans is the main sponsor of A Ride for Three Reasons and we have created a new website and...
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The Cleveland Cavaliers, a sister company of Quicken Loans, commissioned a professional Etch-A-Sketch illustration of LeBron James from Etch-A-Sketch artist George Vlosich. Vlosich video taped the entire five-hour process. From that source video, they created a five-and-a-half-minute video with prominent Quicken Loans/Cavaliers imagery and uploaded it to YouTube. The Quicken Loans Marketing team stepped in to promote the video and...
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Situation: Manning, Selvage & Lee Digital was brought in to promote an online sweepstakes from Bounty called the "One Sheet Challenge," that invited consumers to submit an original essay explaining how they use one sheet of Bounty to clean tough messes. The grand prize was a $30,000 kitchen makeover. MS&L Digital began work on the project five weeks before the...
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What is holiday cheer? According to Starbucks, it's a random stranger holding the door open for you because you have a bunch of packages. It's taking your kids out because you know your partner needs a rest. Starbucks wanted to use cheer as the concept behind their 2006 holiday PR campaign, and the program developed needed to encourage customer participation...
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Problem: To introduce a new site, Windows Live Expo, whose value stemmed from user participation, Microsoft needed a unique approach to rapidly drive widespread awareness and usage on college campuses. Not an easy task when you're a social listing site competing against Craigslist and a multitude of new social classified and networking sites. Solution: To create the buzz essential for...
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Challenge To fend off increased competition from mainstream consumer brands entering the natural food category, Kettle Foods invested in a PR program to increase brand awareness and drive product trial in support of its national sales push. Solution By leveraging the cult following of the brand, Maxwell PR created the annual People's Choice campaign, inviting fans of Kettle brand Potato...
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PROBLEM Pabst Blue Ribbon had suffered from years of continuous sales declines and wanted to reverse this trend. SOLUTIONS * Tap into pre-launch WOM about the brand to understand how the brand was currently being perceived in the marketplace * Redefine the brand using the learnings garnered from listening to marketplace WOM * Create a program to turn brand learnings...
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The Canary Project is an effort by photographer Susannah Sayler and a team of researchers, writers, and designers to gather images of global warming and display those images in ways that bring them to the attention of the widest possible audience. The objective of the campaign was to bring to the attention of as many people as possible The Canary...
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Program Summary: The 1919 sale of The Coca-Cola Company included the beverage formula. Imposters and con artists sold numerous fake formulas purported to be the Real Thing. As new owner, Robert Woodruff decided to acknowledge the public fascination about the formula. He hired Pinkerton Guards to transport the formula from New York (where it was serving as collateral for a...
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