Out to Launch

Lights out. Guerilla Marketing. Who isn't doing it? Welcome to highlights of ad campaigns launched recently.

BRAVO is partaking on a stunting event, entitled, "The Big Beautiful Blow Out," this weekend to promote its upcoming series, "Blow Out." This Saturday, New York City's Times Square and LA's 3rd Street Promenade will turn into giant Hair Salons. The salons, complete with reception lounges, rejuvenation stations and "Virtual Makeover" kiosks will cater to passersby - who will have the opportunity to get a new look. Blow outs, bang trims, flat iron treatments and hair accessories will take center stage. The "Virtual Makeover" kiosks are where patrons will have the opportunity to snap a digital photo of themselves and instantly try on celebrity hairstyles and new looks for a virtual makeover. A CD-ROM will be provided so that new looks can be emailed and shared with friends. Free mini brushes will also be on hand, along with styling tips from "Blow Out." "Blow Out" takes viewers behind the scenes of the grand opening of Jonathan Salon in Beverly Hills, CA, where glamour and beauty are the business of the day.



To promote its news show Big!,Discovery, ("I love guerilla marketing,") Channel will have a one-and-a-half ton working popcorn machine in New York this Sunday, June 6. The giant popper is as tall as a three-story building and will be located outside the Sony Loews IMAX Theater on Broadway and 68th Street on Sunday from noon to 3:00 p.m. The Discovery Channel show is about building big things and then going into the mechanics of making something of that size. An estimated 6,000 bags of popcorn will be given away during the 3-hour event. Interference created the event.

U.S. Concepts launched an expanded 2004 version of the Great Safety Adventure mobile tour, which the agency created for the Home Safety Council, a 501 (c) 3 non-profit organization, last year. This year's aim of the Great Safety Adventure is to expand its public policy efforts and attract public officials to the school venues. The mobile experience educates children on potential safety hazards in their homes and encourages them to alert parents to those dangers in an effort to prevent unintentional injuries in the home. The Great Safety Adventure began in February and runs through mid-December touring elementary schools, Lowe's Home Improvement Warehouses and special events across the country. The tour expanded into markets that have a greater probability of latchkey kids - most notably urban markets. The Great Safety Adventure first started in 1999, in response to the nearly 20,000 deaths that occur annually in family homes, and the nearly 20 million Americans who seek medical attention, due to accidents involving poisonings, choking, falling, and fire each year.

Last of the guerilla campaigns, Toyota Scions are making their way to the East coast, and in an aggressive marketing fashion. The "Do It Outdoors" campaign, created by Scion and Zenith, mapped out designated routes to reach the target market of males, 18 to 24 and involve them with the Scion brand. Young street teams were hired and trained on Scion's key messages; mobile billboards with built in sound systems played hip hop music while the teams gave out CDs and other ad specialties about the brand. Scion will visit major urban markets, including Philadelphia, New York, Miami, Charlotte, Dallas Boston, Tampa, Houston, and Atlanta.

McDonald's unveiled its latest slew of "i'm lovin' it" TV commercials, and called on a few agencies to design ads for its ongoing brand campaign. The commercials feature a broad range of storylines and "i'm lovin' it" music adaptations to appeal to McDonald's diverse customer base. The spots will air in McDonald's countries around the world throughout the summer. They include: "Dog," "Boardwalk," "Hangin' with Ronald," "Ball Bag," and "Moms" all created by Leo Burnett; "First Fries," created by DDB; "Fuel Red," created by Burrell Communications; and "She's Mine," created by dRM DDB. Additional "i'm lovin' it" commercials will be released by this summer themed to the Olympic Games in Athens. They will feature Justin Timberlake, Yao Ming, and Venus and Serena Williams.

Next week, the CT Lottery will launch a TV spot for its bingo scratch games. Developed by Cronin and Company, the 30-second spot entitled, "Bingo Night," is set to an original polka song composed for the campaign. The spot opens on a large, changeable letter sign that reads, "Bingo tomorrow night." The shot of the sign holds throughout the spot, but as cars pass in front of it, the message changes to say, "Why wait?...", "With bingo scratch games from the CT Lottery...", "Every day can be bingo night...", and "Even pot luck Wednesday." The spot will run through the end of June.

The Advertising Council and Girl Scouts of the USA launched a series of PSAs to encourage girls to develop and maintain an interest in math, science and technology. The TV, print and online ads were created on behalf of the "Girls Go Tech" campaign, which launched in January 2003. The new PSAs target young girls; the previous PSAs targeted parents. The "Girls Go Tech" campaign is part of Girl Scouts' ongoing effort to prepare today's girls to seize the technological opportunities and challenges of the 21st century. The TV PSAs highlight the math, science and technology behind everyday life, as seen through the eyes of two young girls. As they walk down the street on an ordinary day, they see their surroundings momentarily and magically transformed. At the end of the PSA, the voiceover says, "Set your sights on math and science. It's a great way to see the world." The campaign was created pro bono by the Kaplan Thaler Group.

In website launches this week:

The Cimarron Group has launched a new website. Designed with a Flash interface that pulls from a proprietary content management system database, the site groups similar projects together. Projects can also be grouped together by brand or campaign. For example, when viewing the House of Sand and Fog movie trailer, visitors will also see the House of Sand and Fog poster and website projects listed.

TahitiPetey Enterprises has launched an online Travel Club for individuals 18 years or older. The Club is intended to become the core of a global travel social networking membership organization, and a highly integrated travel services company. The TahitiPetey Travel Brand will include a chain of Travel Cafés and Grills, a 24-hour Online Travel Programming Network, a line of TahitiPetey Resort and Beach Wear, plus a unique loyalty program where Members earn TahitiBuck$ towards free vacations.

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