This is truly brilliant. With free WiFi popping up at cafes the world over, the number of people impolitely "stealing" it without so much as buying a simple coffee has increased as well. To both reprimand and capitalize on this trend, Holland-based CoffeeCompany, with help from THEY, has started promoting menu items through people's WiFi menus.
By continuously changing the names of their store networks to such things as OrderAnotherCoffeeAlready, BuyCoffeeForCuteGirlOverThere?, HaveYouTriedCoffeeCake?, BuyAnotherCupYouCheapskate, TodaysSpecialExpresso1.60Euro and BuyaLargeLatterGetBrownieForFree, the chain is able to both promote items as well as guilt patrons into realizing free WiFi really isn't totally free.
This week, Angela and I will dive headfirst into that massive online marketing conference known as ad:tech. We will be having so much fun...uh...working so hard, we won't be able to properly provide you with the editorial goodness you've come to know and love. So, we're shutting down for a week. Turning things off. In place of our editorial goodness, we'll probably post an image of Donny Deutsch in his Speedo or a giant Enfatico logo on the homepage just to remind you of the oddities the advertising business is so apt at serving up.
Oh come on. Seriously! That'd be like Advertising Age announcing they'd go dark because Bob Garfield threw a temper tantrum and sent everyone home for the week. Of course we're going to publish. Every day. Like we always do. There will just be less Angela and Steve and more Make the Logo Bigger's Bill Green, who will be guest writing for the week. If you've read Bill, you know he's got the same disdainful love for the business as we do and he'll be twisting the knife into advertising's under belly all week long.
Please welcome Bill. We're excited to have him. You'll see Angela and me from time to time throughout the week, bringing you updates from ad:tech, as well as a few things I'm sure each of us won't be able to leave alone.