Nike Launches New York City Scavenger Hunt For Air Force-X MID

On Friday, Nike's Operation 6453 begins. It's a scavenger hunt set in New York City that combines SMS short codes with an on-foot search for 16 poster locations throughout the city. Entrants must send a blank SMS to short code 6543 (NIKE) to receive registration instructions. At the registration site, a map will indicate the general location of the posters then an SMS short message sent by Nike to entrants will alert players to the cross streets of the latest posting. Once players spot the posters, they send a short SMS message back to Nike which registers the time they saw the poster. The shorter the time between the poster's posting and players' SMS response, the higher the score. There will be four postings per day. At the end of the four day period, the players with the highest scores will win a limited edition version of Nike's Air Force-X MID designed by legendary NYC street artist, Stash. Runners up will have a chance to purchase the shoes at an exclusive pre-launch event.

by Steve Hall    May- 6-04    




What Really Matters: Two Days At The Groton School

A Ticket to the Game of Life

Activity on Adrants has been light the past couple days and now I will tell you why. About four miles from the posh, suburban offices of Adrants lies the spectacularly gated, storybook world of The Groton School. Entering the campus through an imposing brick and iron gateway, one is thrust into a world experienced only by a privileged few. Having lived in Groton for six years, I've passed through that gateway several times for various reasons, mostly to visit the art camp my wife runs during the Summer, but today and yesterday, I passed through them for a very special reason - to proctor Advanced Placement exams for the privileged few who will be the future leaders of our world.

The pressure to succeed for these students -and all students - can be all-consuming. In the middle of the Calculus exam one girl's calculator batteries died. I saw a look of despair and horror cross her face as she raised her hand frantically to get my attention. As I neared her desk, she was shaking and almost crying. The pressure revealed. Luckily, I had seen another student who had a set of extra batteries lying atop his desk. I walked quickly over and asked if he would let another student use his batteries. He said yes. I grabbed them and hurriedly walked the batteries back to the girl who placed them in her calculator. As she looked up and thanked me, her expression shifted dramatically to one that looked as though I had just plucked her from the deck of the Titanic the moment it went under. I guess, in a way, I did.

Sitting the "Schoolhouse" where the exams are held, I felt as though I was trespassing on the hallowed grounds of the most successful and privileged people in the world. Beneath a magnificent, exposed beam ceiling and busts of well known historical figures placed around the room's edges are embossed wooden panels listing the names of each year's graduating class from 1886 to 2003. It's quite impressive.

Say what you will about the prep school stereotypes but succeeding at a school like The Groton School can propel one into the Ivy League of colleges and into the upper echelons of our business-driven culture. Granted, a prep school education and a college degree does not define the person but it can most assuredly be instrumental in placing one in the top consideration set for a much sought after position in the cut-throat game of life. For me, it was fascinating to witness a small part of that preparation for the game.

by Steve Hall    May- 6-04    




Spiderman 2 To Be Plastered All Over Major League Baseball

"Nothing surprises me these days," said New York Mets manager Art Howe on Spiderman 2's Major League Baseball sponsorship. "As long as it doesn't affect the play on the field, I don't have a problem with it. It's just a sign of the times." That sums up many an attitude on the inevitable proliferation of advertising these days.

McCann Erikson has put a deal together with its clients Major League Baseball and Spiderman 2 distributor Columbia Pictures. The deal calls for the Spiderman 2 logo to be plastered all over most Major League Baseball fields as well as the actual bases over the weekend on June 11 through 13.

While this is a fantastic advertising tactic by McCann Erikson, it's also cause for concern over the sanctity of the sport. Former baseball commissioner and former Columbia Pictures president Fay Vincent said, "I guess it's inevitable, but it's sad. I'm old-fashioned. I'm a romanticist. I think the bases should be protected from this."

Baseball's SVP for Marketing and Advertising Jacqueline Parkes dissed the old fart saying, "We are trying to reach people 6 to 18. He is past that category in all respects."

by Steve Hall    May- 6-04    




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