What's the problemCheap Rosetta Stone Portuguese
with successful television programming today? "South Park" creator Matt Stone says: "If I'm overseas and have to get an episode right away, you have to go to an illegal download site." Comedy Central parent Viacom is much slower to the draw than fans in uploading clips of the show. It's an irony that a cartoon series that started out as a viral phenomenon before almost any existed has had its presence reduced by the parent company. It's also why an interactive distribution plan was made part of a new four-year contract for Cheap Rosetta Stone
Stone and co-founder Trey Parker, signed last Friday, and believed to be worth some $75 million. "South Park"-related material will now be spread across the Web, mobile platforms, even video games. It will also be more accessible to its fans, as a new incubator called SouthParkStudios.com has been created to encourage the development of "South Park" applications, new series and spec screenplays. Stone and Cheap Rosetta Stone Spanish
Parker will split ad revenues 50-50 with Viacom.
2011年4月13日星期三
MediaPost Publications The Future Of Media: We've Been Here Before
History is full of tales of disruptive technologies, material shortages and the innovations they inspired. Most of these stories had happy endings, with technological change yielding remarkable benefits toRosetta Stone
humanity. But the current trajectory of print media, which seems to be hurtling toward a catastrophic ending, has dire implications for Western democracies. To set the stage for examining the sorry state of print media today, let's look at the consequences of shortages and technological revolutions over the centuries.We'll start with a story with a happy ending. In the 17th century, the British used so much wood for extracting iron from ores, heating homes and building ships that there was a shortage in England, a "timber famine." This wood shortage set in motion an extraordinary chain reaction. First it spurred the use of coal. But many coal deposits were found deep underground, where flooding occurred, leading to the invention of steam engines to pump out the mines. Subsequent innovators improved the efficiency of steam engines, which provided the power for the Industrial Revolution, making goods more plentiful and, in the 19th century, driving the development of railroads. All this resulted from a shortage of wood.But innovation doesn't always mean that things get better immediately, and sometimes they get worse for long periods of time. Consider the transition from bronze to iron tools and weapons in the early 12th century BC. This major technological breakthrough was driven by a period of chaos some call the ancient Dark Ages. As MediterraneanLearn Arabic
civilizations came under attack by the mysterious Sea Peoples, the long-distance trade routes supplying tin for making bronze collapsed. This forced smiths to learn to process minerals to extract iron. Thanks to their discoveries, the price of iron fell by a factor of 80,000. In the long run, iron tools and weapons were far superior to those from bronze, allowing the clearing of forests and settlement of northern Europe. But this was clearly a long, painful period for Mediterranean civilizations: The situation became so desperate that sacred bronze artifacts were melted down to make weapons. On that note, let's return to the present day. The Internet was made possible by innovations over the past 50 years based on two materials: silicon for computer technology, and glass in the form of fibers for linking computers. In 1957, Robert Noyce realized it might be possible to form an entire electronic circuit, including transistors, resistors and capacitors, on the same silicon chip (he went on to help found Intel). In 1958, Texas Instrument's Jack Kilby became the first engineer to build an integrated circuit on a chip - the basis of today's personal computers. Then, in 1970, three Corning scientists produced the first high-purity glass fibers that allowed the transmission of light over long distances, opening the era of fiber-optic communication. Used initially to replace copper telephone lines, these optical waveguides now carry a vast amount of information along the Internet. The intensity losses are so small that it is possible to transmit a signal over tens of miles before having to boost it using an amplifier. Today, 4 ounces of optical fiber carry more information than 33 tons of copper wire. Put another way, the information previously carried by multiple copper wires in an array more than 10 feet across can now be transmitted along a single optical fiber. In the late 1990s, 40 million kilometers of optical fiber were laid across the world annually. The current copper shortage is helping drive replacement by fiber optics, allowing copper cables to be recycled (since 2004, the metal's price has more than quadrupled, from under $1 per pound to more than $4 today, and theft is a growing problem).Clearly, fiber optics are on the way up. But the same can't be said of the print media they're impacting. The growing use of fiber optics means more and more people can access news over the Internet. In addition, print newspapers are getting squeezed by the rising prices of paper and ink, which have become Learn Chinese
