實體競賽：Los Angeles

於8/19/2009在Atlanta以及9/26/2009在Downtown LA的兩場比賽，沒有任何燃料動力，而完全是用人力。
The Soapbox car race is to be held in Los Angeles. This event of motorless car racing is one of the funniest human powered car race event.

有40個隊伍參加，自製的各種趣味車子，重點不在速度或贏，而是各種趣味的翻車鏡頭，可以點選以下影片觀看http://us.wannahaves.com/item/babef39a/a/red-bull-soapbox-race--worst-crashes。

另外，參加比賽者也將自己製車的過程以及心得在網路上傳播。

iPhone 遊戲

可直接觀看遊戲youtube介紹

有意思的BTL campaign：

以色列用小預算作的游擊戰役(guerilla campaign)，將不能動的日常物品，加上輪子。

Earlier this month ad agency, Avraham, Israel produced a low budget yet creative guerilla campaign to promote the 2009 Red Bull Soapbox Race in Jerusalem. [Because Red Bull and driving home-made vehicles make for a great combination]. In order to grab the public’s attention, they placed a set of branded wheels on a number of random [non-moving] objects like benches, tables, bins, and boards.

• http://www.brandweek.com/bw/content_display/news-and-features/packaged-goods/e3i5d4ce2397955e3fde880beb15677103a
• http://unchainedinamerica.com/uia_dan/2009/06/17/the-truth-about-frito-lays-lays-local-marketing-campaign-part-1/
• http://www.prweekus.com/Farmers-infuse-local-flavor-to-new-effort-for-Lays-Potato-Chips/article/137420/
  
• http://fabrikproject.com.mx/v3/2009/08/16/lay%E2%80%99s-campaign/
• http://www.huffingtonpost.com/tara-lohan/has-lays-gone-too-far-in_b_264333.html

• The “Lay’s Local” campaign is the second phase in Lay’s strategy to reposition its Lay’s Potato Chips brand of snack food. Lay’s launched the first phase, called “Happiness is Simple,” in early 2009. “Happiness is Simple” focused on people’s nostalgia for the simpler times that seemed to have existed before today’s complex economic problems developed. The campaign sought to make a connection between this nostalgia and Lay’s Potato Chips’ “place in Americana” and the potato chips’ “role in bringing people together for life’s simpler pleasures.”
• 美國現在local foods movement 當道，人們會留意所吃的食物來自哪裡？因此Lay's想抓住這點來作廣告。不過The local foods movement is about an ethic of food that values reviving small-scale, ecological, place-based and relationship-based food systems
• 在經濟困難時刻，表達支持美國農夫(local grower)。

• national and regional television spots highlighting the farmers
  • OS: Next time you grab a bag of Lay's in Michigan, think of us
• national print advertising
• PR & Event
  
  • 訊息：This recent effort, “Lay's Local,” touts the chips' origins, which Frito-Lay says are sourced from potatoes grown on more than 80 farms in 27 states. The effort celebrates those local communities, along with the 18 states where 40,000-plus people work for the company.
  • 工具: Farmers will be central to the effort. For example, Frito-Lay kicked off the campaign with growers ringing the bell at the New York Stock Exchange on May 12. This summer, “Lay's Local” will take part in more than 50 local events, including the Maine Potato Blossom Festival and Utah Pioneer Days – both in July. Skena said the events chosen all “celebrate simple pleasures” and are events where consumers “make positive memories,” building on the brand's traditional holiday presence.
    
    Media relations will center on local press where events take place. “The campaign is customized to the state level... with unique messages in all 50 states,” said Skena. It also includes ads featuring the farmers and an “aggressive” in-store presence that highlights local information.
• on-pack messaging and 40,000 in-store displays that are customized for each participating state to celebrate local connections and contributions to Lay's Potato Chips.
• Online, Lay’s “ Chip Tracker” allows consumers to track back from the bag of chips, exactly where the potatoes were grown and where that particular bag of chips was made.
  消費者輸入外包裝的產品code加上zip code就可以知道自己現在吃的這包洋芋片是那邊種的？那邊製造的。
  
• OOH
  • Michigan
    文案 Proudly Supporting Local Michigan Farmers.
  • Chicago
    
    
    Read more at: http://www.huffingtonpost.com/tara-lohan/has-lays-gone-too-far-in_b_264333.html
     subway
    文案"Our Patatoes are grown closer than you may think"
    

PS: 話說這個音樂策略在1971年可樂廣告"Hilltop"中，就有一群真善美的人在山頂上唱“I’d Like to Teach the World to Sing”。

"In the U.S. they see [the Economist] as cool," says Nigel Ludlow, U.K. managing director of the Economist Group, the magazine's owner. "In the U.K., it is a more serious.

