extraordinary average presentation
DESCRIPTION
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pop rocks & cokeAbernathy | Cabral | Johnson | Kuan | Ledner | manosh
YdoUthink Awareness
0%
25%
50%
75%
100%
Spring 2002 Spring 2003 Spring 2004 Spring 2005 Spring 2006 Spring 2007 Spring 2008
30%
15%
Will always be smokers
Social and Emotional Appeal
Smoke to be badass
Nobody sneaks into the woods to have a conversation.
It’s never appealed to me. I’ve always seen it as gross.
high conviction
health risks important
counter to their identity
SWING SMOKERS
I don’t buy my own cigarettes so I don’t consider myself a ‘smoker’
but I’ll smoke if I’m offered a cigarette in a social situation.
Curiosity Belonging>
Peer PressureEnabling
NOT a stereotypeI am a tapestry
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Smoking is the most uncreative way to be a rebel.
TELEVISION
Posters
tin of ten
The league of extraordinary average
everyday renegades
YOU’VE BEEN TAPPED FOR THE LEAGUE
Here are your mandatories:
1. Grab your given supplies.2. Create something epic.
3. Upload a pic or vid of it to extraordinaryaverage.comand check out what your fellow leaguers have been up to.
[Anything you make will be more original than smoking.]
GAME ON, LEAGUERS.
website
mobile
reaching out
rollout plan
July Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
TV
In-theater
Mobile
Web
Direct Mail
Apparel
Prizes
2011
budget
Why is this going to work?
Over 5,000 activity guides sent
Over 1,000 registered events
Taking kick butts day to a whole new level