relatively scarce compared to the mid-20th century. And they may ultimately be stifled by another material shortage, as the skyrocketing price of oil makes any product delivered via gas-powered vehicles more expensive. Current forecasts from the U.S. government say the average price of oil could be $132.75 in 2009. Looking further ahead, trends suggest total world consumption will rise from 32.1 billion barrels in 2007 to 42 billion barrels in 2025, a 31 percent increase. Already, the high price of oil is forcing newspapers and magazines to raise newsstand and delivery prices, and it's also cutting retail traffic, meaning fewer sales overall.Thanks to innovations in the past 50 years, information is distributed faster and more broadly than ever before, revolutionizing the way we get our news. And shortages of key materials like oil, copper, paper and ink are accelerating the process. That's good news for consumers, but not for newspapers and other print media. (On a personal note, at 68 years old, I stopped buying my favorite newspaper, The New York Times, and can only imagine the trend is even more pronounced among younger people.) How can this be bad? The replacement of print by online newspapers means news publishers are facing financial disaster, because their advertising income is dropping at the same time they are delivering content for free. Simply put, no one has developed a way to make enough money from online newspapers. I have never worked in the media industry, and all I know about advertising comes from what I see on a daily basis. I admit I don't have solutions to these problems. But the threat to print journalism is very worrying to me because, historically, newspapers have played a crucial role in our democratic form of government by keeping politicians and other powerful people honest. If online newspapers don't generate income, who will pay reporters, who typically work for print media, to research and write these stories? Over the years, reporters for print newspapers have uncovered scandals that the government would rather keep secret - to cite one obvious example, Woodward and Bernstein'sLearn English
investigation of Watergate for the Washington Post. Print newspapers have correctly been called the Fourth Estate, meaning an unofficial but absolutely crucial part of a democracy. It would be catastrophic if there were no longer paid reporters keeping the feet of our elected officials to the fire. Is it possible that we have innovated ourselves out of a free press? Stephen L. Sass, a professor of materials science and engineering at Cornell, is the author of "The Substance of Civilization: Materials and Human History From the Stone Age to the Age of Silicon."
humanity. But the current trajectory of print media, which seems to be hurtling toward a catastrophic ending, has dire implications for Western democracies. To set the stage for examining the sorry state of print media today, let's look at the consequences of shortages and technological revolutions over the centuries.We'll start with a story with a happy ending. In the 17th century, the British used so much wood for extracting iron from ores, heating homes and building ships that there was a shortage in England, a "timber famine." This wood shortage set in motion an extraordinary chain reaction. First it spurred the use of coal. But many coal deposits were found deep underground, where flooding occurred, leading to the invention of steam engines to pump out the mines. Subsequent innovators improved the efficiency of steam engines, which provided the power for the Industrial Revolution, making goods more plentiful and, in the 19th century, driving the development of railroads. All this resulted from a shortage of wood.But innovation doesn't always mean that things get better immediately, and sometimes they get worse for long periods of time. Consider the transition from bronze to iron tools and weapons in the early 12th century BC. This major technological breakthrough was driven by a period of chaos some call the ancient Dark Ages. As MediterraneanLearn Arabic
civilizations came under attack by the mysterious Sea Peoples, the long-distance trade routes supplying tin for making bronze collapsed. This forced smiths to learn to process minerals to extract iron. Thanks to their discoveries, the price of iron fell by a factor of 80,000. In the long run, iron tools and weapons were far superior to those from bronze, allowing the clearing of forests and settlement of northern Europe. But this was clearly a long, painful period for Mediterranean civilizations: The situation became so desperate that sacred bronze artifacts were melted down to make weapons. On that note, let's return to the present day. The Internet was made possible by innovations over the past 50 years based on two materials: silicon for computer technology, and glass in the form of fibers for linking computers. In 1957, Robert Noyce realized it might be possible to form an entire electronic circuit, including transistors, resistors and capacitors, on the same silicon chip (he went on to help found Intel). In 1958, Texas Instrument's Jack Kilby became the first engineer to build an integrated circuit on a chip - the basis of today's personal computers. Then, in 1970, three Corning scientists produced the first high-purity glass fibers that allowed the transmission of light over long distances, opening the era of fiber-optic communication. Used initially to replace copper telephone lines, these optical waveguides now carry a vast amount of information along the Internet. The intensity losses are so small that it is possible to transmit a signal over tens of miles before having to boost it using an amplifier. Today, 4 ounces of optical fiber carry more information than 33 tons of copper wire. Put another way, the information previously carried by multiple copper wires in an array more than 10 feet across can now be transmitted along a single optical fiber. In the late 1990s, 40 million kilometers of optical fiber were laid across the world annually. The current copper shortage is helping drive replacement by fiber optics, allowing copper cables to be recycled (since 2004, the metal's price has more than quadrupled, from under $1 per pound to more than $4 today, and theft is a growing problem).Clearly, fiber optics are on the way up. But the same can't be said of the print media they're impacting. The growing use of fiber optics means more and more people can access news over the Internet. In addition, print newspapers are getting squeezed by the rising prices of paper and ink, which have become Learn Chinese