The average age of the Economist's U.S. subscriber is 39. In the U.K. -- where many associate it with the right-wing policies of Prime Minister Margaret Thatcher -- it is 47.

According to the Economist’s research, there are more than 3 million people in the UK with “high levels of curiosity” about the world. But the magazine sells 186,995 copies each week here.

Regular readers of the magazine loved the Economist’s traditional poster adverts but they did not connect with non-readers, according to the Economist’s UK publisher, Yvonne Ossman. “The brand left them cold,” she said.

The Economist is launching a radical new brand strategy with its first cinema ad in eight years – a 70 second commercial featuring a high-wire walker.

The Economist says that the “Let your mind wander” endline is "a metaphor for the inherent pleasure in connecting different ideas, and how this is reflected in the wide-range news and analysis available in a copy of The Economist".

這個廣告的背景聲音居然還這麼有學問
Music rises in the background along with apparently random sounds -- such as African music, a thunder clap, a cash register -- as the man jumps from wire to wire. Each sound and wire is meant to represent an aspect of the Economist's coverage. A Hare Krishna chant alludes to articles about religion. The thunder is a reference to global warming. A computer-generated voice, which is a reference to the Economist's technology coverage, can be faintly heard saying: "If we could look into the future what might we find?"

By jumping across wires, the man signifies the intellectual connections an Economist reader can make as he or she reads different articles, according to Mr. Ludlow.

The ad is designed to appeal to intellectually curious people interested in new trends.

坦白說，我看完這個TVC，我的mind是"wonder"驚嘆這個特技表演，沒有想到腦袋有wander遊走世界各個新點子或是事件。(兩個單字有搞混問題嗎？徐薇老師說wander你要到處閒晃流浪，當然是用walk走路的囉！而wonder可以用當你感覺很驚奇時，就會不由自主地 >O< ㄡ)

有人說會想起2006年BBC這個Rush Hour廣告，主角是David Belle，居然還有這種運動叫parkour(一項街頭疾走極限運動，并配合猿猴一樣的靈活攀越)。

1. 在全球不景氣下，推出一個六個月台幣薪水三百多萬的工作(US$111,000)，這種對比式的話題很容易吸引人。
2. 在國外reality shows很風行，此活動等於是全球版的reality show。2009年一月宣傳活動，2/22選出參賽者，參加者需準備 一分鐘自我介紹影片(elevator pitch)，5/4面試，5/8公布優勝者。整體的公關效益可以由「徵選」這件事情可以拉長作戰時間。
3. 此活動約可分為兩個階段：
   1. 第一個階段打知名度，藉由島的美來烘托出"best" job意涵，吸引人應徵此工作，譬如超舒適度假房間、潛水活動、島嶼整個景觀等等。(一般旅遊廣告是直接照美景，但是這個活動是用話題包裝了美景。)
   2. 第二階段導入吸引人的旅遊內涵：選上了island caretaker之後，此君過著快樂逍遙的生活，他寫的blog差不多就是形容這個天堂般的度假地，勾引人想要去那邊一遊。
4. 整體預算(約3840台幣)的十分之一拿來當作薪水。

不是因為他潛水技術好，或是相當瞭解自然生態，主要是因為他採用積極態度吸引媒體的注意。所以以下評審說：We were impressed by Ben’s proactive approach to campaigning for the Best Job in the World, which included organising media stunts and securing an extensive amount of media coverage.

