credentials july 2011 cataldi pr
DESCRIPTION
Credentials presentation of various publicity and marketing projects for Cataldi PRTRANSCRIPT
cataldi public relationsagency credentials
Quick Facts Founded in 1988 by ex-Weber/Shandwick exec Sal
Cataldi Mix of blue chip & entrepreneurial clients including
leading names in media, entertainment, not-for-profit and consumer brands like Comcast, Rainbow Media, WWE, 1-800 Flowers, Amex, Sony, National Audubon Society, etc.
Specialists in cable & digital media – program and trade publicity, offbeat promotions, guerilla & social networking stunts and building brand partnerships
Award-winning, mega-media generating, out-of-the-box thinking – 2x Brandweek Guerilla Marketers of the Year, PRSA Bronze Anvil, CableFax 100, PR Week and Beacon Awards, etc.
A-Z execution & VERY LONG TERM relationships with clients!
Our Philosophy?KILL RUN-OF-THE-MILL THINKING!There is nothing more hopelessly endangered than the
fresh idea. Fresh ideas should be…
Strategic enough to crystallize and communicate the soul of a brand in an instantAble to instantly ignite the imagination, emotion and allegiance of the message-battered consumerSpark not only the grudging but involved interest of the jaded media to produce a blitz of spirited coverage of your brandMake consumers rise - with open wallets and positive word-of-mouth - to further your commercial crusade for the fun and personality it projects about the brand and the people behind itVery kind to the bottom line – the biggest bang for the minimum investment of time, resources and $$$.
Television Branding Experience
AMC, Since 1993 AMC MonsterFest – program publicity,
street stunts and promotions including the “AMC House of Horror Sweepstakes”
AMC 1-800-U-BE-DUKE Sweepstakes AMC Tarzanmania – Cheeta’s Apestract
Art AMC Marilyn Monroe Treasure Trunk with
Planet Hollywood Sunday Morning Shootout with Guber/Bart And much more…
The proof is in the publicity…
Other Rainbow Networks… FUSE – “Declaring the Music Video an
Endangered Species…” Mag Rack VOD – “Guitar Face Search” and
“Most Outrageous Bird Video Contest” IFC – “Rhett & Link: Commercial Kings,”
“Whisker Wars” and “The Whitest Kids U Know”
Bravo – “Arts for Change” WE: Women’s Entertainment –“Ropin’ Men
Roundup in Union Square” and “Secret Lives of Women”
VOOM HD – VOOM Portraits with Robert Wilson, Artland USA, Equator HD, Rave HE
Metro Channels
Men – how we like them…
Getting “fuse-i-fied”...
More media… Comcast Select On-Demand World Wrestling Entertainment/WWE TBS & TNT– “My Boys,” “The Closer” and
“Rizzoli & Isles” HBO & Cinemax CNN - Anderson Cooper 360 YES Network Cablevision – Optimum Launch Events Sony Pictures Digital – “SoapCity Games” USA Networks Lionsgate Television (Epix, fearNET) Karmaloop TV (Pharrell Williams)
They Weren’t TV… But They Were Offbeat & EffectiveCase Study Quickies…
The Dewar’s Bagpipe Festival @ the Knitting Factory
CPR created hipster cache in step with tradition for Dewar’s by creating an eclectic, two-day long charity bagpipe music fest at NYC’s Knitting Factory
Bands from trad folks to the avant garde, all introduced by media spokesperson James “Scotty” Doohan
Proceeds from sales of tickets and a live CD on Knitting Factory works label benefited the Scottish National Trust
Mega-media results, from NY Times to The Today Show, led to launch of a five-city concert tour and downtown spike in sales.