relatively scarce compared to the mid-20th century. And they may ultimately be stifled by another material shortage, as the skyrocketing price of oil makes any product delivered via gas-powered vehicles more expensive. Current forecasts from the U.S. government say the average price of oil could be $132.75 in 2009. Looking further ahead, trends suggest total world consumption will rise from 32.1 billion barrels in 2007 to 42 billion barrels in 2025, a 31 percent increase. Already, the high price of oil is forcing newspapers and magazines to raise newsstand and delivery prices, and it's also cutting retail traffic, meaning fewer sales overall.Thanks to innovations in the past 50 years, information is distributed faster and more broadly than ever before, revolutionizing the way we get our news. And shortages of key materials like oil, copper, paper and ink are accelerating the process. That's good news for consumers, but not for newspapers and other print media. (On a personal note, at 68 years old, I stopped buying my favorite newspaper, The New York Times, and can only imagine the trend is even more pronounced among younger people.) How can this be bad? The replacement of print by online newspapers means news publishers are facing financial disaster, because their advertising income is dropping at the same time they are delivering content for free. Simply put, no one has developed a way to make enough money from online newspapers. I have never worked in the media industry, and all I know about advertising comes from what I see on a daily basis. I admit I don't have solutions to these problems. But the threat to print journalism is very worrying to me because, historically, newspapers have played a crucial role in our democratic form of government by keeping politicians and other powerful people honest. If online newspapers don't generate income, who will pay reporters, who typically work for print media, to research and write these stories? Over the years, reporters for print newspapers have uncovered scandals that the government would rather keep secret - to cite one obvious example, Woodward and Bernstein'sLearn English
investigation of Watergate for the Washington Post. Print newspapers have correctly been called the Fourth Estate, meaning an unofficial but absolutely crucial part of a democracy. It would be catastrophic if there were no longer paid reporters keeping the feet of our elected officials to the fire. Is it possible that we have innovated ourselves out of a free press? Stephen L. Sass, a professor of materials science and engineering at Cornell, is the author of "The Substance of Civilization: Materials and Human History From the Stone Age to the Age of Silicon."
MediaPost Publications Cold Stone Creamery Out With First Integrated Campaign
Scottsdale, Ariz.-based ice cream chain Cold Stone Creamery is launchingits first national integrated campaign since its inception 20 years ago.The effort, via Saatchi & Saatchi, N.Y., includes television, with thetag "Love it, Love it." The effort plays on Learn French
how far ice cream loverswould go for Cold Stone's ice cream. It comprises three TV spots, web marketing--including the web site Loveit-Loveit.co--and radio. The campaign dramatizes the ice cream lovers' journeyto a Cold Stone Creamery, the mecca of ice cream, and then putsobstacles in their path, thus testing their desire for ice cream. Thetelevision spots are meant to be dramatic, humorous and a bitmysterious. For example, one television spot features a young boyapproaching a Cold Stone Creamery. Inside he sees a few of hisarch-nemeses. A voiceover asks if the Rosetta Stone
"insatiable draw" of hisfavorite Cold Stone creation, "Birthday Cake Remix," will give him thestrength to open the door. Other spots borrow from urban legend andpop culture, and feature Big Foot and an Heiress.--Karl Greenberg
how far ice cream loverswould go for Cold Stone's ice cream. It comprises three TV spots, web marketing--including the web site Loveit-Loveit.co--and radio. The campaign dramatizes the ice cream lovers' journeyto a Cold Stone Creamery, the mecca of ice cream, and then putsobstacles in their path, thus testing their desire for ice cream. Thetelevision spots are meant to be dramatic, humorous and a bitmysterious. For example, one television spot features a young boyapproaching a Cold Stone Creamery. Inside he sees a few of hisarch-nemeses. A voiceover asks if the Rosetta Stone
"insatiable draw" of hisfavorite Cold Stone creation, "Birthday Cake Remix," will give him thestrength to open the door. Other spots borrow from urban legend andpop culture, and feature Big Foot and an Heiress.--Karl Greenberg
2011年4月12日星期二
MediaPost Publications Out to Launch
Let;s talk about pet sex. WhatRosetta Stone
