Worth Mentioning
NBC’s Tsunami Aid concert: This live, two-hour concert showed the entertainment industry at its best: Players channeled their marketing smarts to raise money for the American Red Cross. This gig aired commercial-free (thanks to sponsor SBC Communications) on eight NBC-owned TV networks just 20 days after the tsunami hit. On-stage were stars like Madonna, Eric Clapton, Elton John and Norah Jones, backed on the phone bank by the likes of Ben Affleck, Matt Damon, Johnny Depp and Leonardo DiCaprio. The result: $18.3 million raised — and not a brand tie-in in sight. Standing ovation.
Feel free to belch: Shrek 2 fans who popped for a Pepsi/Frito-Lay/Masterfoods “combo meal” at theater snack bars got a Shrek 2 activity book. The value-add borrowed Shrek-quity that much more — and put a new spin on what constitutes a “meal.”
Long-playing Idolatry: American Idol still draws fans — even the losers, even in Season Three. Kellogg added a costumed character Yeti for its third go-round, a summer concert tour starring American Idol 3 contestants and pitching Pop-Tarts as freezer snacks (mmm, Chocolate Chip Cookie Dough). Yeti hung with DJs and Idol fans for two days before each concert.
Best seat in the house: Ashley Furniture sales sprang up 90% for recliners (45% overall) after fat cat Garfield perched in an Ashley recliner in Twentieth Century Fox’s Garfield: The Movie and furniture retailers — who rarely use branded promos — gave Garfield plush toys with purchase. A sweeps (via Centra Marketing & Communications, Westbury, NY) awarded a trip to the premiere. Retail display rose 37% (goal was 25%).
Rock the Vote:
Cadbury Schweppes put pop stars on 7-Eleven pop cups, gave 30-cents off to shoppers who pledged to vote and gave out one million voter registration forms (by working with 37 states). Ben & Jerry’s gave away 50,000 iTunes downloads in one week (not four months, as planned) when site and Scoop Shop visitors signed an oath to vote. Cool contributions to a heated election.
Remote meets mouse: Mercedes-Benz USA accelerates beyond the “professional driver on a closed road” ad model with an on-air link (just click the remote) that lets DISH satellite viewers see photos, order brochures, get details on a 35-city test-drive road rally. It’s TiVo fault — and TiVo’s future.