Pipes & Scotch in the paper of record
Tanqueray Rock & Roll Trivia Tours
CPR created awareness among young adult music lovers with a celebrity hosted bus tour to the offbeat sites where rock history happened in LA and NYC
Partnered with rock industry charity TJ Martell to garner celeb hosts for tours
Standalone guidebook/map was distributed in bars and clubs and used as advertorial in much-read city magazines
Generated incredible national media, including front page story in NY Times
Paper of record… again
The SoapCity Games Create a buzz for just-
launched SoapCity during Emmy Week by inviting daytime stars to participate in an offbeat athletic event
Partnered with the Humane Society
Soap divas competed in photo op ready events like arm wrestling and wrestling script reading judged by wrestlers
Involved consumer by offering dog bowls hand-painted by the stars via online charity auction
Great press, including Newsweek and NY Times, built awareness with the stars and consumers for SoapCity.com
PR Week focus…
1800FLOWERS Lotsa Love Bears for Save The Children
Created a partnership between online retailer and leading charity to promote sales of 1800FLOWERS plush line
12 A-list celebrities including Kate Winslet, Kenneth Cole and Maria Bello created one-of-a-kind Lotsa Love bears for online charity auction
Royalty on holiday sales insured charity $20k
Mario Bello acted as media spokesperson for gratis, in national SMT and appearances on shows including TODAY and Fox & Friends
Campaign helped 1800FLOWERS have its biggest season ever in plush sales
Alize Operation Red Head Female-targeted concept to
introduce new cranberry flavored line-extension of popular cognac/fruit beverage
National sweepstakes where 500 won red head transformations from their hair dressers or at mass events
A-list red head celebs like B-52 Kate Pierson, Cyndi Lauper, Tina Louise, Traci Lords were spokespersons in media and extensive in-market events
Teamed with Manic Panic to create Alize Red Passion hair color
Year 3 proposal included mobile army truck/beauty salon
Earned Cataldi PR “Brandweek Guerilla Marketer of the Year” honors
Transformations & bold-faced names
Paper of record again…
JUMP Free Phone for Your Teens
HUGE sounding prize that cost little – free phone & service for a girl for her entire teen years
Promoted via publicity, ads in magazine and partnership with MCI, include presence in bill stuffers and at 10 mall events
Grand prize included phone calls from teen stars Joshua Jackson and Jimmy Ray
Generated extensive media from MTV to USA TODAY and 45,000 new subscriptions
Executions: Fave TV Case Studies
IFC’s LoCo Awards
Honoring the Best & Bizarre in Low-Budget Local Commercials
A viral-ready, local focused promotion for new IFC series, Rhett & Link: Commercial Kings
Encourages consumers to upload and vote for their town’s wacky kings of local commercials in 9 categories, from Best Jingle and Tagline to Hammiest Performance and Golden Turkey
Great national and local media hooks, inspiring media to get towns to vote for their own heroes
Ideal for social media, viral dissemination (Twitter, FB)
Prizes for business and the advert uploader
Launch Generates National Print and Broadcast Coverage
& A Flurry of In-Market Press for Local Advertising Legends
TNT “Wanted” Guerilla Campaign
Castles Made of Sand… Created unique beach stunt over July 4
weekend in NY & LA – crime-themed, branded sandcastles by Guinness World Record Holder
Supported with fly-over advertising, t-shirt distribution & publicity
Offbeat fun was had by all…
Media Buyer Street Blitz
Put the brand in the face of media buyers in NYC with a targeted street poster campaign…
Hot dog & fruit carts, hipster bar rest rooms, phone booths…
Mag Rack’s Guitar Face Search
What the heck is Guitar Face???
A new term CPR coined for a forward thinking interactivity/user-generated content driven contest and guerilla promotion to generate broad consumer awareness of the new Mag Rack VOD service via its Guitar Xpress offering…
It’s the bizarre facial condition generated by the agony and the ecstasy of guitar playing, real or air…
Promo particulars… A national search for the best
amateur guitar face in America, from mail and online entries and those captured at Guitar Face “picture booth” events around the nation
To add media appeal, entries were judged by a panel of 25 top guitarists like Dick Dale, JJ “Twisted Sister” French, Roger McGuinn, Earl “David Bowie” Slick, rock photogs like Henry Diltz and Mark Weiss, record producers/managers like Ted Templeman (Santana, Clapton, Van Halen) and Danny Fields (Iggy Pop and the Ramones)
Partner and viral punch
Partnership with Gibson/Epiphone Guitar provided prizes and extra promotion via music stores
Celeb and consumer poll about Guitar Face (the best pros and most popular variety) resulted in the creation of the first-ever Guitar Face Hall of Fame
Guitar Face Photo Booth..
