When I read about an intriguing new idea it makes the corners of my mouth turn up and my eyes scrunch just a bit in a happy little salute. This happened the other day when I read a New York Times article on some of the New Year’s Eve tie-ins on Times Square.
Lip soother and kiss enhancer Nivea is a natural sponsor, giving out thousands of samples in preparation of thousands of midnight kisses.
Document company Cintas’ clever Good Riddance Day on December 28 gives people the opportunity to shred documents they want to forget about from the previous year. A woman from Tennessee won a trip to New York to be the first to shred: she’ll say Good Riddance to her medical bills from a life threatening operation in 209 that she paid off in 2010.
Smart, compelling, fun, relevant.
The only thing better than hearing about great ideas is watching them come to life in the very best possible way. Which makes me think of Waterford Crystal’s sponsorship of the ball that drops every year. No logo on it, people; they’ve just done a great job of popularizing the connection over the years. Now it fees like no other crystal is worthy of the Time Square ball.
A brilliant tie-in that’s incredibly well known with minimal promotional efforts. We should all be so lucky.
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