in your head? If you had a fruit mirror, what fruit would look back at you? Let;s launch!I pass one of these ads every night on my way home from work. I love it, and am curious: given the heat wave we;ve been having, how bad will that dress smell once it;s exposed to air? WE TV promoted its fifth season of "Bridezillas" with 3-D bus shelter ads that are 4 ft. wide, 5 ft. tall and 7 inches deep. Inside the cases are potential scenes that you may or may not see while watching "Bridezillas": a wedding gown torn and covered in red wine and coffee stains, a smashed wedding cake, and a bridal shoe that cracked the display case glass. "Bridezillas: This Season The Family Fights Back!" reads the ads, found in New York and Chicago. Click here and here to see creative. Yard created the ads and Media Storm handled the media buy.On June 5, prior to the UEFA EURO 2008, adidas unveiled supersized versions of the tournament;s stars. A 17-meter-high huddle of eleven players resides at theLearn German
Zurich train station. This thing is massive -- it weighs more than seven tons, and is self-supporting. The players cheer for each other in their own language twice a day during rush hour. I think I should check this out up-close and personal. See the huddle here, here, here and here. In addition, a likeness of Czech national team goalkeeper Petr Cech with eight arms was mounted onto the Giant Ferris Wheel in Vienna, creating a cool effect when the Ferris wheel is in motion. See it here and here. TBWA Berlin created the campaign.If I bought the first iPhone -- but I didn;t because I;m not targeted -- I would be mad that the latest version is not only faster, but also cheaper. The latest spot for the new iPhone launched online Monday, coinciding with the unveiling of iPhone 3G. It even comes in white. A steel box is carried through a maximum security building in "Hallway."The voiceover, Robert Downey, Jr.,describes how this new phone will beat the iPhone because it;s cheaper and surfs the Web faster. The twist is, the rival is just the latest version of Apple;s iPhone. See the ad here. TBWA/Media Arts Lab created the campaign and handled the media buy.The Greenville Humane Society in South Carolina launched a TV and print campaign tackling the overpopulation of pets issue. The TV spot begins with an anxious dad giving his child "the talk." "You;re probably having a lot new feelings and urges and that;s normal... If you;re going to act on those urges, I want you to be safe," says the father. The camera pans out to reveal that Dad is not talking to his child, but his dog that;s humping his leg. "Spay and neuter your pets. It;s the only form of birth control they understand," closes the ad, seen here. A print ad is equally funny, intended to look like a series of naughty personal ads for pets, with listings of a "Lady Looking for a Tramp," "Make this kitty purrr" and "Barely Learn Greek
Beagle." There;s a phone number (864-672-5590) included in the ad and I urge you to call it. It must have been fun to take on all these animalistic characteristics. See the ad here, created pro bono by Erwin-Penland.Sun-Rype juice launched phase two of an already colorful ad campaign promoting its fruity beverages. Colorful transit shelter ads, mall posters, and video boards are sprouting up throughout Toronto. The best part of the campaign is a traveling "fruit mirror." What is that, you ask? It;s an interactive screen that transforms whoever stands in front of it into pixilated fruit, much like the TV campaign. I would like to be represented as a pomegranate. The mirror features a camera graphics program that instantly animates people onto a 62-inch LCD screen. It won;t have the answer to your deepest, darkest questions, but you;ll look like pixilated fruit. That;s enough for me. See the mirror here, here, here and here. "Shoes," seen here and shot in stop-motion style animation, also depicts a world of people and things made from fruit. DDB Canada created the campaign, Tribal DDB helped with theLearn Indian
fruit mirror and OMD Vancouver handled the media buy.Christy USA launched a national consumer advertising campaign in the United States that compares the luscious taste of fruit to the luscious feel of its towels. Points for trying, but it;s too much of a stretch for me. "Luscious" features a close-up of a colorful towel that;s paired with delicious fruits in matching colors. Blueberries sit atop a deep blue towel and a sliced, juicy pear rests on a towel of similar hue. See the ads here and here. The campaign was created in-house with creative consultation from the Juice Group. MyRichUncle launched a print campaign encouraging parents to research college loans for their children rather than take the loan offered by the school;s preferred lender. The campaign compares taking the first vendor loan offered to you with checking your brain at the door. The "Thinking Saves Thousands" campaign consists of four print ads running in Atlanta, Boston, Chicago, Dallas, Los Angeles, Minneapolis, Philadelphia and Washington, among other cities, that show people empty-brained and scalpless, for that matter. "I didn;t use my brain. I went straight to the financial aid office," says one ad. See the ads here, here, here and here. SS+K created the campaign and media buying was handled in-house. New Belgium Brewing Co. launched its second annual "Follow Your Folly" pro-recycling advertising campaign using recycled materials. Why didnLearn Italian
;t they think of this last year? That campaign layered photo-collages, while this year boxes were created, filled with recyclable objects such as bicycle seats and erector set windmills, and photographed for print purposes. The campaign targets outdoor enthusiasts and progressive thinkers, and can be found in issues of Rolling Stone, Bike, Climbing, Men;s Journal, Outside, Mother Jones, Sunset, Readymade, Canoe & Kayak, Cooking Light, Paste and Good. See the ads here, here, here and here. Cultivator Advertising & Design created the campaign and Explore Communications handled the media buy.
