Call Sheet #364: Twitter Better for Brand Marketing?, Oreo to Cap Centennial at Super Bowl, JetBlue’s Election Promotion

October 5, 2012, 10:01 AM EDT

BIZBASH CALL SHEET — #364— Friday, 10.05.12

++ Sponsored by Event Leadership Institute ++

Compiled today by Melissa Ward Schorsch in New York
Feed the Sheet:


Oreo plans to end its 100th anniversary celebration at next year's Super Bowl, capping off a wide-ranging campaign that has included online initiatives, parties around the world, and limited-edition birthday cake cookies. Details are scant as to what the ad for football's big game will comprise—or if the company plans any experiential components in or around the New Orleans Mercedes-Benz Superdome. Ad Age:

Other big players confirmed for ads during Super Bowl XLVII include Mercedes-Benz—which skipped this year's event—Coca-Cola, Best Buy, Anheuser-Busch InBev, PepsiCo's Pepsi and Frito-Lay divisions, Audi of America, Hyundai/Kia,, and The price of broadcast ad spots rose to about $3.5 million earlier this year. AdAge:

Twitter claims its platform is better than other social media sites for real-time marketing campaigns, especially considering the growth of mobile users. CNet: “Just a couple of hours after Twitter unveiled a new feature for big brands that will allow them to embed surveys in tweets, at a session called 'Building a real-time brand' at Advertising Week in New York, Twitter president of revenue Adam Bain and sales marketing chief Shane Steele shared statistics and anecdotes demonstrating that the service is an ideal place for brands to achieve better and more efficient advertising and marketing results than on just about any other platform…Steele said that more than half of all Twitter users now follow more than six brands, and part of the reason is that companies are giving out not only freebies or discounts via the service but also access to exclusive content.”

3. PARTY PROMOTING: The New York Times profiles Frankie Sharp, “the mercurial promoter behind the city’s 'It' club night, Westgay at the Westway...a filled-to-capacity nexus for all strata of gay society…In an era in which the decadent aspects of gay night life have been co-opted by hookup apps, and D.J.’s spin pop suitable for a taxi ride, the risqué and progressive ambience at Westgay is a throwback to a halcyon era.” Sharp plans to extend his success to one-off Westgays in Hong Kong and at Art Basel Miami Beach.

4. FLEE FOR FREE: In its newest marketing gimmick, JetBlue is giving away 1,006 round-trip tickets to let travelers who didn’t get their way in the 2012 presidential election jet out of the country. On the JetBlue Web site, customers can choose their pick for the next President of the United States, which will enter them into a contest to head to international sites like Mexico and the Caribbean. Fox:

5. LADY ADVERTISERS: As Advertising Week comes to a close, Advertising Women of New York celebrated its 100th anniversary of founding. With more than 1,700 members, it's clear that women are changing the world of advertising. The New York Times: “An unscientific sampling of the lineups of panels this week from the organizers of Advertising Week suggested that efforts were being made to recruit women to join the male panelists.”

++ A WORD FROM OUR SPONSOR: Event Leadership Institute ++

Webinar: Tuesday, October 9 | Storytelling: The Magic of Disney | with Robert Gilbert, executive chef, Walt Disney World Resort. Learn the secrets of Disney’s approach to creating events with impact.


Here’s a look at 10 steal-worthy ideas we spotted this week, including Nuit Blanche's Chevrolet drive-thru “fun house” in Toronto, the candy display at the Sh*t Girls Say book launch in Los Angeles, Merrick's “doggupy” promotion in New York, and Hendrick’s Gin’s Voyages Into the Unusual botany presentation in Chicago.


Nominations for the the BizBash Chicago Readers’ Choice Awards close tonight, October 5, at 11:59 PM CST. This is your last chance to nominate your favorite greater Chicago-area event pros and highlight their contributions to the industry. There are 13 categories, including Association Event Planner of the Year, Venue Manager of the Year, and Corporate Event Planner of the Year.

More information on the categories and nominations criteria, as well as the submission form, can be found here:


The Boston Local Food Festival is this Sunday, October 7, at the Rose Kennedy Greenway. The festival celebrates food produced locally in the Boston area.

The Breast Cancer Research Foundation and Brooks Brothers will host a shopping event at Brooks Brothers' Newbury Street store October 18. The event will offer cocktails, and 20 percent of the evening's net sales will be donated to the foundation.
CHICAGO: Terzo Piano will host the third annual Farm to Fork Fest October 18. The night includes a mini farmers market, passed appetizers, seasonal cocktails, a chef's quick-fire challenge, and a four-course meal with wine pairings.
LAS VEGAS: The National Coalition of Associations of 7-Eleven Franchisees announced that its 38th National Convention and Trade Show—”In It To Win It”—is scheduled for July 14-18 at the Venetian. Convenience Store Decisions:

Forbes has a preview of Food & Wine All-Star Weekend, kicking off today:
L.A. Weekly looks into whether the Electric Daisy Carnival's flight from Los Angeles to Las Vegas cost the city millions:
Local event listings from Masterplanner:

MIAMI/SOUTH FLORIDA: Carnival cruise ship passengers who fly into Miami International Airport now have the option to check in at the airport for their cruise departing from either Miami or Fort Lauderdale and skip most of the lines at the pier. USA Today:
Tourism Cares for America will return to New York City for its 10th Anniversary and Give-Back Project May 30-31. This year’s volunteer project will bring hundreds of global tourism and hospitality professionals back to New York to improve Brooklyn and Queens.
The ICv2 conference on Comics and Digital II will kick-start this year’s New York Comic Con at the Javits Center on October 10. Publishers Weekly:

Local event listings from Masterplanner:
Rosen Shingle Creek will host the Tales & Tails Gala Saturday night to benefit Canine Companions for Independence. Sponsors include: PSAV, Event Source, ABC Fine Wine & Spirits, and Darden Restaurants.
On October 16, the Philadelphia Chapter of the American Marketing Association will team up with the New Jersey Chapter for a joint, members-only mixer night at Triumph Brewing Company.
Officials broke ground on the first of five new facilities for the Toronto 2015 Pan Am Games. Daily Commercial News:

WASHINGTON: The launch event for a series of Community Cancer Care Advocacy Day Forums, hosted by the Community Oncology Alliance and Vital Option International, will be on October 24.
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With contributions from Jenny Berg in Chicago, Alesandra Dubin in Los Angeles, Mitra Sorrells in Orlando, and Melissa Ward Schorsch and Anna Sekula in New York.

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