Over on the Burning Blog, our friend Evil Pippi explains how Krug Champagne exploited Burning Man 2011 by staging a photoshoot to promote their product, which was featured in serveral publications including Town & Country.
Krug, a centuries-old luxury champagne house, and its publicity machine, staged and hosted an elaborate dinner party at the trash fence on Friday night of the 2011 event. Pre-event, Krug's PR agency pitched members of the media to photograph and report on the staged dinner for publications such as Town & Country and W Magazine. They invited society bloggers to the "exclusive" champagne dinner with the expectation of getting even more coverage, and pro photogs to shoot it. And it worked. The organizers of this event brought paid photographers to the playa and had them falsely register with Media Mecca saying they were there to cover general art and playa happenings, instead of telling the truth; that they were there to act as representatives of Krug – obviously knowing that if they had told the truth, they would not have been allowed to photograph. They then pulled the dinner off entirely under the radar, had the dinner covered both by their captive media and the general media, and managed to get product placement articles published.
photo via Taryn Cox
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