To go guerrilla, or not to go guerrilla? That is the question.

John, one of our in-house media editors and Premise Observers, sent me a link to this video the other day and it got me thinking about just how risky guerrilla marketing campaigns can really be.




Although that video is quite far-fetched, it doesn't seem totally unthinkable considering some of the guerrilla marketing stunts that have hit our headlines over the last few years. Marketers and the brands they represent are getting more outrageous and unconventional with every campaign.


Golden Palace (www.goldenpalace.com), perhaps one of the 'greats' (I use that term loosely, as I personally feel some of their campaigns to be a bit over the top), has used a slew of tactics to push their brand into the spotlight and in the meantime generated some heavy blogging buzz around them. They've done it all, from streaking stunts to tattooing, to cow-painting (maybe it's the PETA member in me, but this just doesn't sit well. And, yes, I do realize that they had PETA's blessing on this one...something I still don't understand). You may even remember the name Golden Palace as the lucky bidder who took home the Virgin Mary Grilled Cheese from ebay (for a price tag of $28K). I'm still left thinking, "What does an online casino want with an old grilled cheese sandwich?" Publicity, that's what they want and that's exactly what they got.

How about Taco Bell constructing a 40ft by 40ft floating raft in the South Pacific and offering free tacos if any piece of the Mir spacecraft should happen to land on it. Sounds crazy right? Taco Bell's website nearly crashed as millions flocked to find out more information and they received international press coverage. End cost to Taco Bell = one raft.


Probably the most notable guerrilla campaign was the promotion of Aqua Teen Hunger Force causing a massive bomb scare in Boston in 2007. Light-bright style devices were attached to random city structures intending to provoke curiosity among the city-dwellers. Instead, these lights were mistaken for bombs and in the end Turner Broadcasting paid for the mishap. On the other hand, this promotion got national news coverage and Aqua Teen Hunger Force saw weeks of free publicity.

So, I ask myself, "Is it true what they say, is there really 'no such thing as bad publicity?'"

-Lindsay, Campaign Manager
Lunch today: pasta, salad and yummy bread (compliments of Pasta Bravo)

Kiehl's and Hollywood Join Forces For A Good Cause

The world is FULL of companies attempting to increase sales by promising a large donation to worthy causes. I’m pretty skeptical sometimes, but this one actually sounds legitimate!

Kiehl’s and Brad Pitt are partnering to create “JPF Eco Systems”, which attempts to help “save the environment” or at least prolong the adverse affects that are inevitable.

Their first product is Kiehl’s “Aloe Vera” Biodegradable Liquid Body Cleanser. Following Brad and Angelina’s philanthropic efforts after the Hurricane Katrina disaster, the sales will go to the “Make It Right” fund, which is dedicated to the construction of environmentally sustainable, affordable housing for those affected in New Orleans following the devastation.

For more info, check out www.makeitrightnola.org

-Richelle (PB and J Sandwich and a BANANA!!)

 

The Times, They are a Changin'!

Right when I think I have the latest in technology, Apple goes out and shakes things up. I just recently bought an iPod nano along with my MacBook Pro. I was feeling pretty high tech until I realized that the new nano was just launched yesterday and features a much slimmer, sleeker design as well as a bunch of other cool new features.

The new nano comes in a multitude of catchy colors and even includes a “Genius” feature, which means that your iPod can create new playlists based on artists you like. It’s like having your own personal DJ! Pretty smart, eh? If you’re getting bored with your playlists, simply shake your lil’ nano to your heart’s content and wa la!! A whole new shuffle! When the screen is turned sideways, you can view the Cover Flow, watch videos, look at photos, etc. Basically, the new nano is awesome and I’m a little bit jealous.

Apple also just unveiled the new iPod classic, which can hold up to 120 GB. I thought my old classic was pretty awesome, and that only holds 30 GB! Looks like the times are a changin’!