Provided consumers with a choice of guitars and rocker costumes in which to pose for contest entry photos
Utilized both as affiliate events and national and local market TV segments which enable spokespeople to tell Mag Rack’s benefit of VOD story…
Live in New York and across America…
Oddball story angle that generates meaty results…
Front Page… NY Times Arts…
Finalist generate big local news…
And the winner is…
AMC’s “House of Horror Sweepstakes”
Program Particulars…
An offbeat two-tiered national promotion to build buzz for AMC’s MonsterFest
National winner had their home and Halloween costumes bumped up to big screen standards by Academy Award-winning set designers and make-up artists behind Nightmare on Elm Street…
& A STAR FOR A DAY…
And Linda Blair for Halloween Day… to host a party for 25 friends and open the door to greet their Trick-Or-Treaters
150+ affiliates participate in local promotions providing pro make-over and limo for Halloween Trick-or-Treating
Aggressive Multilayered Support…
National and affiliate TV spots
Dedicated sub-site at amc.tv
Partnership/presence at Loew’s Theater chain
Coast-to-coast radio promos
Multiple waves of PR – launch, finalists & …
5-Day publicity blitz
CPR turned the $150k, 5-day “ranch home to monster mansion” into an on-going local and national news story
Daily coverage by traffic helicopters picked up by network affiliates
On-going print and radio
5,000 on-site visitors
National press…
VNR & SMT with Linda Blair including time-lapse video of transformation of home & winners.
Interviews & live satellite appearance of TODAY, CBS Morning News, ET, etc.
National print reach via AP and other syndicates
Front page news…
Monster Success…
Became AMC’s most-watched MonsterFest to date…
Central to making MonsterFest the tentpole annual promotion for the network
2006: MonsterFest Zombie Invasion
Quick Stunt = Big National Press A photo-op spectacular staged on the
streets of NYC to support broadcast press campaign for AMC MonsterFest 2005
50 professional actors dressed as zombies “march across” the Brooklyn Bridge to “invade” NYC
Also hit other high-visibility NYC venues, Times Square and Penn Station
Big Frights…
And more good pics…
Equals Big Press! Print coverage including AP Photo,
Newsday, AM NY, NY Daily News and many more…
Live broadcast coverage by news helicopters of local morning shows Good Day NY, WB 11 Morning News, along with national coverage via CNN, ABC Network, Fox News and more…
Appearance on two installments of NBC TODAY!
Monsters on TV
TBS Daisy Does America…
Flower Power Promotion… A four-part promo blitz utilizing “daisies”
as an icon to build awareness for this new TBS reality- comedy series
To limit cost, expand scope and ease execution, CPR brought TBS together with another of our client, 1 800 FLOWERS
Step 1 – Petal Pushers Take NYC
An offbeat campaign that put roving brand ambassadors on pedal bikes to hype the show
Hand-out of free daisies wrapped packaged with tune-in card and off-priced daisy offer from 1 800 Flowers
Week-long campaign targeted consumers, media buyers and press
Step 2 – Daisy Window In Soho
Create buzz and press coverage with “art advertising” in a shop window in Soho during the busy holiday season
Alterna-marketing tactic generate media in much-read ad and cable trades and local consumer press
More bikes and window shopping…
Step 3 & 4 – Door Drops & Online Daisy On Your Doorstep put fresh
daisies and a tune-in on the doorknobs of 200,000+ likely viewers in seven cities…
Daisy Online Sweepstakes gave viewers the chance to win daily bouquets and a grand prize of “A Year of Free Flowers” from 1 800 FLOWERS
Mag Rack TV “America’s Most Outrageous
Bird Contest”
Freaky Flyers Give Wings to Kitschy Network Promo…
An offbeat contest designed to create traditional and viral publicity to promote this network’s series, “The Pet Shop with Mark Morrone”
Inspired bird owners to cast the media spotlight on their favorite flyer by uploading “outrageous” videos of them speaking, singing, performing tricks etc. to be judged by 13 celebs and web surfers in “American Idol” elimination style
Promoted via a dedicated contest website which web surfers would return to weekly to cast votes for their favorites
Offered two $1,000 first prizes for Celebrities’ and Viewers’ Choice
