Thursday, 21 December 2006

Save the Mistletoe by Smirnoff

From AdRants:

"Smirnoff Ice's Save the Mistletoe is an amusingly long-way-around attempt to say Smirnoff brings people together (just like mistletoe - so stop ravaging innocent bushes).

While we remain unmoved by the plight of the sprig, the execution wins us over. By some curious witch magic the campaign features celebrity supporters that we thought were long dead or had found joy in covert day jobs. Natalie from The Facts of Life, Lisa Turtle from Saved by the Bell, Tiffany who crooned "I Think We're Alone Now" and even the Soup Nazi band together to protect the kissing plant from further appropriation by brute force." You can see their protest video below.

All this was supported by the website at the top of the post which you can access here which houses a very entertaining video, as well as a protest in Times Square, reported in the New York Times:

"On the day after Thanksgiving, Diageo’s Smirnoff Ice brand held a tongue-in-cheek rally featuring about 30 paid actors as “core protestors.” The theme was “save the mistletoe,” a slogan for a holiday campaign for Smirnoff Ice. Smirnoff estimates that 60,000 people passed by its four-hour rally.

“When you go into an arena that is so iconic like Times Square, people are looking to be entertained,” said Christian McMahan, brand director for Smirnoff Ice. “And they’re looking to be part of it.”

This is a great example of a brand doing something to encourage consumers to talk about their brand and is in this instance very reminiscent of Ikea's Everyday Fabulous campaign we referenced on the blog back in August.

It's also got the same architecture as the Stella Trapped idea that we blogged about last month. In this instance a street installation protecting a pint of Stella gained interest at street level, around the internet via photos and on top of this it linked to a really cool online game.

These ideas aren't very expensive, but they do get huge cut through and cause people o talk about them. The rise of sites such as Flickr means that your idea, if it's any good, will be spread round the world, often by accident.



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