in your head? If you had a fruit mirror, what fruit would look back at you? Let;s launch!I pass one of these ads every night on my way home from work. I love it, and am curious: given the heat wave we;ve been having, how bad will that dress smell once it;s exposed to air? WE TV promoted its fifth season of "Bridezillas" with 3-D bus shelter ads that are 4 ft. wide, 5 ft. tall and 7 inches deep. Inside the cases are potential scenes that you may or may not see while watching "Bridezillas": a wedding gown torn and covered in red wine and coffee stains, a smashed wedding cake, and a bridal shoe that cracked the display case glass. "Bridezillas: This Season The Family Fights Back!" reads the ads, found in New York and Chicago. Click here and here to see creative. Yard created the ads and Media Storm handled the media buy.On June 5, prior to the UEFA EURO 2008, adidas unveiled supersized versions of the tournament;s stars. A 17-meter-high huddle of eleven players resides at theLearn German
Zurich train station. This thing is massive -- it weighs more than seven tons, and is self-supporting. The players cheer for each other in their own language twice a day during rush hour. I think I should check this out up-close and personal. See the huddle here, here, here and here. In addition, a likeness of Czech national team goalkeeper Petr Cech with eight arms was mounted onto the Giant Ferris Wheel in Vienna, creating a cool effect when the Ferris wheel is in motion. See it here and here. TBWA Berlin created the campaign.If I bought the first iPhone -- but I didn;t because I;m not targeted -- I would be mad that the latest version is not only faster, but also cheaper. The latest spot for the new iPhone launched online Monday, coinciding with the unveiling of iPhone 3G. It even comes in white. A steel box is carried through a maximum security building in "Hallway."The voiceover, Robert Downey, Jr.,describes how this new phone will beat the iPhone because it;s cheaper and surfs the Web faster. The twist is, the rival is just the latest version of Apple;s iPhone. See the ad here. TBWA/Media Arts Lab created the campaign and handled the media buy.The Greenville Humane Society in South Carolina launched a TV and print campaign tackling the overpopulation of pets issue. The TV spot begins with an anxious dad giving his child "the talk." "You;re probably having a lot new feelings and urges and that;s normal... If you;re going to act on those urges, I want you to be safe," says the father. The camera pans out to reveal that Dad is not talking to his child, but his dog that;s humping his leg. "Spay and neuter your pets. It;s the only form of birth control they understand," closes the ad, seen here. A print ad is equally funny, intended to look like a series of naughty personal ads for pets, with listings of a "Lady Looking for a Tramp," "Make this kitty purrr" and "Barely Learn Greek
Beagle." There;s a phone number (864-672-5590) included in the ad and I urge you to call it. It must have been fun to take on all these animalistic characteristics. See the ad here, created pro bono by Erwin-Penland.Sun-Rype juice launched phase two of an already colorful ad campaign promoting its fruity beverages. Colorful transit shelter ads, mall posters, and video boards are sprouting up throughout Toronto. The best part of the campaign is a traveling "fruit mirror." What is that, you ask? It;s an interactive screen that transforms whoever stands in front of it into pixilated fruit, much like the TV campaign. I would like to be represented as a pomegranate. The mirror features a camera graphics program that instantly animates people onto a 62-inch LCD screen. It won;t have the answer to your deepest, darkest questions, but you;ll look like pixilated fruit. That;s enough for me. See the mirror here, here, here and here. "Shoes," seen here and shot in stop-motion style animation, also depicts a world of people and things made from fruit. DDB Canada created the campaign, Tribal DDB helped with theLearn Indian
fruit mirror and OMD Vancouver handled the media buy.Christy USA launched a national consumer advertising campaign in the United States that compares the luscious taste of fruit to the luscious feel of its towels. Points for trying, but it;s too much of a stretch for me. "Luscious" features a close-up of a colorful towel that;s paired with delicious fruits in matching colors. Blueberries sit atop a deep blue towel and a sliced, juicy pear rests on a towel of similar hue. See the ads here and here. The campaign was created in-house with creative consultation from the Juice Group. MyRichUncle launched a print campaign encouraging parents to research college loans for their children rather than take the loan offered by the school;s preferred lender. The campaign compares taking the first vendor loan offered to you with checking your brain at the door. The "Thinking Saves Thousands" campaign consists of four print ads running in Atlanta, Boston, Chicago, Dallas, Los Angeles, Minneapolis, Philadelphia and Washington, among other cities, that show people empty-brained and scalpless, for that matter. "I didn;t use my brain. I went straight to the financial aid office," says one ad. See the ads here, here, here and here. SS+K created the campaign and media buying was handled in-house. New Belgium Brewing Co. launched its second annual "Follow Your Folly" pro-recycling advertising campaign using recycled materials. Why didnLearn Italian
