Friday, July 20, 2007

Taking a Bite out of Manhattan

A couple of weeks ago, Jessica M., a fellow intern, suggested I subscribe to the Ad Age daily e-mail newsletter. So, as I start each day here at Liggett, I try to read a few Ad Age articles online if I have time. Right now, I’m really interested in the media planning and buying side of the industry, so I usually go straight to Ad Age’s “Mediaworks” microsite to get the latest news on media trends.

Yesterday, I saw an article about Discovery Channel’s upcoming Shark Week. Even as a person who could care less about sharks, I am intrigued by their tactics used to create hype about a big event.

The 20th anniversary of Discovery Channel’s shark week is coming up on July 29th, and as a promotion for the big milestone, this year, Discovery Channel and it’s media agency, Omnicom Group’s PHD, will showcase a mobile projection of a shark fin on the skyscrapers of NYC after dusk July 26th through July 28th.



Shark week is not solely being promoted using outdoor media, but the promotion has taken on a big interactive element as well. If you visit the Discovery Channel website you will enter a fun, interactive Shark lover’s world filled with video galleries, shark quizzes, a podcast, and much more. Go to the website to learn more at:

www.discoverychannel.com/sharkweek

I thought I’d share this not only for all the shark lovers out there, but because this is just one example of the trends we are going to see develop over the next several years in advertising. The Media component of promotion and advertising is absolutely fascinating because it is growing and changing day by day. Text Messaging, viral marketing, and non-traditional forms of media such as the promotion illustrated here for the Discovery Channel have the potential to get people who wouldn’t think twice about sharks to think twice. Advertising and communications are changing to accommodate our on-the-go, mobile lifestyle. Not to mention the Internet, DVR and TIVO have really thrown a monkey wrench into traditional advertising campaigns.

So, if you’re planning a trip to New York City in the next week or so, watch out because those Sharks are taking a bite out of Manhattan.



Marie D.
Program Management Intern

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