14.10.13
This Week...

Telekinetic coffee shop surprise, fly beyond, remote control tourist, staring contest,
stop phubbing
Telekin...
Telekinetic coffee shop surprise
Sony Pictures - Carrie

This stunt is going to stir up more conversation about a
movie th...
Fly Beyond
Grey Goose

Grey Goose vodka launched a new global campaign last Monday.
Its 90-second launch spot stars an unl...
Remote control tourist
Tourism Victoria

Australia's Tourism Victoria have launched Remote
Control Tourist, a new crowdsou...
Staring Contest
Dodge Durango

Dodge. Burgundy. “it‟s kind of a big deal!” Will Ferrell
appeared in character as Burgundy ...
Stop phubbing
Marquarie Dictionary

What does it take to sell a new edition of a national
dictionary? In Australia, one pu...
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Ignition 5 14.10.13

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Ignition 5 14.10.13

  1. 1. 14.10.13
  2. 2. This Week... Telekinetic coffee shop surprise, fly beyond, remote control tourist, staring contest, stop phubbing Telekinetic coffee shop surprise Sony Pictures- Carrie Fly Beyond Grey Goose Remote control tourist Tourism Victoria Staring contest Dodge Durango Stop phubbing Marquarie dictionaries
  3. 3. Telekinetic coffee shop surprise Sony Pictures - Carrie This stunt is going to stir up more conversation about a movie than trailer ever could (36m views in a week). For the upcoming release of Carrie, a movie about a bullied teenager with telekinetic powers, Thinkmodo took the movie to the realm of innocent bystanders and made them question whether they believe in the supernatural. They set up a scene in a New York coffee shop and replicated a „Carrie‟ type freakout when coffee spills all over the actress‟ laptop. Chaos ensues…
  4. 4. Fly Beyond Grey Goose Grey Goose vodka launched a new global campaign last Monday. Its 90-second launch spot stars an unlikely hero—François Thibault, the man who developed the recipe for Grey Goose, and who was apparently rewarded for this achievement by being shunned for years by the French people. Eventually, though, they come around, but only after New Yorkers help turn the vodka into a best-seller. The spot launched an integrated campaign themed "Fly Beyond"—an aspirational take on the brand's goose mascot, Digital billboards across the U.S. were synchronized to create the illusion of geese flying through city centers. Also, a three-story digital storefront in New York's SoHo neighbourhood are hosting branded events, and a pop-up boulangerie in the West Village are serving pastries made from the same soft winter wheat used to create Grey Goose. Behind the boulangerie is a private space set up like a vintage speakeasy for other branded events. Finally, the campaign includes a digital Instagram billboard in Times Square that will go live today. People who post photos to Instagram with the hashtag #FlyBeyond will have a chance to have their photos posted to the billboard—and Clear Channel will extend the experience by taking photos of the billboard and send the users pics of their image when it's featured.
  5. 5. Remote control tourist Tourism Victoria Australia's Tourism Victoria have launched Remote Control Tourist, a new crowdsourced project that lets potential visitors to Melbourne explore the city virtually via social media. The result is a fascinating glimpse into the future of tourism via social media. For eight hours a day, between Oct 9th-13th Facebook and Twitter users could log on to the Remote Control Tourist website and "control" two volunteer explorers with helmet-mounted streaming video cameras. They created a number of proprietary technologies for the project including Google Maps, Instagram and Twitter. Is this the new Lonely Planet?
  6. 6. Staring Contest Dodge Durango Dodge. Burgundy. “it‟s kind of a big deal!” Will Ferrell appeared in character as Burgundy in four Dodge Durango ads that have since gone viral online. In the videos, Burgundy points out some of the SUV‟s lesser-known features eg. (the 0.1 cubic feet of storage in the glove box that comes standard). He is reported to have filmed up to seventy ad‟s for the Durango which are being slowly released. They have also a real time response element to the campaign. They used video content to reply to some of the social media interaction the TV ad‟s have garnered. It will be interesting how far they will take this campaign going forward.
  7. 7. Stop phubbing Marquarie Dictionary What does it take to sell a new edition of a national dictionary? In Australia, one publisher is hoping a year-long guerilla marketing campaign and the birth of a word will be enough. Over the past year, McCann Melbourne has quietly been seeding a new word across the world-"phubbing." It's a term coined by a group of lexicographers, poets and authors convened by the agency at the University of Sydney last May to describe the phenomenon of ignoring people in front of you in favour of paying attention to your phone. McCann got to work, creating a website, www.stopphubbing.com a Facebook page, and devising a PR strategy. But until now, nobody knew that the Macquarie Dictionary of Australia was behind the whole thing, part of a movement to get people to understand the importance of words to explain social phenomena-and the importance of having an updated dictionary that captures those words.
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