Star-Powered Judges…
Participate to support their favorite environmental charities
Contest Creates YouTube & National TV Sensation – AJ The Golf and Basketball Playing Parakeet
The “Celebrities’ Choice” winner was A.J. – a parakeet who could play basketball, sink a putt, bowl, do yoga and much more…
His branded contest entry, placed on YouTube by CPR, became the most popular video on the site for a two week period, attracting more than 10 million views…
Print PR blitz…
Our feathered brand ambassador and contest winner was the subject of 1,000 of print features including Associated Press, USA Today and The New York Times, content syndicated to over 450,000 websites worldwide…
But the best was yet to come…
20 National TV Appearances: GMA (2x), Martha Stewart, Fox & Friends, Inside Edition, ET, CNN, Dateline NBC & More
And, naturally, Letterman’s Stupid Pet Tricks…
AJ says… Good Morning America
Results… Mag Rack TV’s website received a 1,000
% spike in traffic… Viewership of “The Pet Shop” increased
by 400%... A.J. became a motivational ambassador
for Mag Rack making appearances in schools as a part of the company’s “Power to Learn” initiative…
The campaign earned two PRSA Bronze Anvils and The Beacon Award, the top honor in cable TV marketing
The World’s Largest Xmas Tree… Made Out of Cannolis!
An inexpensive offbeat visual stunt, ready made for holiday TV coverage, to promote the early December ’07 premiere of “Steve Schirripa’s Hungry,” a new Italian cooking series on Lifeskool TV…
CPR enlisted the famed Veniero’s Bakery to provide 5,000 cannolis at cost – a budget of less than $5,000 for the total promotion
A sweet and media worthy stunt…
CPR created the gambit to attract crowds to Il Cortile Restaurant in Little Italy to get a sneak peek of the series
Visitors could pose for pics with Steve and get a free mini-cannoli with a tune-in premium
Also served as the visual centerpiece for a launch party attended by Steve’s Sopranos pals
Earned a spot in the upcoming Guinness Book of Records!
Cannolis on “Today”…
Noontime public viewing attracted hundreds of curious food lovers and many NYC TV stations and dailies
Steve and the tree also made an appearance on “NBC Today” to promote his new series
Party Snaps Go National…
Even the NY Times “reluctantly applauds this clever idea…”
Mag Rack – Opportunistic Surveys
Babelgum Metropolis Art Prize
International Art Video Search Powers Global Image and Awareness… A worldwide search for new video and street art
to drive awareness of Babelgum Metropolis, a new broadband network dedicated to emerging artists and urban culture
Press powered by panel of A-list judges with fine art and broad pop culture cache including Isabella Rossellini, Tate Modern street art curator Cedar Lewisohn, Scope Art fair curator Lee Wells, etc
Offered $30K in prizes in 4 categories and the chance to win a trip to NYC to see winning videos premiered on Jumbotrons in Times Square
Inspired buzz among young hipsters in NYC via partnership with Time Out NY
Buzz building via press and Twittersphere
Three-month entry campaign to build worldwide buzz powered by art-centric publicity and tweeting
Included esteemed pubs like Art In America and Art Daily, entertainment trades like Hollywood Reporter, gossip columns including NY Post “Page Six”
Over 700 video art entries from six continents generating 120,000 views and 50,000 votes. More than 200 hours of new content added to Babelgum library
Times Square Becomes Video Art Gallery for An Evening
International Winners Head to Post-Event Press Bash at LeVine Gallery
Winners from Holland, Brazil, Italy & US attend
Post-Screening Bash for 500 at LeVine Gallery with 3D video art/video painting by Sweat Shoppe
Cover story in New York Times Metro
Spiking Traffic with International Press
TNT Rizzoli & Isles Times Square Screening
Advance Screening of What Would Become TNT’s Most Highly Rated
Premiere A massive public screening in New York’s
Times Square for TNT’s most anticipated series of 2010
CPR handled all logistic, event design/layout, permitting, premiums, security, simulcasts on other Times Square screens, etc.
Included screening, branded premiums, roving street teams and more
An estimated 100,000 impressions generated in this, America’s most renowned public space
The End… Time to go in CPR style…