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1993, Can You Hear Me Now?

Try asking someone where the nearest telephone booth is. Chances are they’ll give you a clueless smile and offer you their iPhone. Droga5 restored the telephone booth’s use in a new campaign for the New Museum’s exhibit “NYC 1993: Experimental Jet Set, Trash, and No Star.” Dial 1-855-FOR-1993 from any of the 5,000 pay phones in Manhattan and you’ll receive a recorded lesson on the history of the block you’re calling from and the tenants who lived there. This interactive campaign perfectly compliments the exhibit and gives Manhattanitesan an excuse to put down their smart phone and pick up a smarter phone. 


"Slowmercial" Targets YOU (Most Likely)

I am one of the 80% of people who records shows in order to bypass the annoying/tiring/un-clever commercials that pollute my TV viewing time. But this phenomenon has posed a major problem for commercial advertisers as their ads are going unwatched; their money going to waste. DDB Brussels figured out a way to showcase the new Volkswagen bug convertible and capture the attention of serial fast-forwarders with the “slowmercial.” The movement of the bug’s top going down in front of a sunset is relatively static so that the message is conveyed like a print ad when the commercial is fast-forwarded. DDB Brussels’ ingenious commercial is sure to be the first of many since it claims to “have up to 50% more impact than an ordinary TV commercial” by reaching both live and delayed viewers. 

[Via PSFK]


To market Mikado candy (or prove that chocolate really is irresistible) French agency Buzzman developed the "Resistance Test." People were planted in the audience to approach the Mikado dispensary and press a red button releasing a box of Mikado. But instead of walking away with candy in hand, they were engulfed by a trap door and dropped into a crazy (pre-taped) situation. Each execution was offbeat and funny to capture viewers' attention and test their resistance! The tests were paired with average individuals getting the candy successfully. Now if you'll excuse me I'm off to the market to buy some....errr....groceries?


Coke Zero Secret Taste Test

Blind taste tests are nothing new. But what if the participants don’t know that they’re participating in anything but a standard flight? Coca-Cola, a company known and celebrated for their experiential campaigns, wanted to prove that Coke Zero offers the same taste as its big brother. Flight attendants distributed Coke Zero to all passengers but gave people the option to switch to classic Coke if they preferred. For those that requested regular Coke, attendants secretly placed a Coke Zero inside the original cup. As everyone was enjoying their respective drinks a video started and asked the audience’s classic Coke to open up their cups and take a look. This lighthearted stunt reveals that Coke Zero cuts calories, not taste. Not only does this activation prove its point, but the strategic change of venue increases the message’s impact and provides a captive audience. 


Share Good to Get Good (Mac & Cheese)

Whenever I see a massive PR stunt I feel a pang of jealousy. Why am I never lucky enough to experience a guerrilla event to brighten my lackluster afternoon? Annie’s Homegrown Inc., a Berkeley-based company who practices organic farming to produce organic goods, wanted to create brand awareness while showcasing their core values. A larger-than-life box of Annie’s mac and cheese requested people to “tweet something good to see something good.” And boy did they follow through with their word. A giant bunny serving macaroni, multiple magicians engaging with the growing crowd, and a band jamming in the town square combined to #ShareGood. By distributing samples of mac and cheese to everyone, Annie’s was able to start new relationships with people that might have passed them by in a crowded grocery store isle. And if you have ever had Annie’s you know this is a true present.    


A Very Experiential Chinese New Years

This past weekend was the celebration of the Chinese New Year Festival in San Francisco's Chinatown. A number of well-known brands chose to take part as a great way to connect with thousands of their target consumers in a highly interactive environment. Below are some examples of both guerrilla and experiential tactics that were used by Coca Cola, McDonald's and Toyota.

Coca-Cola, the world's largest soda company, went big this [Chinese New] year. Coca-Cola's booth included a giant coke bottle equipped with a touch display slot machine. Crowds of people lined up to take a turn while others gathered to watch the fun. Everybody left a winner with a free sample of their favorite soda in hand. Coca-Cola was able to capture the reactions and made quite an impression at the festival. 

McDonald's, everyone's favorite fast food/guilty pleasure, made their presence known. McDonald's famous Ronald McDonald made a guest appearance. Street teams distributed gift cards ranging from $2-$5 to eager kids lined up for their chance to score a complimentary happy meal and a pic with Ronald McDonald. A shining example of instant digital integration, patrons' pictures were uploaded onsite to McDonald's Facebook (with their backdrop and watermark attached and all!).

Toyota painted the town red - the Chinese color of good fortune and joy. Toyota's Corolla and Camry featured large displays showing the Chinese versions of their commercials. For a more interactive booth, Toyota included an augmented reality game enticing consumers to engage with friends and family. By constructing an original and interactive booth, Toyota took advantage of the opportunity to reach out to new consumers and enlighten them about their newest products.