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THE NEWSPART ONE


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JetBlue Loves New York So Much, It May Proclaim It On Planes New York Daily News

Like many a New Yorker born and raised in Forest Hills, Queens, JetBlue was toying with the idea of moving to sunny Orlando, Fla. But it announced yesterday that it will not only stay in its hometown, it will promote New York tourism on every flight and may even paint Milton Glaser's seminal "I [heart] New York" logo on the side of its planes, Adam Lisberg reports.

"We carry the banner of 'New York's Hometown Airline' with pride," says JetBlue CEO Dave Barger. "It was so much more than just the cost side of the equation."

Which is not to say more than $30 million worth of tax breaks and subsidies didn't enter into a computation that will result in the airline renovating a building in Long Island City to be its new headquarters. "We do think we'll get our money back reasonably quickly," New York mayor Michael Bloomberg said. "If the business wasn't here, you wouldn't get anything."



Old-Fashioned Ballyhoo Is Still Alive and Well Adweek

Cluck-U, a fried-chicken chain popular with the college crowd around Hoboken, N.J., doesn't depend on a Facebook fan page or Tweets to drive digitally savvy consumers to its storefront. About a quarter of its traffic can be directly attributed to two chickens who stroll down the sidewalk high-fiving passersby and handing out coupons, Cluck-U CEO J.P. Haddad tells Lauren Comiteau.

Low-tech marketing is, in fact, thriving because it "cuts through the fragmentation of today's media," says Mark Voysey, co-founder of the Cunning creative agency, which offers "nontraditional" marketing for clients such as Unilever to ZenithOptimedia.

Among some of the examples Comiteau offers: a 40-foot-tall inflatable rocket ship that housed a "moon walk" for kids; "voicevertising" -- a low-tech stunt reminiscent of the old carnie barkers; weather balloons and blimps that serve as high-altitude billboards.

What's new about all this, you say? Well, that's where Facebook and Twitter and the like come in. "If we can get people talking on Twitter or posting something on Facebook, I can get the message out through talking to one person," says Sam Ewen, founder of guerrilla marketing firm Interference.


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Insight IntoHuman

Behavior


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InnovativeMedia


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BrandEngagement


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Earned Media


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THE NEWSPART TWO



New York Times

Nike Rolls Out Woods Ad With More Questions Than Answers

Nike could not wait to package the contrition of Tiger Woods in a 30-second ad. In it, a mute Woods stares blankly at the camera. Speaking from the hereafter, his father, Earl, says: "I want to find out what your feelings are. And did you learn anything?

Nike refused to offer context for Earl Woods's words. When did he say it? What were the circumstances? He sounds disappointed in his son when he made these comments, but what had Tiger done? Earl, who died in 2006, couldn't be addressing his son's scandal.

How deep did Nike dig to find these paternal nuggets to justify their use in an ad that debuted less than 24 hours before Tiger teed off Thursday at the Masters?

And why did the son consent to having his father's words repurposed to push not just a personal message, but also Nike Golf? The last image of the ad is the swoosh. Natch.



WALL STREET JOURNALWhat Your TV Is Telling You to Do NBC Universal's Shows Are Sending Viewers Signals to Recycle, Exercise and Eat Right. Why?

In just one week on NBC, the detectives on "Law and Order" investigated a cash-for-clunkers scam, a nurse on "Mercy" organized a group bike ride, Al Gore made a guest appearance on "30 Rock," and "The Office" turned Dwight Schrute into a cape-wearing superhero obsessed with recycling.

Coincidence? Hardly. NBC Universal planted these eco-friendly elements into scripted television shows to influence viewers and help sell ads.

The tactic-General Electric Co.'s NBC Universal calls it "behavior placement"-is designed to sway viewers to adopt actions they see modeled in their favorite shows. And it helps sell ads to marketers who want to associate their brands with a feel-good, socially aware show.

Unlike with product placement, which can seem jarring to savvy viewers, the goal is that viewers won't really notice that Tina Fey is tossing a plastic bottle into the recycle bin, or that a minor character on "Law and Order: SVU" has switched to energy-saving light bulbs. "People don't want to be hit over the head with it," says NBC Universal Chief Executive Jeff Zucker. "Putting it in programing is what makes it resonate with viewers.



ADAGE

What Social Media Will Look Like in 2012

11 Predictions That Will Affect Marketers and the Way They Do Business

Ultimately, share of voice, point of view and community influence will be more important than

brand ownership -- and marketers will need to get over it if they want to stay relevant in 2012.

http://adage.com/digitalnext/post?article_id=143145


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Group Aims to Send Ronald McDonald to Retirement Home Compares McD's Clown to the Late Joe Camel

One of the groups that led the ultimately successful campaign to banish Joe Camel from advertising now has a new target: Ronald McDonald.

"It's time that Ronald McDonald joined Joe Camel in retirement," argues Corporate Accountability International on its "Retire Ronald" website. "These tired mascots should be spending their golden years relaxing and sharing tales of their bygone days spent targeting children with deadly products."

CAI is asking like-minded people to submit photos of them holding signs urging Ronald to retire as part of a "photo petition." The site also contains a 32-page downloadable booklet outlining the case against the clown.

CAI says it is attempting to rally public support in order to get McDonald's to "end all use of celebrities, cartoons, and branded and licensed characters that appeal to children; eliminate all gifts, toys, collectibles, games or other incentive items from kids meals; and remove all advertising and promotional materials from places children visit frequently including schools, playgrounds, recreation and community centers, and pediatric health care centers.


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ConsumerGenerated

Media


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Pizza Friday is Numantra’s weekly venue for reviewing the

latest news, innovations and accomplishments taking place in our industry and the world at large.

Numantra is a very unique and results-driven advertising & marketing agency that was started on the crest of a tidal wave of change that ushered in the 21st Century.

Our founding partners recognized the coming of this change and purposefully created a company shaped in the image of the unstoppable future. Find out what Numantra

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