1. 29.07.12

2. This Week...
Newsjacking, thirsty squirrel, departure roulette, epic challenge, Bucharest not Budapest
Royal Baby newsjacking
Various
Thirsty squirrel
Smithwicks
Departure Roulette
Heineken
Epic Challenge
Asics
Bucharest not Budapest
ROM

3. Newsjacking is the practice of capitalising on trending
events to increase engagement with a brand.
With the world on the edge of their seats for the birth of
the royal baby, social media teams were ready and
waiting for the royal announcement to drive their own
Royal baby posts and tweets to the vast audience glued
to social media.
According to Twitter there were over 421 tweets per
second following the royal birth. Here‟s a few brands
who acted quickly with good executions to benefit from
the news.
Royal Baby Newsjacking
Various

4. Royal Baby Newsjacking
Various

5. Thirsty Squirrel
Smithwicks
This ad for Smithwick's Irish Ale shows a brewery,
shutting down for the night. The building is not empty,
however. A thirsty enterprising squirrel watches the
workers leave, and then sets to work, brewing himself
some delicious Irish Ale.
The Kaiser Chiefs provide a distinctive soundtrack.

6. Departure Roulette
Heineken
Your itinerary‟s fine, but Heineken think a last minute change
of plans is much more exciting. They found a few people at
JFK Airport who‟d agree. Travellers between the ages of 25
and 40 in Terminal 8 were given the opportunity to exchange
their travel plans for a trip to a randomly chosen
international location.
The marketing stunt aimed to bring attention to a series of
webisodes entitled “Dropped,” which follows four men who
are randomly dropped into remote areas of the world. It‟s
also an extension of their „Voyage‟ campaign, which features
a guy caught up in a series of bizarre situations in India.

7. Epic Challenge
Asics
Asics wanted to encourage and inspire people to start their
fitness training, so they came up with a unique and fun way
to engage with people.
They set up a 16 foot tall wooden horse which doubles up as
a personal trainer and a cross training gym on wheels and
tasks people to take on the Asics Epic challenge, which
involves all sorts of exercises and fun games!

8. Romania definitively put its stamp on the advertising world,
thanks to a brilliant campaign by chocolate-bar brand ROM
that played on nationalistic pride 2 years ago.
Turns out, it wasn't enough, since plenty of people around
the world still mistake the country's capital, Bucharest, for
Hungary's capital city, Budapest. The problem has been going
on for years, with pop stars like Michael Jackson and Lenny
Kravitz saying they were in Budapest when they weren't. And
400 soccer fans flew to Budapest for a Europa League match
that was actually happening in Bucharest.
ROM set out to clear up the confusion with a fun, integrated
campaign, dubbed Bucharest Not Budapest. There's a
dedicated website that lets you download a browser add-on
that adds "not Budapest" to every mention of Bucharest on
the web. There's also a "news" section and resources that will
help Romanians spread the word. Finally, there‟s an outdoor
campaign promoting the cause.
Bucharest not Budapest
ROM