Trabalho realizado pela dupla Jennine Punzone (art director) e Manasvi Abrol (Copywriter), estudantes da Miami Ad School Brooklyn NY USA, alcança as páginas da TrendHunter, vira notícia em vários site, é viralizado no twitter e facebook e criticado pela Phillip Morris. Mobile app Bump a Smoke!
1) A idéia, o board: Bump a Smoke!
(irado, até eu fui na apple comprar um iphone por causa deste aplicativo kkk. Cigarro aqui custa 14 usd o maço. Seria ótimo se todo mundo que te pede cigarro free pagasse o seu custo.)
2) Divulgado no adsoftheworld
como job da miami ad school brooklyn, nyc.
(quem é da publicidade sabe que miamiadschool é escola de criação, mas quem não sabe acredita que é agência, cliente real e app novo).
3) A mídia:
= Saiu no Trendhunter.
Smartphone Cigarette Sharing
Marlboro Bump a Smoke Suggests a New Way to Bum a Butt
MARLBORO BUMP A SMOKE
I myself don’t smoke, but I can see the appeal of this Marlboro Bump a Smoke scheme, should it work in practice. This interactive campaign was developed in response to a common problem among smokers, that purchasing a whole pack of cigarettes isn’t economical for social smokers, while constantly handing out one at a time to those occasional smokers is a waste for those who nurse a steady habit.
The solution is an swapping system, that eliminates the one-sided generosity of certain groups. Someone interested in the odd single cigarette can purchase a pack of virtual smokes within an iPhone app, and give up a single cyber stick in exchange for a real one from someone with a full pack. With the Marlboro Bump a Smoke scheme, social smokers end up paying for what they use, and when avid smokers accumulate a complete virtual pack, they can redeem it for a real one at any store.
May 30, 11 • References:
miamiadschool and
adsoftheworld
= Saiu no Moxiebird.
Uma matéria enorme e negativa, comparando as campanhas de cigarro e outras marcas.
(eu nem conhecia este site, mas legal ver o trabalho que uma pessoa se dá para denegrir um app só porque não gosta de fumantes).
= Saiu no Gawer.
22,750 views, May 30, 2011 2:53 PM
276 curtir (facebook)
Update adicionado: Turns out that the app is not a Marlboro creation but the work of Jennine Punzone—a student at Brooklyn's Miami Ad School. "I created it for a portfolio class assignment," she tells us.
= Saiu no MidiaBistro via AgencySpy.
Tuesday Morning Stir
By Kiran Aditham on May 31, 2011 10:01 AM
-Miami Ad School Brooklyn kids propose the “Bump a Smoke” app.
= Saiu no MidiaBistro.
Philip Morris Wants Nothing to Do with ‘Bump a Smoke’
By Kiran Aditham on June 1, 2011 11:20 AM
Jennine Punzone (along with copywriter
Manasvi Abrol), what hath you wrought? The Miami Ad School Brooklyn student’s “
portfolio class assignment” called Bump a Smoke has been buzzed about enough over the last few days to gain the attention of the fine folks at big tobacco company Philip Morris, who seem a bit irked at the fact that their Marlboro color scheme is being used in the fake app. We received this note last night:
“Kiran: The “Bump a Smoke” concept you posted this morning is in no way related to Philip Morris USA or the Marlboro brand. The company does not approve of this use of its trademark. Could you please update your post to clarify this or remove the image? Thanks.
Bill Phelps
Altria Client Services (on behalf of Philip Morris USA)”
Darn, we were really hoping this note came
from Jackie Chiles.
4) A resposta da Phillip Morris:
Comentários deixados nos sites que publicaram o novo app.
Philip Morris USA says:
05/31/2011 at 9:20 pm
Clarification: This concept is in no way related to Philip Morris USA or the Marlboro brand. The company does not approve of this use of its trademark.
5) O pedido de desculpas dos estudantes criativos para a Phillip Morris:
Fizeram um blog:
We are sorry Phillip Morris.
We bumped you the wrong way on June 2, 2011 at 8:14 am
June 2, 2011
Team Bump A Smoke
Brooklyn, NY 11201
Philip Morris USA
Pittsburgh, PA 15236
Dear Philip Morris,
We read your response to our class project, the “Bump A Smoke” application,
here, and wanted to respond directly to you with an apology.
We’re sorry for devising an application that, if real, would help you sell more of your product. Although it’s ironic that you vehemently oppose our work considering you would profit greatly from its existence.
Most of all, we regret overlooking the fact that your product doesn’t need any promotion, as it’s highly addictive.
Also, try to look at the positive side; at least we didn’t pursue our other concepts:
- The search for America’s Loudest Wheezer.
- Record your wheeze- Share it on Facebook, Twitter or save it as a ringtone.
- Bump A Lung – A lung donation program by Philip Morris.
Finally, we wanted to thank you. We are advertising students at Miami Ad School and your critique of our work has put it in front of many prospective employers.
That’s promotion we couldn’t have paid for in cigarettes or any other currency.
Sincerely,
Team Bump A Smoke Estudantes da Miami Ad School Brooklyn nyc USA.
Minha Opinião:
A Phillip Morris deveria ter aproveitado o buzz gerado gratuitamente pelos estudantes. Comprar a idéia, criar o aplicativo e fazer acontecer. Já foi aprovado pelo público deles. Eles poderiam ter aproveitado a oportunidade ao invés de ser contra.
Eles entraram para a história da
Miami Ad School. Eu sou criativa e sou da Miami Ad School Brasil, sinto orgulho em saber que alunos de lá criaram uma coisa que foi aceita e poderia se tornar real. Geraram buzz com um job p/ portfolio. É uma pena que a Phillip Morris pensou de outra forma e não soube aproveitar o barulho causado por eles.
Mas aí isso é um post para o
Erros do Marketing e
Mundo do Marketing - Erros de Marketing.