I’m sure it’s only a matter of time before my new MacBook Pro will be an ancient dinosaur in comparison to whatever those slick Apple designers are creating as we speak. Boo hoo.

On the bright side, at least I can still hear the music held in these crafty little devices, and that’s the most important part, right?

-Brittany Hook, Senior Editor

Lunch today: Homemade sandwich, an apple, and fruit snacks. (Hey, I'm on a budget!)

The End of the Energy Empire? The ban is coming...

I've recently been seeing a lot of coverage around MillerCoors being sued by The Center For Science in the Public Interest (CSPI) over their alcoholic energy beverage, Sparks. Citing the health concerns and that the combination of alcohol and caffeine is dangerous and drinkers of these beverages are more likey to drink excessively, drive under the influence or be involved in sexual assaults.
True or not, I think we all know deep-down that mixing caffeine (a stimulant) and alcohol (a depressant) is probably not the healthiest or safest choice. Not sure about you, but I can get on board with this movement (maybe because I've never been big on the insane amounts of sugar in these beverages). Even Anheuser-Busch has agreed to remove the caffeine and additives from their version of energy-infused alcohol (Bud Extra and Tilt) when notified of the same legal suit that MillerCoors is now battling.

In a more drastic approach across the pond, countries have even begun to ban energy drinks alone. Redbull is banned in France, Denmark and Norway (among others). Can you even imagine the uprising if Redbull was taken from the hundreds of thousands of American teens and young adults that thrive on it?

And, how long is it going to take for somebody to go after the businesses (bars & restaurants) that serve the "Oh-so-popular" Vodka Redbull? It is exactly what CSPI is suing MillerCoors for, it just doesn't come in one neat, tidy little package.

As a former bartender and general "nightlife professional", I can say with great confidence that Vodka Redbull is the most popular mixed drink out there. I have friends in my immediate social circle that would be devastated if they were no longer allowed to order their favorite "stay-up all night" cocktail. I'm sure they aren't the only 21-34 year olds that would be upset about a ban on Vodka Redbulls.

Not to mention, the drastic loss of sales if Redbull is no longer allowed to be sold in combination with alcohol!

-Lindsay, Campaign Manager
Lunch today: too much Pizza hut

Six Flags Ride The Mountain Wraps Up Another Successful Season!

For the second year, Premise teamed up with Six Flags Magic Mountain Theme Park in Valencia, CA to provide action sports shows on a skatepark demo course inside the park all summer long. The Ride The Mountain team consists of a hand selected group of Southern California's finest amateur skateboarders, BMX riders and inline skaters including Doug Des Autels (team captain and local technical skating wizard), Chris Mendes (one of California's top ranked amateur skateboarders and 2008 AST Dew Tour finalist) and even professional skateboarder Chad Knight made a few appearances.

I had the pleasure of attending the shows during the final weekend (Labor Day) and I even donned a Team Six Flags shirt and skateboarded with the team. Despite the heat the team put on some memorable performances and drew large crowds of park goers. We even had local photographer Rob Norland on hand to document the shows with an array of photographs and video footage. The final weekend went out with a bang and everyone is looking forward to next season.




For more information about the Ride The Mountain team, visit www.myspace.com/ridethemountain

Here is a link to a slide show of photos that Rob Norland took during the final weekend of shows:

http://s41.photobucket.com/albums/e296/thenorlander/6flags/?albumview=slideshow

Also check out this teaser video clip of Doug Des Autels pulling off one of his signature technical tricks on the skatepark rail:




-Chris Patnaude, Account Coordinator

Lunch today: McDonalds Filet o Fish meal (real healthy huh?)

Commercializing Childhood

An interesting article providing perspectives on marketing to youth recently posted on towardfreedom.com with Susan Linn forwarded to me by Premise friend Aaron Smith. Agree with alot of what she has to say, LOVE her statement that refers to marketing of yesteryear like a BB gun and today's marketing like a smart bomb!

Gregg - Partner

Lunch? Two cans of Verve ...