;t they think of this last year? That campaign layered photo-collages, while this year boxes were created, filled with recyclable objects such as bicycle seats and erector set windmills, and photographed for print purposes. The campaign targets outdoor enthusiasts and progressive thinkers, and can be found in issues of Rolling Stone, Bike, Climbing, Men;s Journal, Outside, Mother Jones, Sunset, Readymade, Canoe & Kayak, Cooking Light, Paste and Good. See the ads here, here, here and here. Cultivator Advertising & Design created the campaign and Explore Communications handled the media buy.
MediaPost Publications '07 Creative Media Awards Recap: Media Plan
An innovative, integrated strategy can be as meaningful as the message itself, as these finalists prove. Goodby, Silverstein & Partners Anheuser-Busch's Rolling Rock Goodby: Matt Hermann, Brand Strategy Director; Tanin Blumberg, Account Director; Melissa Harbin, Account Manager; Sidney Bosley, Senior Communications Strategist. Busch Media: Gretchen Curtis, Manager. To help client rolling rock draw attention away from the real controversy surrounding its acquisition byRosetta Stone
brewing behemoth Anheuser-Busch, Goodby, Silverstein & Partners created a bogus controversy built around a fake television advertisement that was supposedly banned from the airwaves but could be viewed online. Using traditional TV, radio, print and out-of-home media, the campaign featured Mr. Ron Stablehorn, fictitious Director of Marketing at Rolling Rock, delivering an apology for producing the ill-fated "Beer Ape" TV spot. This "banned" ad was quietly uploaded onto YouTube and five other video sites the Friday before the traditional media campaign broke on Thanksgiving Day. By the Monday following Thanksgiving weekend, the "Beer Ape" ad had more than 1 million views in one 24-hour period. Viewers picked up this asset, and before long, the "Beer Ape" banned video was all over the internet and blogosphere. Initiative Showtime's "Weeds" Initiative: Greg Castronuovo, Senior Vice President, Group Account Director; Alan Cohen, Executive Vice President, Managing Director; Rob Ross, Vice President, Account Director; Showtime Networks: George DeBolt, Vice President, Media, Promotions & Partnership; Kjerstin Beatty, Director, Media. Most good media plans seek to generate some buzz, but Initiative's effort for the second season premiere of client Showtime's "Weeds" actually sought to give one - literally. As part of the print strategy for the Pay-TV series about a suburban mom turned marijuana dealer, the "skunkworks" team atLearn Japanese
Initiative developed full-page magazine "scent-strip" ads that were placed in hip, counter-culture publications like Rolling Stone and The Onion. Instead of evoking the scent of some high-end perfume, the "Weeds" ads produced a fragrance normally associated with getting high from marijuana. Initiative extended that metaphor out-of-home via unusual, attention-getting outdoor and experiential media, including a "munchie" mobile that gave away "Weeds" branded brownies to pedestrians on the streets of key markets like New York and Los Angeles. The campaign also innovated other first-time, buzz-generating placements such as "belly band tags" wrapped around the Los Angeles Times, and the first animated spots to appear on Captivate's "high" rise elevator network. Mediaedge:cia Xerox Mediaedge:cia: Christina Dagnello, Communications Strategy Director; Patricia Mazzarone, Communications Manager; Joanna Havlin, Partner, Associate Print Director. MEC Interaction: Jay Krihak, Partner, Interactive Group Media Director; Bradley Mark, Interactive Supervisor; Jennie Scheer, Interactive Senior Planner. To help client Xerox communicate the virtues of a dynamic, cross-media publishing system powered by its iGEN technology, Mediaedge:cia developed a plan that exploited the ultimate form of custom publishing: user-generated content. The plan broke first with technology leaders, followed by phases allowing the broader public toLearning Korean
interact directly with the technology. The first launch occurred at tech industry uber conference TED (Technology, Entertainment, Design). Attendees were offered a complementary subscription to WIRED Magazine, the first issue of which would include a personalized cover with their own photo taken by renowned photographer Art Schrieber. The live event promotion was followed by a broader reader promotion in the April 2007 issue of WIRED that invited the first 5,000 entrants to customize their own July 2007 issue by uploading their photos. The unique, personalized issues quickly became much sought-after keepsakes. This was the first time a consumer magazine integrated user-generated content on its front cover, and the stunt generated much media coverage.
