Hitachi Insert Searches For Inventors


In a recent issue of Wired, Hitachi placed an ad with an attached drink coaster. In the back of the coaster it ask people to sketch plans for a new device based on Hitachi hard drives, fill out an actual patent form on the back of the full page ad and "toast to your brilliance." Whether any patented inventions come from this insert or whether this coaster inset ever finds it's way into a bar, we may never know. You can't have enough drink coaster, though, so you might as well make use of Hitachi's. Images from Tian.

Not that coaster marketing is anything new but Renegade Marketing wants you to know they did a similar thing earlier this year for Inside TV.

by Steve Hall    Sep-30-05   Click to Comment   
Topic: Magazine, Point of Purchase   

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I was at a friend's apt. last night and saw this on his table strewn about a pile of mags. one of which I assume was wired. I picked it up, read it, and was thoroughly confused. Seriously wtf? Hitachi Hard Drives promoted through coaster insets?

Posted by: anon on September 30, 2005 1:25 PM

That was what that was. I just figured Wired was trying to make it harder to debark.

Posted by: tabgilbert [TypeKey Profile Page] on September 30, 2005 4:10 PM

Ahem. Suspiciously similar to the creative for another insert campaign that ran earlier in the year (trade press, not consumer).

The 4/25/05 issue of AdAge had a bar coaster insert campaign for the launch of Inside TV magazine (prompted reader interaction with phone number to call).

Posted by: s on September 30, 2005 4:39 PM

Well, how different can one coaster be from another? :-)

Posted by: Steve Hall on October 2, 2005 6:48 PM