Wednesday, August 18, 2004

:: adgruntie :: Can I get a wha' wha'?

+ More companies embracing guerrilla marketing. "Le Tigre, the apparel manufacturer whose polo shirts with a sprinting tiger logo were hip in the 1980s, is embracing guerrilla marketing to mount a comeback. In June workers took to the dirty streets of 5 major cities and using cleaning solvent formed the company logo from the grime. At the U.S. Open tennis tournament next month, shirtless men and bikini-clad women will hand out free t-shirts and wrist bands with the Le Tigre logo." It's interesting that they seem to think that they only way to get attention is by having half-naked people pushing the stuff. But I guess when you can't come up with a good idea, nudity is always an easy way out. Their first idea from June I think was much better.

+ Track those ads- now made easier thanks to Ad-ID. "But advocates say the biggest benefits are yet to come, as advertisers invest millions more dollars into directly targeting consumers rather than aiming scattershot spending across large audiences. The system can accommodate multiple versions of ads, modified by city or even household."It's going to allow advertisers for the first time to precisely target individuals for whom the message has relevance," said Peter Sealey, adjunct professor of marketing at the University of California at Berkeley. "This way we can create on the fly a different ad for a different household."" Targeting is good. Definitely makes sense to try to get your message as targeted as possible. Of course the only down side is that you end up losing out on those perphial folks that may not be your true target, but depending on their changing needs might be.

+ Tunnel vision for Royal Caribbean- "In a first-of-its-kind commercial for Greater Boston, subway riders will see an ad for the Royal Caribbean cruise line take shape outside the windows of Red Line trains as they travel toward downtown Boston. Think frame-by-frame animation: 400 still images have been placed on a 1,000-foot stretch of tunnel wall, between the Harvard and Central stations. Timed so riders see 24 images per second, lights flash on and off as a train passes, transforming the images into a moving montage of cruise-goers snorkeling, jet-skiing, and rock-climbing aboard a Royal Caribbean ship." Different. Sure is an interesting idea...and I like how it makes use of the medium.

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