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Extraordinary Average Presentation

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  • 1. pop rocks & cokeAbernathy | Cabral | Johnson | Kuan | Ledner | manosh
  • 2. YdoUthink Awareness100%75%50%25% 0% Spring 2002 Spring 2003 Spring 2004 Spring 2005 Spring 2006 Spring 2007 Spring 2008
  • 3. 30%15%
  • 4. Nobody sneaks into the woods to have a conversation. Smoke to be badass Social and Emotional Appeal Will always be smokers
  • 5. It’s never appealed to me.I’ve always seen it as gross. counter to their identity health risks important high conviction
  • 6. SWING SMOKERS
  • 7. I don’t buy my own cigarettes so I don’t consider myself a ‘smoker’ but I’ll smoke if I’m offered a cigarette in a social situation.
  • 8. Curiosity > Belonging
  • 9. En abl ingPeer Pressure
  • 10. I am a tapestryNOT a stereotype
  • 11. NO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO NNO NO NO NO NO NO NO NO NO NO NO NO N
  • 12. Smoking is the most uncreative way to be a rebel.
  • 13. TELEVISION
  • 14. Posters
  • 15. tin of ten
  • 16. of extraordinary avera league ge The YOU’VE BEEN TAPPED FOR THE LEAGUE Here are your mandatories:everyday renegades 1. Grab your given supplies. 2. Create something epic. 3. Upload a pic or vid of it to extraordinaryaverage.com and check out what your fellow leaguers have been up to. [Anything you make will be more original than smoking.] GAME ON, LEAGUERS.
  • 17. website
  • 18. mobile
  • 19. reaching out
  • 20. rollout plan 11 20 July Aug Sep Oct Nov Dec Jan Feb Mar Apr May June TV In-theater Mobile Web Direct Mail Print Apparel Prizes
  • 21. budget
  • 22. Why is this going to work? Over 1,000 registered events Over 5,000 activity guides sent
  • 23. Taking kick butts day to a whole new level