Out to Launch

Even Batman drinks milk. Bridezillas take Manhattan. Court TV takes the shirt off your back. Let's launch!

Food Network is looking for "The Next Food Network Star" and launched an integrated campaign to support the new series. Concluding on June 25, viewers will select the winner of a Food Network cooking program by voting live at FoodNetwork.com or by sending a text message via cell phone. Food Network created a 10-day online advertising blitz with an emphasis on AOL sites. AOL will deliver rich media units road-blocking the Top 5 trafficked entertainment portals where users will interact with streaming video and sign-up for e-mail reminders. Online ads are also running on Yahoo!, TVGuide.com, and Eonline. There's also a traditional aspect to the campaign, including local and national TV buys on broadcast, cable, and digital stations; spot radio buys in 20 markets, including San Francisco, Portland, Las Vegas, and Chicago; print ads featured in Us Weekly, Entertainment Weekly, TV Guide, and Inside TV; and outdoor ads in New York City and Los Angeles. I saw an enormous scaffolding billboard close to Grand Central Terminal. Media Storm-South Norwalk, CT handled media planning and buying. The campaign was created in-house with the help of AND co.

To promote "The Takedown," a new show airing on Court TV, Night Agency hit the streets of New York, Jacksonville, Phoenix, Richmond, Va., and Memphis. Men sported "Don't Lose Your Shirt" messages on their backs, looking eerily similar to the famous GoldenPalace.com tattoos, and conned innocent passersby with three-card monte tricks. Bystanders were then directed online where contestants could enter a chance to win a trip to Vegas and play some blackjack. The show revolves around a reformed con artist who attempts to "take down" high-tech security systems. The catch here is that the con artist was hired by the very company he is attempting to "take down."

How much fun is it to dive into a giant wedding cake, while dressed as a bride, get completely messy, all for a chance at winning $50,000? I wish I could answer that. To celebrate the second season of WE's "Bridezilla," 20 brides-to-be jumped into a giant wedding cake in Times Square to search for a ring box worth $50,000. The event was produced by the michael alan group, New York.

GM Certified Used Vehicles launched a campaign this week urging consumers not to stress when it comes to buying a used car. Using the tag line "GM Certified Used Vehicles: No Worries," the campaign uses a flash card approach to depict used car problems GM Certified owners tend to forget about. Images consist of a tow truck, hitchhiking, call box, flares, hydraulic lift, breakdown lane, and leaky oil. The campaign also highlights the benefits of buying a GM Certified Used Vehicle, such as a 110-plus point inspection, a three-month/3,000-mile warranty, and competitive financing. Print and online ads are running in Essence, People, Sports Illustrated, and Better Homes & Gardens, and on AutoTrader.com, AOL Autos, and Kbb.com. Ads targeting the Hispanic population are running in People en Espanol, Ser Padres, and on MSN Latino. Mullen created the campaign.

Verizon launched a corporate campaign last week consisting of print, TV, and online ads. Using the tag line  "Richer. Deeper. Broader," the TV and print ads show "hyper real" situations to convey the power of a broadband experience. Verizon also launched a Web site that serves as a digital documentary where consumers can tell their stories of how a broadband connection enriches their lives. The TV ads will be seen on national cable networks and the print insertions will appear in a series of weekly and monthly magazines throughout the remainder of the year. In "Enlightenment," a paperboy delivers the morning paper to a house. As he rides off, he is followed by hundreds of boys and girls delivering items ranging from magazines to art, and CDs to movies. Verizon's corporate agency, McGarry Bowen, created the mass media campaign; Burrell Communications and La Agencia de Orcí & Asociados contributed to the effort. Verizon's interactive agency, R/GA, created the online ads and Web experience.

Monster launched a national ad campaign that celebrates people's unique talents, human spirit, and desire to excel and make great things happen at work. The first commercial, "New Monster. New You," will air throughout June in primetime, late night, and early morning on CBS, NBC, ESPN, TBS, TNT, USA, VH-1, E!, Soapnet, and Comedy Central. Set to Electric Light Orchestra's 1970s song "Do Ya," the spot features Monster's redesigned Web site and celebrates the excitement of finding the right job. Additional TV spots, along with print ads in national weekly, monthly, and trade publications, will launch this summer. Media buying and planning was handled by deutschMedia; Brand Content created the campaign.

Arnell Group has created the latest campaign launched by 1800 Tequila. The creative supports 1800 Tequila's existing tag line "A Little Bit Older, A Whole Lot Bolder" with new executions that include: "The Ultimate Night Out," "The Ultimate Body Shot," "The Ultimate Smooth Move," and "The Ultimate Ice Breaker." In "The Ultimate Ice Breaker," a beautiful young woman in a trench coat flashes two young guys who have been too shy to make their move. They all have a good laugh, as the guys are privy to the secret of what she's wearing underneath. The ads debuted in June issues of ESPN, FHM, Maxim, Playboy, Rolling Stone, and Stuff. Outdoor executions will appear in Dallas, Detroit, Houston, Los Angeles, and San Diego.

Add "milk moustache" as an accessory to the Batman's utility belt. Batman is the latest spokesperson to don the milk moustache while promoting "Batman Begins." The ad debuted in the May 20 issue of Rolling Stone.  The copy reads: "For the hero in all of us. Milk's 9 essential nutrients give me the strength and energy I need to fight the forces of evil. Not drinking milk? Now that would be a crime." Lowe Worldwide created the ad that is currently running in entertainment magazines along with publications targeting young boys.

