Burtify yourself for Earth Day with Burt's Bees special promotion

Posted on Wed Apr 21 2010

Do I need to find my Burt? Apparently so, says an online promotion for Burt's Bees and an event that'll be happening in Times Square on Thursday, which is Earth Day. I don't know about the rest of you, but even as a fan of the products (the Super Shiny lip gloss is fantastic!), I've never given much thought to the guy himself. That would be Burt Shavitz, a Maine-based beekeeper and co-founder of the nature-loving company. But I'm considering Burtifying myself via webcam on the FindYourBurt.com site, which involves getting a bushy beard, mutton chops and a goofy hat. Why not? It'll also tell me how Earth-friendly I am (so I can be closer to Burt-ness). While I'm there, I'll see factoids like this: "The Burt's Bees manufacturing facility has zero landfill waste." If you're out and about in midtown on Earth Day, you can see the marketer's philosophy at work. Five bearded Burt look-alikes will be pedaling human-powered bike blenders and making smoothies entirely out of Burt's Bees beauty product ingredients (stuff like milk, honey, mango, yogurt, banana and pomegranate). There will be other sampling, like zero-waste "Burt Kits," giveaways and a free yoga class in Central Park, all via the marketer's new agency, Baldwin& of Durham, N.C. So, go ahead and Burtify. You can always beautify later.

—Posted by T.L. Stanley

Burger King prepares to sponsor search error messages on Digg

Posted on Wed Mar 24 2010

Byrwe

Call it "404 Marketing." Burger King is launching a campaign on Digg in which failed searches on the network will produce an error message promoting the fast feeder. For instance, if a user types in a nonsense word like "byrwe," a message will read, "No results for 'byrwe' were found. Looks like your search had a typo. Blame it on your tiny hands. The beefy $1 Burger King Double Cheeseburger gives tiny hands some trouble, too." The message then provides a hypertext link to see examples of that "trouble." (The campaign is expected to go live later this week. It was also up briefly last week.) BK isn't the first advertiser to sponsor error messages. Similar things have been done with actual 404 "This page cannot be found" error messages in Singapore and Brazil, and probably elsewhere. Are there any unexplored frontiers of Web advertising? Don't say captchas. Seth Godin has thought of that.

—Posted by Todd Wasserman

If you're going to eat a giant block of lipstick, make it Burt's Bees

Posted on Thu Dec 10 2009

Burts

Who's up for a lovely big block of lipstick for lunch? Burt's Bees, the natural products maker owned by The Clorox Co., has set up eye-catching installations (created by ad agency Zig) inside Toronto and Vancouver shopping malls to argue for natural versus synthetic personal-care products. The company, which makes facial, skin and hair products, claims its goodies are "95 percent natural or higher." Better to absorb that stuff into your system than lots of chemicals. Another installation shows a load of baby products stacked up to look like a giant bottle. The placard asks: "How much of what you put on your baby ends up in your baby?" Yikes. When quantified like this, advertising really hits home.

—Posted by Elaine Wong


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