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2008 December 15 — Proof7 NYC
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Effective Spending Rewarded


Anomaly in New York won a string of awards for its public relations/buzz-building/online effort for Keep a Child Alive, a children’s HIV/AIDS charity. With only $600 to spend, Anomaly decided to hitch KCA’s wagon to Apple’s star, specifically the launch of the company’s iPhone in June 2007. Anomaly partner Johnny Vulkan got to the front of the line outside an Apple store in Manhattan and, with the help of the shop’s staff, held his place for four days until the store opened its doors to sell its first iPhone. While Vulkan waited, he was interviewed by more than 100 reporters, telling the story of how he planned to auction his phone on eBay to raise money for the charity. KCA supporter Spike Lee joined him as the doors opened and both flashed cash as Vulkan bought the phone later sold on eBay for $100,000. The scene was captured on a video that Anomaly posted on YouTube. The initiative earned a Purple Chair honor from Yahoo, a silver Clio and a gold Effie. It also vied for a Grand Effie, losing out to Leo Burnett’s target-redefining launch of Nintendo’s Wii console. The decision came after an hour-long debate in which a small but vocal minority argued that Anomaly’s effort was incredibly effective and an example of how the industry is redefining itself. As one juror told Adweek: “It’s the lack of resources that made it interesting. What is it? I know it’s not an ad campaign.” Not bad for the cost of one night at a Ritz-Carlton. -Andrew McMains

December 15, 2008   No Comments

Infidels

you know he’s dead already

December 15, 2008   No Comments