Boston Center Stage Again In Guerrilla Campaign Foolery

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Does this sound familiar? "There had been no complaints in the 22 other cities in the United States and Canada that were part of the promotion." Ding, ding! Yes, Boston is front and center once again in guerrilla marketing news. Launched January 23, just days before the cartoon Network debacle, Dr. Pepper held a 23-city hunt for coins that would ultimately lead to a $1 million prize. Contestants would find codes under bottle caps, enter those codes into a special website and be given additional clues to physical locations throughout the 23 cities where they would find the coins. The coins would then be redeemed for between $10,000 and $1 million.

Dr. Pepper parent Cadbury Schweppes canceled the campaign after hearing Boston officials had closed the 347 year old Granary Burying Ground (originally closed due to icy paths, not the contest), the location of one of the final coins. The cemetery stayed closed once officials realized all the people trying to get in were in search of the coin, not to tour grave sites.

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by Steve Hall    Feb-24-07    
Topic: Guerilla



Ad Popularity Poll Genesis of CareerBuilder Agency Review

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It seems $50 million dollar marketing decisions can now be made on the basis of winning or losing a newspaper's ad popularity contest. Yes, that's right. CareerBuilder has placed its account in review because its ads did not make a top ten appearance in USA Today's Super Bowl ad poll, a tiny survey based on just a few hundred people with absolutely nothing to do with whether or not an ad affected sales.

Cramer-Krasselt President Peter Krikovich is pissed. Livid. Dumfounded. And steaming mad and tells Advertising Age he responded to CareeBuilder's opening a review based on the poll by asking, "You have to be fucking kidding me, right?" The agency has resigned the account and will not participate in the review.

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by Steve Hall    Feb-24-07    
Topic: Agencies, Brands, Strange, Worst



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