brewing behemoth Anheuser-Busch, Goodby, Silverstein & Partners created a bogus controversy built around a fake television advertisement that was supposedly banned from the airwaves but could be viewed online. Using traditional TV, radio, print and out-of-home media, the campaign featured Mr. Ron Stablehorn, fictitious Director of Marketing at Rolling Rock, delivering an apology for producing the ill-fated "Beer Ape" TV spot. This "banned" ad was quietly uploaded onto YouTube and five other video sites the Friday before the traditional media campaign broke on Thanksgiving Day. By the Monday following Thanksgiving weekend, the "Beer Ape" ad had more than 1 million views in one 24-hour period. Viewers picked up this asset, and before long, the "Beer Ape" banned video was all over the internet and blogosphere. Initiative Showtime's "Weeds" Initiative: Greg Castronuovo, Senior Vice President, Group Account Director; Alan Cohen, Executive Vice President, Managing Director; Rob Ross, Vice President, Account Director; Showtime Networks: George DeBolt, Vice President, Media, Promotions & Partnership; Kjerstin Beatty, Director, Media. Most good media plans seek to generate some buzz, but Initiative's effort for the second season premiere of client Showtime's "Weeds" actually sought to give one - literally. As part of the print strategy for the Pay-TV series about a suburban mom turned marijuana dealer, the "skunkworks" team atLearn Japanese
Initiative developed full-page magazine "scent-strip" ads that were placed in hip, counter-culture publications like Rolling Stone and The Onion. Instead of evoking the scent of some high-end perfume, the "Weeds" ads produced a fragrance normally associated with getting high from marijuana. Initiative extended that metaphor out-of-home via unusual, attention-getting outdoor and experiential media, including a "munchie" mobile that gave away "Weeds" branded brownies to pedestrians on the streets of key markets like New York and Los Angeles. The campaign also innovated other first-time, buzz-generating placements such as "belly band tags" wrapped around the Los Angeles Times, and the first animated spots to appear on Captivate's "high" rise elevator network. Mediaedge:cia Xerox Mediaedge:cia: Christina Dagnello, Communications Strategy Director; Patricia Mazzarone, Communications Manager; Joanna Havlin, Partner, Associate Print Director. MEC Interaction: Jay Krihak, Partner, Interactive Group Media Director; Bradley Mark, Interactive Supervisor; Jennie Scheer, Interactive Senior Planner. To help client Xerox communicate the virtues of a dynamic, cross-media publishing system powered by its iGEN technology, Mediaedge:cia developed a plan that exploited the ultimate form of custom publishing: user-generated content. The plan broke first with technology leaders, followed by phases allowing the broader public toLearning Korean
interact directly with the technology. The first launch occurred at tech industry uber conference TED (Technology, Entertainment, Design). Attendees were offered a complementary subscription to WIRED Magazine, the first issue of which would include a personalized cover with their own photo taken by renowned photographer Art Schrieber. The live event promotion was followed by a broader reader promotion in the April 2007 issue of WIRED that invited the first 5,000 entrants to customize their own July 2007 issue by uploading their photos. The unique, personalized issues quickly became much sought-after keepsakes. This was the first time a consumer magazine integrated user-generated content on its front cover, and the stunt generated much media coverage.
