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Vespa Offers Free Parking in NYC

by DOmedia on July 25, 2007 in Alternative advertising, Branding campaigns with No comments

I ran across this promotion recently which really captured my attention. Apparently Piaggio Group USA (importers of the iconic scooters you see zipping around town) partnered with select Edison ParkFast garages in the Big Apple to offer free parking to riders of these little eco-sound vehicles for a limited time (you didn’t think “free” was going to last forever, did you?). They took 2 standard size parking spots and converted them into 12 branded scooter-size slots. The creative execution backs the company’s initiative to encourage city officials to expand the amount of scooter-dedicated parking. Of course, the visible branding doesn’t hurt either.

NFL to Use Photographers to Promote Sponsors

by DOmedia on July 23, 2007 in Sponsorships with No comments

AdFreak recently commented on the NFL’s latest rule change requiring sideline still photographers to wear league-supplied vests carrying two of its sponsors’ logos (Reebok and Cannon) on the back. This raises an interesting question for asset owners and advertisers alike ‘€¦ how far does ‘€œownership’€ extend? In this case, who ‘€œowns’€ the photographers’ clothing? The NFL? The Newspapers that employ them? Or…<GASP>… do the photographers themselves actually have a say in the matter?

While the journalists affected argue the issue of bias, there’s also a pretty basic question of money. I may be out of line here, but somehow I don’t think the NFL is sharing their sponsorship revenue with the newspapers or photographers affected. Plus, making matters slightly worse, by requiring these reporters to wear vests emblazoned with the NFL sponsors, the league is effectively eliminating the papers’ or individuals’ right to make their own deals and generate additional revenue streams.

Which brings us back to the original question: exactly how far can an organization go when declaring possession of people, places or things? And then selling them to someone else…

Nationwide Insurance Wallscape

by DOmedia on June 3, 2007 in Alternative advertising, Branding campaigns with No comments

When I think of insurance, I typically don’t think of creativity or innovation, however, this recent wallscape installation for Nationwide got me to stop my scooter and take a second look. Its part of their “Life comes at you fast” campaign.

I tried to capture the series but the surroundings made it difficult. Three separate panels. Paint spilled down the middle panel, on the wall, and onto the parking lot and three cars. Awesome.

Nice job Nationwide/Orange Barrel Media.

The original “non-traditional”

by DOmedia on May 28, 2007 in Alternative advertising, Branding campaigns with No comments

A few months ago I snapped this pic of the Goodyear blimp from my backyard while playing while playing with Mickey (my dog). The blimp is actually in town quite a bit during the fall for Buckeye football. This shot was from the weekend the blimp was in town for the first round NCAA tourneys. Haven’t really thought about it much but while in LA over the memorial day weekend, I saw so much outdoor advertising and it got me thinking… who was the “originial non-traditional”? Got me thinking… gotta be Goodyear.

So I decided to google the airship and here’s the deal… since 1925 Goodyear has used over 300 airships to get their brand in front of audiences around the world. Superbowls, Olymics, Indianapolis 500, World Series… every single outdoor event (and then some others)… just look in the air and there’s the blimp.

Countless other advertisers have tried to replicate the success of the blimp but it’s still the Goodyear blimp that people young and old point to when it flies over stadiums and major events around the country.

Nice job Goodyear.

Bring Back the Love.

by DOmedia on May 20, 2007 in Advertising with No comments

Check out this brilliant video… it’s a parody created by a marketing manager at microsoft (I know… Microsoft!) to help communicate the current state of the relationship between advertisers and consumers.

Click Image to Play Video using the Glance.TV video player

Consumers are in control now and that marketers must now engage consumers on their own terms. Marketers that “get it” will be invited to have meaningful conversations and an ongoing relationship with consumers.

The projects blog is called bringbackthelove.com and I believe was inspired by David Armano’s Business Week article titled It’s The Conversation Economy Stupid.