The Cobra Snake

So for our events we plan to hold for New Balance we would like to invite some cool bloggers who photograph events in a really cool way, making them look really fun to everyone else and letting people who weren't there get a glimpse at what looks like a really fun night. One blogger who does this really well is Mark The Cobra Snake. Based in LA, he photographs all the cool parties and events that happen, particularly the attractive girls who go to these events. Recently, he took some photos for an Adidas event, showcasing the products and the people there. That would be a really cool collaboration for New Balance to do with The Cobra Snake or with someone like him. Check out more of his work here.

Hayley Welton

Chewing Gum Street Art

As we all know, the nation's pavements are blighted with unsightly chewing gum greying on the pavement. It costs the government thousands of pounds to remove so street artist Ben Wilson had the idea to paint each piece of chewing gum, creating a mini masterpiece from something otherwise unattractive. Wilson estimates that over the past six years he has painted over 8000 pieces of chewing gum on the streets of London - with each painting taking him up to an entire day. We thought that someone like Ben Wilson could produce an interesting collaboration with New Balance and it would be a great way to implement some ambient marketing on the streets of London, as Ben's masterpieces are often a talking point in the press and with the public.

Hayley Welton

Abandoned Warehouse in Hackney, London

This is a really cool location in East London which would be perfect for the sort of event we are looking to hold. It's an abandoned warehouse covered in graffiti and is underground enough not to attract too much attention.

Check out the video - but be warned, the camera moves around a lot and may make you feel a bit dizzy.

Hayley Welton

Ben Wood - Gilette viral vid

There's a vid on Youtube that may inspire you all - got shown a while ago at work. When some of the Hill and Knowlton team were filming for Gilette they had the camera filming backstage, behind the scenes and got Roger Federer doing a trick shot. The vids had like 8 million views. Lauren mentioned that your campaign won't be tv or mag and so, thought this could be a good way of getting attention. Form of viral vid is good because it's not like TV when people are basically forced to watch an ad, instead people are choosing to go online, find and then watch the clip themselves.

I've put the link in below:

Ben Wood

Ben Wood - Partnership Marketing

Just thought I'd give you a heads up about an up and coming marketing technique Hill and Knowlton have been using recently - it's called Partnership Marketing. Basically, you associate a brand with a form of entertainment e.g. Banks and the Premier League (however you don't use the brand as a sponsor). It appeals to the emotional side of the consumer and appeals to consumers' passion points.

Ben Wood

Ben Wood - Week 1 Conclusion, 5th March 2011

Week 1: Conclusion

My general opinion is that I like the shoes - they are cool, retro, not mainsteam and I like the colours of the shoe. A key positive attribute is that they are unique and not commonplace yet.

In terms of wearability I find them quite difficult. My mentality is that they are more of a summer shoe to be worn with shorts. I can't wear them on a night out as they are too casual and I'm not too sure what to wear them with. I look at them as a casual, typical man about the town kind of shoe i.e. wearing them to the pub. However, maybe consider that the current trend of chinos (which I wear a lot) is making it quite difficult. If jeans were more on trend maybe it would be easier to wear them.

Key points to consider in the campaign:

You need to carve out when I would wear them

They're a good brand as their name isn't tainted by the chav era. They have no link to the 90's trend of Reebok / Adidias Hi - tops. In theory they are a fresh brand.

Ben Wood

Rebel Bingo

We are looking into 'exclusivity' as a theme for our communication strategy. So heres an example of an event that played on this, Revel Bingo is an organized night for students. It promotion plays on the theme of secrets and exclusivity, as there copy uses words such as 'secret locations' and 'down low' and has the following set of rules:

-Club Rules

-No old people

-No boring people

-No office parties

-No hen parties

-No stag parties

-No work suits

-No customer service

-Dress Code: Undercover on your way there, dangerous once you're inside

I think this is a great idea, as it is tapping into the fact everyone one wants to be part of something exclusive, it adds excitement. The rebel bingo's promotion was so successful that it didn't turn out too 'exclusive'

Ashleigh Haughton