This document summarizes five recent marketing campaigns: 1) Sony Pictures staged a fake telekinetic incident in a New York coffee shop to promote the movie Carrie, gaining 36 million views for the stunt video. 2) Grey Goose launched a "Fly Beyond" campaign featuring a billboard that displays Instagram posts to promote the brand's new global campaign. 3) Tourism Victoria allowed social media users to remotely control "explorers" wearing cameras to virtually tour Melbourne and explore the future of tourism. 4) Dodge Durango viral videos featuring Will Ferrell as Ron Burgundy pointing out the SUV's features have led to the release of more ads with a real-time social media response element. 5)

1. 14.10.13

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. 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. 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. 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. 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. 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.