Pizza Friday 187


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Google racism, wave your terrible towel all over the world, drive around in your snowglobe and then grab a slice of pizza pie. You know what day it is.

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Pizza Friday 187

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  5. 5. New York TimesOne by One, Marketers Plan for aSingular EventMarketers are betting on a daily numbers game again, taking advantage of a calendar coincidence to drum upinterest in their goods and services.The date on Friday will be Nov. 11, 2011, and the triple play of elevens - being rendered as 11/11/11, 11-11-11and 11.11.11 - is inspiring a commercialized celebration on Madison Avenue. There are advertisements,promotions, events and even a party to be hosted by an agency named, yes, Eleven.The fact that Friday is also Veterans Day in the United States seems to be generating additional campaignsfor 11/11/11 because it is the first time since 1/1/01 that a date with repeating numbers is a holiday, too.For instance, the date of 11-11-11 is prominently displayed in ads for a Veterans Day initiative sponsored bythe Papa Johns pizza chain to raise money for the U.S.O.Ads that hinge on a special date are an example of a marketing tactic called borrowed interest, in whichadvertisers try to involve themselves in big, topical events that the proverbial "everyone" is talking about. It isthe hucksters equivalent of candidates far down on the ballot attempting to win by riding the coattails of thoseat the top of the ticket. numantra.comLink: 214.635.2300
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  7. 7. Wall Street JournalAdobe Bows in Apple FeudAdobe Systems Inc. capitulated to partner-turned-rival Apple Inc. in a battle over technologiesthat are shaping the evolution of websites and mobile software.Adobe on Wednesday said it will no longer push its Flash software format for use in thebrowser programs that come with smartphones and tablet computers. Instead, Adobe willincrease its support for HTML5, a collection of technologies backed by Apple and others suchas Google Inc. and Microsoft Corp.Adobes about-face came a day after it moved to cut 750 jobs and warned of weaker revenuegrowth, triggering shares in the company to drop 7.7% to $28.08. It comes in the wake of SteveJobs highly publicized strategy to keep Flash from Apples hit iPhones and iPads. Mr. Jobs,who gave up the CEO post at Apple in August and died in early October, asserted a series oftechnical objections to using Flash on mobile devices in an unusual essay posted in April 2010.But the fundamental dispute between the companies, which began collaborating in the 1980s,was who controls key technology standards. numantra.comLink: 214.635.2300
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  9. 9. AdageStarbucks Taps Chinas Foursquare forHuge Holiday Check-in CampaignWhile Foursquare slowly experiments with near-field communication technologies here in the U.S., one of itsChinese lookalikes is rolling out a massive NFC-powered campaign in Eastern China.Jiepang, one of several Chinese location-based apps looking to move ahead of a pack of competitors there, ispartnering with Starbucks on a giant holiday promotion utilizing near-field communication, or NFC,technologies.Starting tomorrow, Jiepang users who visit one of more than 200 Starbucks locations in Shanghai and othereastern China cities can check in by waving their NFC-enabled phones over a postcard waiting for theminside the stores. (They can also check in manually within the app.) If 20,000 users check in to theseStarbucks locations by Dec. 17, those users can get a free size upgrade on a Starbucks drink during thefollowing week.Much of the promise seen in NFC technologies has to do with the potential for mobile payments. But thetechnology can also be used to make checking in to location-based services easier and cut down on so-calledcheck-in fraud. The Jiepang-Starbucks partnership marks the most significant, branded NFC campaign forJiepang in its young life, and signals the future path the startup hopes to take. numantra.comLink: 214.635.2300
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  43. 43. Pizza Friday is Numantra’s weekly venue for reviewing thelatest news, innovations and accomplishments taking place in our industry and the world at large. Our founders each have spent decades working for some of the largest ad agencies in the world. It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an impact in today’s marketplace. So we got together for a lot of serendipitous reasons and formed Numantra. Ka-boom! The forever-new marketingbraintrust that maximizes client resources with fresh insights, accountable solutions and kick-ass results was born. Find out what Numantra can do for you. Visit for more information. 214.635.2300
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