2011年4月11日星期一
MediaPost Publications Jim Beam Presents 'Live Music Series
Jim Beam is launching "Live Music Series" which includes a 10-market concert tour, each featuring a different headline artist, and exclusive downloads of live concerts. Artists performing as part of the "Jim Beam Live Music Series" include Kid Rock, Bob Schneider, Cold War Kids, Derek Trucks and Susan Tedeschi Band, The Fray, Grace Potter and TheLearn Japanese
Nocturnals, The Hold Steady, Manchester Orchestra, O.A.R. and Richard Ashcroft. Cities on the tour are Boston; Cleveland; Atlanta; Philadelphia; San Francisco; Chicago; Orlando, Fla.; Flint, Mich., and Holmdel, N.J. A video message from Kid Rock is included on the microsite promoting the tour at http://www.jimbeam.com/live-music-series. The site also includes interviews with each of the artists under the headline "Profiles in Bold." The Deerfield, Ill.-based brand also is promoting the music series and giveaways on its Facebook page and on Twitter. Beginning in May, special boxes of Jim Beam and Red Stag by Jim Beam will be marked with offer details and instructions on how to download a total of five "Live Music Series" tracks from the 10 artists on JimBeam.com. Jim Beam will also be streaming portions of each Live Music Series concert and exclusive interviews with each artist on JimBeam.com and Pandora. From June 1 to July 4, consumers age 21 or older can enter to win a trip to O.A.R.'s Live Music Series concert at PNC Bank Arts Center in Holmdel, N.J. by texting MYTOURBUS to short code 66937 or visiting www.jimbeam.com/livemusicseries to enter online. Upon arrival at Newark Airport, one lucky winner and three friends will be provided with their very own tour bus to live the rock star lifestyle for 24 hours. In addition to VIP treatment at the show, they will also receive a private meet and greet with the band before the concert. Jim Beam has linked with musicians in the past. In 2010, the spirits maker launched a consumer program for both the spirits and music industry by offering exclusive Kid Rock music downloads on Jim Beam and Red Stag by Rosetta Stone
Jim Beam special boxes. In addition to spotlighting established artists, Jim Beam also supports up-and-coming musicians. Kid Rock handpicked three emerging artists -- Taddy Porter, Ty Stone and Leroy Powell -- to perform at the Jim Beam "Emerging Artist Showcase," hosted by Kid Rock and presented by Pandora. Mozes, an affiliate sponsor of the showcase, will be on site to bring the event to life across its mobile platform. Music from each emerging artist will be available to download on JimBeam.
Nocturnals, The Hold Steady, Manchester Orchestra, O.A.R. and Richard Ashcroft. Cities on the tour are Boston; Cleveland; Atlanta; Philadelphia; San Francisco; Chicago; Orlando, Fla.; Flint, Mich., and Holmdel, N.J. A video message from Kid Rock is included on the microsite promoting the tour at http://www.jimbeam.com/live-music-series. The site also includes interviews with each of the artists under the headline "Profiles in Bold." The Deerfield, Ill.-based brand also is promoting the music series and giveaways on its Facebook page and on Twitter. Beginning in May, special boxes of Jim Beam and Red Stag by Jim Beam will be marked with offer details and instructions on how to download a total of five "Live Music Series" tracks from the 10 artists on JimBeam.com. Jim Beam will also be streaming portions of each Live Music Series concert and exclusive interviews with each artist on JimBeam.com and Pandora. From June 1 to July 4, consumers age 21 or older can enter to win a trip to O.A.R.'s Live Music Series concert at PNC Bank Arts Center in Holmdel, N.J. by texting MYTOURBUS to short code 66937 or visiting www.jimbeam.com/livemusicseries to enter online. Upon arrival at Newark Airport, one lucky winner and three friends will be provided with their very own tour bus to live the rock star lifestyle for 24 hours. In addition to VIP treatment at the show, they will also receive a private meet and greet with the band before the concert. Jim Beam has linked with musicians in the past. In 2010, the spirits maker launched a consumer program for both the spirits and music industry by offering exclusive Kid Rock music downloads on Jim Beam and Red Stag by Rosetta Stone
Jim Beam special boxes. In addition to spotlighting established artists, Jim Beam also supports up-and-coming musicians. Kid Rock handpicked three emerging artists -- Taddy Porter, Ty Stone and Leroy Powell -- to perform at the Jim Beam "Emerging Artist Showcase," hosted by Kid Rock and presented by Pandora. Mozes, an affiliate sponsor of the showcase, will be on site to bring the event to life across its mobile platform. Music from each emerging artist will be available to download on JimBeam.
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