Literary Character Brought to Life by Penguin Random House Canada

Penguin Random House Canada took to the streets of Toronto on Tuesday September 1st to promote the release of the newest edition to the Millennium Series “The Girl in the Spider’s Web” by David Lagercrantz.

The first three books of the Stieg Larsson’s Millennium series exploded onto the scene and in March 2015 had sold more than 80 million copies worldwide. Most people will recognize the title of the first novel in the series “The Girl with the Dragon Tattoo” which was made into a blockbuster movie starring Daniel Craig and Rooney Mara.

A group of 20 women dressed up as Lisbeth Salander and attracted bystanders by wearing matching black leather pants and jackets, black wigs, a variety of silver jewelry and of course open backed shirts to show off their matching dragon tattoos. They also had at least three black mopeds as an homage to Lisbeth Salander’s motorcycle, which added to the protagonists punk rocker look.


The group of 20 Lisbeth’s, including one Penguin Random House Canada employee were handing out mini printed excerpts of the book to pedestrians in a variety of locations downtown Toronto. Different locations the Lisbeth’s could be found included Union Station, Nathan Phillips Square, Bay and King and the Indigo bookstore at Bay and Bloor.

The campaign was supported by the Penguin Random House Canada social media accounts, including Twitter, Facebook and Instagram and utilized the hashtag #theGIRLisback.

The @PenguinCanada twitter feed was presented as having been “hacked” by the lead protagonist of the novels, Lisbeth Salander, and was followed up with tweets of where followers could find the Lisbeth Salander’s in Toronto throughout the day.

indigo chapters

The “hack” quickly took over the @RandomHouseCA account, eventually crossing over to the @ChaptersIndigo, @indigogreenroom and @IndigoBayBloor accounts to reach a collective 220K followers.

taken over other accounts again

Penguin Random House Canada was able to impact a large number of readers by combining the in-person Lisbeth Salander’s and printed excerpts of the book with social media. The only thing that could have made this campaign better would have been providing a digital download of the excerpt to the Twitter, Facebook and Instagram followers. Although with copyright law this may not have been an option.

NYC Coffee Shop Recreates ‘Friends’ Central Perk Coffee Shop

Need a coffee fix and are in the Soho area? Eight O’Clock Coffee has you covered with their pop-up cafe at 199 Lafayette St. in New York City. The show Friends is celebrating its 20th Anniversary this year. As a tribute the packaged coffee company Eight O’Clock Coffee has teamed up with Friends to create an exact replica of the Central Perk set.

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The cafe will be open September 17th to October 18th and will be offering free coffee to visitors.In addition to free coffee, the Central Perk pop-up shop will also be offering their newest, limited edition flavour of coffee: ‘Central Perk’.

central perk

People can purchase the new coffee flavour and merchandise from the show at the pop-up cafe. The cafe also includes a variety of props from the show and the bleach blonde barista Gunther, played by James Michael Tyler, will also be appearing at Central Perk to serve coffee.

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There are even rumors that there will be musicians singing “Smelly Cat” sometime during the operating hours.

Eight O’Clock Coffee is showing great brand awareness and marketing prowess by aligning itself with the award winning Friends. Central Perk is iconically associated with the show. The coffee shop was so iconic that there are actual Central Perk coffee shops that are permanent cafes in England and China.

Friends fans are already flocking to the Eight O’Clock Coffee Central Perk cafe and everyone going to Central Perk will be enjoying a free Eight O’Clock Coffee. With the combination of exposure and potential of new buyers this guerrilla marketing campaign is surely going to be a success for the brand.

As an added bonus Eight O’Clock Coffee set the opening and closing hours of Central Perk as eight o’clock, a nod toward the company name which was chosen because the company ran a survey which found people most commonly drink coffee at eight o’clock in the morning and eight o’clock at night.

So if you are in need of a cup of joe and some nostalgia make your way to Central Perk in New York.

Free Vacations with Marriott’s Virtual Reality Teleporter

If the high price tag to Hawaii is holding you back, fear not, Marriott hotels has you covered with their new virtual-reality Teleporter. Marriott teamed up with Relevant and Framestore to develop the Teleporter, a part of their  their ‘Travel Brilliantly’ campaign.

The ‘Teleporter’ is a virtual-reality booth that Marriott created to to offer people a quick look into their hotel lobby, and take people on a short vacation in a virtual world. Hotel guests and members of the public are encouraged to step inside and place the headphones and goggles on and be transported to a virtual vacation spot.

Each trip in the virtual reality Transporter begins in a virtual version of the Marriotts Greatroom Lobby. From the Greatroom visitors are transported to one of two virtual locations, Tower 42 in London, or black sand beach in Hawaii. The Teleporter is more than just seeing the locations, or hearing them with the headphones; the experience also includes 4-D elements in the form of heat, wind and mist and engages visitors sense of smell with lush palm trees, coconut oil and salty sea air, so visitors feel as though they are physically on vacation.

The ‘Travel Brilliantly’ campaign is targeted toward a younger market; the ‘next-generation’ of guests and is focused on creating user engagement for the improvement of Marriott services to enhance visitors travel experiences. The introduction of the virtual-reality Transporter will is a fun, interactive way to engage current Marriott guests and the general public.

The Marriott Teleporter will be travelling to variety of US cities over the next few weeks. Dates of the Transporter locations are listed below.

September 19-23, 2014
New York Marriott Marquis

September 26-29, 2014
Boston Marriott Cambridge

October 2-5, 2014
Marriott Marquis Washington DC

October 9-12, 2014
Atlanta Marriott Marquis

October 17-20, 2014
Dallas Marriott City Center

October 24-27, 2014
San Diego Marriott Marquis

November 6-9, 2014
San Jose Marriott

November 13-16, 2014
San Francisco Marriott Marquis

Behind the Scenes Video

Marriott Hotels Oculus Rift VR Teleporter 1  Marriott Hotels Oculus Rift VR Teleporter 3 Marriott Hotels Oculus Rift VR Teleporter 4 Marriott Hotels Oculus Rift VR Teleporter 5 Marriott Hotels Oculus Rift VR Teleporter 6

Photos courtesy of Marriott Hotels


IKEA Rock Climbing Wall Scales New Heights

Ikea continues to stun the advertising world with their creative marketing campaigns. There has been the incredible instagram website take over and their excellent billboard tactics.

Ikea’s latest Guerrilla marketing campaign is in Clermont Ferrand France where they have constructed a 30 foot high rock climbing wall in front of the Clermont Ferrand Cathedral.

Not only is the wall designed with typical rock climbing hand holds, but the rest of the climbing apparatuses are designed to appear like Ikea furniture (a variety of chairs, dressers and other household items). Furthermore the entire climbing wall is designed to look like one floor of a house, including a kitchen, a bedroom, a sitting room and a childrens playroom; all designed to help climbers not only ascend the wall, but to move about as freely as they’d like.

The wall is operated by experienced climbing professionals who help any willing participants to scale the temporary exhibit. The climbing wall is in celebration of IKEA opening its 30th store in France and was conceptualized by Ubi Bene of France.

IKEA Rock Climbing Wall Scales New Heights 1 IKEA Rock Climbing Wall Scales New Heights 2 IKEA Rock Climbing Wall Scales New Heights 3 IKEA Rock Climbing Wall Scales New Heights 4