這個一開始就設定好「尋找公關能力強的」，所以要應徵者拍一個六十秒的短片，以下就是Ben的應徵影片。據報導猛然的跳入冷湖水這一段，搭配Ben的旁白說: I am practically a fish myself. 最讓人眼睛一亮。

• 影片講「名模的故事」的故事，約四分鐘長度。
• 在twitter每個model有一個帳號，講述在店裡發生的有趣事情。
• 在facebook上有各modes的生活照相本以及12支小短片，除了跟消費者互動外，還不定期宣傳優惠。另外，消費者在Wall發言的內容，可能會被拿來作廣告。
• 活動網站：http://www.oldnavyweekly.com/ 每週推出一個折扣優惠主題，並請消費者就models的打扮給予評分，增添趣味。
• 另外將店裡的衣服目錄設計成像八卦雜誌。

• 時機點：經濟不景氣，很多星巴客營運點其實結束營業，消費者已經對價格敏感。所以麥當勞瞄準此點，努力吸收星巴客流失的客戶。
• 麥當勞開拓用餐以外的使用用途--咖啡商機點。
• 廣告地點：一打就直接打敵人老本營西雅圖，而且專挑離星巴客附近的戶外廣告，所以不管是星巴客的員工上下班，或是正前往星巴客的顧客，通通會看到。
• 長期戰術：戶外廣告特性就是通常會掛很久，加上麥當勞使用眾多數目的戶外廣告，拼下去了！
• 抹黑敵人：麥當勞攻擊昂貴或是勢利自負(snobby)的敵人，先直接貼一個標籤上去，點名攻擊。
• 提出主張：除了攻擊對方外，麥當勞也得要提出一個主張來，目前看到其打"McCafe Your Day"slogan，並且訴諸可以輕鬆每天享受頂級咖啡。因為便宜可以多喝吧，我想。
• 刺激試用：配合網站unsnobbycoffee.com，三不五時來個咖啡優惠卷。

• Location matters: McDonald’s picked Seattle because it is Starbucks’ home ground
• Long-term communication plan in mind: this is a follow-up to unsnobbycoffee.com to promote the launch of espresso drinks in the Seattle market
• Picking on just one point: position Starbucks as expensive or snobby
• A single consistent value proposition that cuts across segments: “We really wanted to point out that ordering an espresso at McDonald’s is quick and simple. Small, medium and large. It’s easy.”
• Aggressive intentions: some of the billboards were located near Starbucks cafes. Starbucks employees driving northbound can see the billboard on their way into the city
• Building credibility over the long term: “The thing about these comparative campaigns is you have to hammer away at them for a long time. You can’t just hit someone and then run away. You have to have a lot of marketing dollars to put behind it and that’s something that McDonald’s could theoretically do.”
• Capitalizing on market conditions: timing is everything with the current economic conditions. “A new type of consumer, more conscientious, less vain, is emerging. Fewer will be slaves to Starbucks”.
• Aim to win more market share from a new category: “We see ourselves as trying to enter a new category and steal as much of the breakfast and coffee share as we can garner…”

• 刊登於youtube首頁最新廣告版位tandem masthead。
  
• 麥當勞官網呈現一個精緻家庭戲院場景於 www.mcdonalds.com/mccafe，我覺得網站的影像很真實流暢。

• 也有TVC。

在不景氣的時後，想出轉化現實為娛樂來消除緊張的點子，總是吃香。大富翁經濟衰退版，蠻可愛的。

During a recession, it’s always good to see someone come up with some ‘reality with a twist’ entertainment to ease the tension. Monopoly: Recession Edition is a fabulously funny way to show indications of the current economic state.

• Instead of each player receiving $1500 at the start of the game, we would each receive $1000 (to reflect the $50 Trillion of wealth that has been lost in the last 18 months),
  為了反應財富的縮水，所以遊戲一開始原本每人可拿$1500，改為拿$1000。
• and instead of collecting $200 for passing “Go”, each player would collect only $100 (to reflect the massive wage losses seen in the last 12 months).
  為了反應薪資的縮水，所以以前要收$200才可以pass go，現在收$100。
• To further reflect the broader economic climate, no loans were permitted in the game (i.e., players were not allowed to mortgage their properties to receive cash from the bank, nor were players permitted to issue loans to one another).
  玩家不可以跟銀行抵押自己的財產，或是借貸給他人。

(source: http://blog.sentrana.com/tag/monopoly/)