Blattner Brunner, Pittsburgh wrapped up its first work for Cub Cadet lawn tractors. In "Lose the Belts," it occurs to the Cub Cadet engineers that the solution to drive belts that stretch and slip is to eliminate them entirely. The revelation comes after an engineer trips and accidentally wipes a belt diagram from a dry-erase board. In "Zero Turning Radius," the engineers are inspired to make Cub Cadets turn more tightly after seeing a dog chase its tail and square dancers swing their partners. Both ads use the tag line, "The Science of Common Sense." The campaign targets D-I-Y'ers and will run in "Grass belt" DMAs including Tulsa, Okla. Charlotte, N.C., Raleigh/Durham, N.C. Memphis, Nashville, Kansas City, St. Louis, Des Moines, Cincinnati, and Pittsburgh. The spots will run on all broadcast networks, and ESPN.

On to the Web site launches.

ABSOLUT Vodka wants to match an ABSOLUT vodka flavor with the personality of vodka drinkers. Enter "Find Your Flavor." The microsite matches users up with an ABSOLUT flavor, then suggests ideal summer cocktails to match your persona. Sample questions asked include: "What items would you choose to save from a burning house?" "What items would you pack for a long weekend?" and "What kind of TV stations do you watch?" Depending on my mood, I've been apeach and citron. Consumers are timed, and have 90 seconds to select their answers. The microsite also includes summer cocktail recipes, a database of flavored drinks, screensavers, and downloads.  Springtime (Stockholm) created the site.

imc² has designed SiteInformant, a newly formed division of interactive agency Informant Ltd. The site supports the marketing efforts for SiteInformant - a service to help marketers automate their market research and business intelligence efforts. Using proprietary technology, SiteInformant automatically scans each page of a competitor's Web site every day, capturing any changes and sending an e-mail notification to subscribers when changes are found. SiteInformant is available as a subscription service for clients.

Recommend (2) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
  • NEW! If Your Bed's Not A Rockin', Your Mattress Will Start Talking

    How can a mattress company use big data? By informing its customers that too much sleep and not enough action is taking place between the sheets. Mattress company Dunlopillo is using technology to bring couples closer together. Targeting the overworked couples who spend all day at work, dinners at home ...
  • NEW! Famous Internet Memes Star In Delta's Latest In-Flight Safety Video

    It's safe to assume that more people would watch airline in-flight safety videos if they weren't bland, boring and never-ending. In an effort to remedy this issue, Delta's latest video plays on society's obsession with Internet memes and YouTube videos. Entertainment must be fast, funny and come in small clips. ...
  • NEW! Gatorade Creates Homage To Sweat, Voiced By Michael Jordan

    Gatorade has created a 60-second spot dedicated to a specific kind of sweat: earned sweat. "We Love Sweat" is perfectly voiced by Michael Jordan, a man who knows a thing or two about the topic. Athletes push themselves hard and pick themselves up when they fall. The more they sweat, the more ...
  • California Realtors Make A Short Story Long

    California Realtors has launched a "Long Story" ad campaign that takes typically short stories and drags them out. In "Biker," two women ask a man where he bought his adorable bulldog. The guy goes on a tangent involving a realtor, garage space, Mexican food and his puppy. The spot ends with ...
  • Thanks To Virtual Reality, Man Sees Birth Of His Child 4,000 Km Away, In Real-Time

    Here's a great example of technology bringing families together when they are miles apart. An Australian couple were separated by 4,000 km -- Mom is in Perth while Dad is working in a remote part of Queensland -- just as mom is about to deliver the couple's third child. Enter ...
  • PGA TOUR Revamps iPad App

    Random iPad app of the week: The PGA TOUR updated its iPad app with a bevy of features any golf lover will enjoy. The app uses real-time predictive statistics, both for players and the field. Stats, which are updated after each stroke, include driving accuracy and distance, distance to hole ...
  • Volkswagen Launches Video Series Dispelling Diesel Myths

    Volkswagen Golf TDI launched an adorable social media campaign dispelling myths about diesel. The clean diesel campaign stars the "Golden Sisters," a sassy group of older women with a sense of adventure. To debunk the notion that diesel cars are sluggish, the sisters are treated to a fast ride from ...
  • NEW! Octopus Takes Underwater Pictures For Conservation Fund

    Should I be impressed or depressed that an octopus can take pictures comparable to my own photo gallery? And what do you call an octopus photographer? An octographer? The octographer in question is a female octopus named Rambo who lives at Kelly Tarlton's SEA LIFE Aquarium in Auckland, New Zealand. ...
  • NEW! Give Your Car The Mad Max Treatment With The Dusty Car Wash

    Canada can keep this campaign. In a campaign for the movie "Mad Max: Fury Road," a section of downtown Toronto turned post-apocalyptic, with scrap metal, pyrotechnics and colored smoke grenades. The best part of the campaign was the dusty car wash, as in: people were encouraged to bring clean cars ...
  • NEW! Talwar Bindi: A Life-Saving Dot That Dispenses Iodine To Wearer

    Simple, yet life-changing. Millions of women living in rural India suffer from diseases that are linked to an iodine deficiency. To ensure that women get their required dosage of iodine, Grey Group Singapore's philanthropic arm, Grey for Good, partnered with the NGO, Neelvasant Medical Foundation and Research Center, to produce ...
>> Out to Launch Archives