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How Big Pussy Whacked A Mobile Effort Before It Started

Jeffrey Hayzlett, CMO and VP, Eastman Kodak Company, married his brand to the mob, with a mobile ad where a malfunctioning printer gets whacked. Eastman hired Vincent Pastore, the actor who played "Big Pussy" on the Sopranos, to do in the printer and deliver the message that it should have used Kodak ink. Hayzlett says the brand then played the ad in theaters, because of its cinematic elements. However, that presented a real issue with the activation. "What's the first things everyone does when they get int he theater," asked Hayzlett, nearly slapping his forehead with the realization that people shut their phones down dearly immediately. "It was cool. It was great, but it didn't capture consumer behavior." big pussy

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1 comment about "How Big Pussy Whacked A Mobile Effort Before It Started".
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  1. Domenico Tassone, October 31, 2009 at 8:14 p.m.

    Sounds like this program was about as well thought-out as it was creative - yet another tired mob cliche.

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