People Are 'Getting It' In Austin

get_it_austin.jpg

It seems the Texas heat is causing people to get it all the time in Austin. The Austin-Statesman is running a promotional campaign with the tagline "How Do You Get It?" to promote the Austin newspaper and its online properties. One women gets it from her assistant, Ricky, on her desk. One basketball player gets it in the locker room. One student gets it from her guidance counselor. Hmm. One guy gets it from his dog. Yuck. One hottie got it her first week of college. One dude got it from his best friend's Mom. Uh, no thank you. Anyway, it's one of those campaigns that does cause you to go "hmm" and pay attention for at least a few more seconds than you normally would.

by Steve Hall    May-22-06   Click to Comment   
Topic: Campaigns, Commercials, Good, Newspaper, Online   

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



Comments



Comments

This is so unoriginal... We came up with this for our College Newspaper 3 years ago at The Minnesota Daily. www.mndaily.com

We even won awards for it.

http://www.cnbam.org/

I will try and get pictures later...

Posted by: scott on May 23, 2006 5:39 PM

Thanks scott, I agree with you.

Posted by: Mollie on May 24, 2006 5:19 PM

Yes, The Minnesota Daily came up with this similar campaign years ago and even led a workshop on it back in 2004. The tearsheets with dates on it can prove that this Austin paper needs to get their own ideas. Once difference I guess is that Minnesotans aren't that neo-conservative backwards enough to make this into a controversy like they did in Texas.

Posted by: Dan P on May 24, 2006 6:11 PM

Yes, The Minnesota Daily came up with this similar campaign years ago and even led a workshop on it back in 2004. The tearsheets with dates on it can prove that this Austin paper needs to get their own ideas. Once difference I guess is that Minnesotans aren't that neo-conservative backwards enough to make this into a controversy like they did in Texas.

Posted by: Dan P on May 24, 2006 6:12 PM

Most people in advertsing/marketing know that there is never a "NEW" idea, just better executions. Austin's approach is well done. It is doubtful that the Austin newspaper even knows about your campaign, college branding is not widely broadcasted.

Posted by: Staci M on May 24, 2006 6:19 PM

Most people in advertsing/marketing know that there is never a "NEW" idea, just better executions. Austin's approach is well done. It is doubtful that the Austin newspaper even knows about your campaign, college branding is not widely broadcasted.

Posted by: Staci M on May 24, 2006 6:19 PM

So a professional newspaper is now copying ideas from college student newspaper? This could just be a coincidence and I see this campaign fitting in well with a campus scene, but not for the capital city of a state. This is just in poor taste and someone in marketing needs to get fired... or go work for a college newspaper.

Posted by: Brent on May 24, 2006 6:20 PM

I agree with Staci that in advertising people copy ideas all the time. I don't know if this was well executed though. I can't imaging a paper in my city of Portland running something this tacky. It might fit in an alternative paper, but it's still not that creative. This would only appeal to a small number of their readers, the others would either be too young or old to understand it, and the rest would be offended. This isn't a way to brand journalism or the paper's advertisers. I just hope they didn't place one of these promotional ads on the same page as a United Way or Macy's ad.

Posted by: Laura on May 24, 2006 6:29 PM

I agree with Staci that in advertising people copy ideas all the time. I don't know if this was well executed though. I can't imaging a paper in my city of Portland running something this tacky. It might fit in an alternative paper, but it's still not that creative. This would only appeal to a small number of their readers, the others would either be too young or old to understand it, and the rest would be offended. This isn't a way to brand journalism or the paper's advertisers. I just hope they didn't place one of these promotional ads on the same page as a United Way or Macy's ad.

Posted by: Laura on May 24, 2006 6:30 PM

Can we do a MOE sighting down in Austin, TX next fall? Who works in marketing now that will schedule a roadtrip. I'm sure Melrose would pay for this as part of their IMC

Posted by: Dan Phan on May 24, 2006 6:34 PM

I've seen those billboards around Austin. What I'm wondering is who created the campaign.

Posted by: David Wen on May 24, 2006 10:41 PM

The Austin-Statesman created the campaign internally.

Posted by: Steve Hall on May 25, 2006 1:01 AM







Featured FREE Resource: