Ms. Brown Takes the Stage

 

The newest member of the beloved M&M’S® family made her bi-coastal debut on Monday, January 30. Ms. Brown, the sixth character to represent the M&M’S® brand, was unveiled in style at the M&M’S® flagship store in Times Square and by Neil Patrick Harris at The Grove in Los Angeles. Although she is the most recent character to be revealed, Ms. Brown has been around since the chocolate candies’ inception.

According to Mars Chocolate North America, Ms. Brown has her own distinct personality, which is rooted in her wisdom, high intelligence and sharp wit. Her unmatched knowledge of milk chocolate vaulted her to the position of Chief Chocolate Officer – a position she’s excelled in for seventy years, helping make M&M’S® one of the most popular milk chocolate candies in the world.

Following the successful launch of products like M&M’S® Pretzel Chocolate Candies, as well as witnessing the admiration her fellow characters enjoy from fans around the world, Ms. Brown decided now was the time to come out from behind-the-scenes and remind the world that M&M’S® are not your average milk chocolate.

“We’re very excited to introduce Ms. Brown to the world,” said Debra A. Sandler, Chief Consumer Officer, Mars Chocolate North America. “Now is the time for Ms. Brown to step into the spotlight – and there’s no bigger spotlight than Super Bowl Sunday.”

M&M’S® unveiled the first images of Ms. Brown during special events at The Grove in Los Angeles, as well as M&M’S® World in New York City on Monday, January 30, 2012 where fans also had the opportunity to watch the reveal event live on Facebook at www.facebook.com/mms.

Following the Super Bowl ad, which was created by BBDO New York, Ms. Brown plans to stay in the national spotlight throughout 2012 to showcase M&M’S milk chocolate credentials. She’ll be featured in a series of television, print and digital ads, in-store displays, promotions, as well as on Facebook and Twitter.

 

To learn more about Ms. Brown, visit www.facebook.com/mms or follow her on Twitter at www.twitter.com/mmsbrown.

 

Images courtesy of Mars Chocolate North America and Gothamist.com.

Synergy is Hiring

Design Intern – Spring 2012

Company Overview:
Synergy Events is an award-winning event marketing agency that specializes in mobile marketing tours, PR events, PR stunts, product launches, and sponsorship activation programs. Our partners include industry leading brands, PR agencies, fortune 100 companies, and professional sports leagues and governing bodies.

Job Specifics:
Synergy Events is currently seeking a dynamic, energetic, motivated graphic design student to learn our company culture, design language, contribute the company’s DNA and gain valuable design experience. This is a very hands on position within a growing department. Interns will work with our Design team in developing, creating, and preparing graphic solutions for company and client needs.

Job Requirements:
-Proficiency in the Adobe CS 5 Creative Suite.
-Experience with 3ds Max or Softimage XSI - not required but a BIG plus.
-A strong visual vocabulary
-An innate design sense (color, typography, layout hierarchy, etc…)
-Keen organizational and time management skills
-Close attention to detail
-Strong pre and post-production skills (Readying for print, cutting, mounting, etc…)
-Excellent oral and written communication skills
-An awareness of current design trends
-Website design/coding – not required but a BIG plus

Follow-up:
If interested, please send a cover letter, resume and PDF of (or link to) digital portfolio to: Kelly Gayara at kgayara@synergyevents.com

Please type ‘Design Intern’ in the subject field of the e-mail. We will try to follow-up on all emails, but cannot guarantee a response.
www.synergyevents.com

Trusted Brand Lets Moms 'Dish' with a Star

One of the most trusted brands in America may have a new look, but the formula has never changed.

 

Ivory, most famously known for its purity and floatability, announced its official Facebook page, Facebook.com/Ivory, to compliment its new ad campaign and modern branding at a launch event at the Metropolitan Pavilion on Monday, Nov. 7. The white-walled Gallery served as a perfect backdrop for the soap that is 99.44% pure.

 

 

The media-only event included guest appearances by Mario Lopez, Abby Elliot, Katrina Bowden and Ivory spokeswoman Melissa McCarthy. As guests made their way down the white carpet, they were greeted by hors d'oeuvres and cocktails specially created to reflect Ivory’s three scents: original, lavender and aloe.

 

 

McCarthy joined members of the Ivory brand team to convey their excitement about reintroducing a simple, reliable product to consumers who are looking for little, cheap ways to pamper themselves in a down economy.

 

McCarthy, the Emmy-winning actress best known for her breakout role in Bridesmaids, related her personal experience with Ivory soap from childhood through parenthood to a crowd of 100 attendees.

 

 

“It reminds me of my sister and I taking crazy baths when we were really tiny,” said McCarthy.  “Then I see my own little girls in the tub together, wrestling and fighting over a bar, and I think ‘ah, it’s just like me and Margie.’”

 

Ivory soap fans will be able to ‘dish’ with McCarthy on the newly launched Facebook page where she will host honest and open conversations about everything from marriage to parenting, including hiding from kids in the bathroom.

 

Event guests were able to explore the new page at Ivory computer kiosks. They also tested their carving skills on two 600 pound blocks of Ivory soap and received customized photos of themselves in a larger-than-life soap dish.

 

 

The Facebook page and Soap Dish were developed by Citizen Paine in Irvine, Calif. The ad campaign was designed by Wieden & Kennedy, based in Portland, Ore. Synergy Events created and managed the event for Citizen Paine.

 

 

 

   

 

12 Most Outrageous PR Stunts in the History of Marketing (and Lessons Learned)

According to the Online Etymology Dictionary:

stunt (n.) “feat to attract attention,” 1878, Amer.Eng. college sports slang, of uncertain origin. Speculated to be a variant of colloq. stump “dare, challenge” (1871)

 

A PR stunt is a daring or challenging feat to attract media attention. Pioneered by the likes of PT Barnum and mastered by folks like Richard Branson, the stunt has become a tool to generate publicity [lots of it].

 

So what can we learn from the the 12 most outrageous stunts? Let’s have a look:

1. Frozen Grand Central

The group ‘Improv Everywhere’ masterminded this stunt in Grand Central Terminal. It inspired a number of ‘flash mobs’ in its wake. 28+ million YouTube views later:

2. British Airways can’t get it up!

 

In the words of Richard Branson:

“We have fun competing, and we sometimes do it with a smile. When British Airways managed to sponsor the London Eye, the giant Ferris wheel on the banks of the Thames, they called a massive press conference. There was just one problem: They couldn’t get the wheel up; it was lying on the ground.

So we scrambled and got an airship [blimp], and as the wheel lay on the ground with the press watching—they had been kept waiting for seven hours—the airship flew over the wheel with a huge sign saying “BA can’t get it up.” This is the stuff that makes people smile. It is done in a tongue-in-cheek way, but it is very much part of the Virgin brand. It is this kind of fun-spirited competition that helps build a brand.

Lesson: Timing is everything. Speed trumps genius and opportunity favors the bold.

[Photo Credit: www.virgin.com/img/aboutvirgin/howitallworks/zepplin.jpg]

 

3. Panda’s in Paris

 

The WWF placed 1,600 papier mache panda bears in front of the Eiffel Tower. The number represented the number of pandas alive in the world and drew attention to the issues about their native environment in China.

 

[Photo Credit: hc gilge]

 

Lesson: Strength in numbers. Bring an idea or a number to life in a compelling way.

 

4. Dr. Pepper and Guns N’ Roses

 

Dr. Pepper promises to give everyone in America a taste of the Doctor assuming GN’R released it’s long awaited ‘Chinese Democracy’ by the end of 2008.

 

Lessons: Take advantage of an existing meme (online theme). Fans had wondered if the album (17 years in the making) would ever be released.

 

NOTE: If you make the offer . . .

 

Be sure to have the ability to make good on it. The brand drew significant scrutiny on its fulfillment.

 

[Photo Credit: KMazur / Getty]

 

5. Best PR Job in the World

Queensland Tourism took out a bunch of classifieds advertising ‘the greatest job in the world’.

 

According to Tourism Queensland, “To date it’s generated more than $70 million in publicity value through TV, radio and newspaper coverage, as well as special online discussion groups, bulletin boards, blogs and websites with applicants critiquing their competition, having detailed discussions and swapping ideas and tips.”

 

Lesson: Make it social and let consumers spread the word

6. Face from Space

How do launch a new logo for KFC in a way that transcends language? You build the world’s largest logo near Area 51 in Nevada. You then shoot it with the Google Earth satellite. This program generated over 600 million global media impressions.

 

Here is the timelapse of the build: [Watch the end of the video for an almost cautionary tale involving filming with a helicopter]

 

[Disclaimer: This was a project I was personally worked on at Synergy Events]

 

Lesson: Create a strong visual to transcend language

 

7. Taco Bell buys the Liberty Bell

 

 

Playing an April Fools prank in 1996, Taco Bell took out a full page in The New York Times and five other major newspapers, resulted in public outrage and hordes of press.

 

The ad read:

 

“In an effort to help the national debt, Taco Bell is pleased to announce that we have agreed to purchase the Liberty Bell, one of our country’s most historic treasures…”

All in good fun. Right?

 

Lesson: Play off of a holiday in a tongue and cheek way.

8. Michael Jackson and HIStory on the Thames

Sony created a 33 foot tall Michael and floated it under Tower Bridge in London. It was one of 10 statues placed around Europe to launch the late King of Pop’s Double CD HIStory.

 

Lesson: Build it ‘larger than life’ and they will cover it.

 

9. Jerry Seinfeld and the launch of Bee Movie

Head to the biggest film festival and create history by launching yourself from a famous hotel, across four lanes of traffic and the beach to land on a pier. Seinfeld did the flying with Chris Rock emceeing the action:

 

 

Lesson: Leverage a celebrity for a built in media hook. Making a grand entrance or reveal is essential.

 

10. Oprah and the G6

Every member of the audience (276 to be exact) receives a new car courtesy of Pontiac.

Lesson: Go over the top with a clever ‘Branded Act of Kindness’

 

11. Whopper Freakout

What happens when you take an American Icon off the menu for one day? Roll video:

 

Lesson: People don’t know what they’ve got . . . till its gone.

 

12. How to launch the name of your new company?

The folks at GRASSHOPPER sent 5,000 FedEx packages containing a total of 25,000 chocolate covered grasshoppers to the most influential people in America.

 

Lesson: The road to mainstream media can be driven through online influencers

 

Any other PR stunts that deserve an honorable mention in the comments?

 

This blog post originally appeared on 12 Most.

World Financial Center Events - Synergy Reviews Best NYC Event Sites

Synergy Events has executed thousands of experiential events in New York City for global brands and leading public relations agencies. We are taking a look at Times Square, Grand Central Terminal, Union Square Park, Herald Square, South Street Seaport, Bryant Park, Penn Station, Madison Square Park and the World Financial Center as some of the best event sites in New York City.

 

These site reviews offer helpful event tips if your brand or client is planning a media-driven product launch, pr stunt, sponsorship activation or consumer event in New York City.

 

The World Financial Center is located in lower Manhattan on the Hudson River near Battery Park in the Financial District. The World Financial Center attracts more than 1 million consumers per month.

 

Here is Synergy’s brief video overview of the World Financial Center:

Things we like about events at the World Financial Center:

• Medium priced (depending on house production costs)

• High consumer traffic

• Two options: Winter Garden (Indoor) and Upper and Lower Plazas (outdoor)

 

Additional tips when considering an event: at the World Financial Center:

• The World Financial Center is busiest in the summer months

• Accomodates a large footprint with more than 20,000 square feet of event space

• Downtown location can be challenging for media

• Foot traffic is strongest during commuting hours and lunchtime

• Next to ferry and North Cove Marina

• High income demographic with both commuters and Battery Park residents

• Requires 90 days of advance notice to book 
• Home to some of world's most powerful financial institutions

Synergy Events is a go-to event partner for PR agencies and brands. We work with high-profile venues all across the country, including the World Financial Center and many others in New York City. Synergy's turnkey solution includes site selection and negotiation, fabricating event elements, staffing, permitting, signage and much more. 

South Street Seaport Events - Synergy Reviews Best NYC Event Sites

Synergy Events has executed thousands of experiential events in New York City for global brands and leading public relations agencies. We are taking a look at Times Square, Grand Central Terminal, Union Square Park, Herald Square, South Street Seaport, Bryant Park, Penn Station, Madison Square Park and the World Financial Center as some of the best event sites in New York City.

 

These site reviews offer helpful event tips if your brand or client is planning a media-driven product launch, pr stunt, sponsorship activation or consumer event in New York City.

 

South Street Seaport is located in lower Manhattan on the East River just below the Brooklyn Bridge and next to the Financial District. The iconic wooden Pier 17 and cobblestone streets of Fulton Market attracts over 5 million visitors per year.

 

Here is Synergy’s brief video overview of South Street Seaport:

Things we like about South Street Seaport events:

• Moderately priced

• High consumer traffic

• Variety of options

• Private venue, so faster turnarounds

 

Additional tips when considering a South Street Seaport event:

• Seaport attracts a mix of tourists and NYC residents and is busiest in the summer months

• Easy access for media, but location downtown can be challenging

• Traffic: Foot traffic is steady and is best during lunch and dinner hours

 

Synergy Events is a go-to event partner for PR agencies and brands. We work with high-profile venues all across the country, including South Street Seaport and many others in New York City. Synergy's turnkey solution includes site selection and negotiation, fabricating event elements, staffing, permitting, and signage.

 

Madison Square Park Events - Synergy Reviews Best NYC Event Sites

Synergy Events has executed thousands of experiential events in New York City for global brands and leading public relations agencies. We are taking a look at Times Square, Grand Central Terminal, Union Square Park, Herald Square, South Street Seaport, Bryant Park, Penn Station, Madison Square Park and the World Financial Center as some of the best event sites in New York City.

 

These site reviews offer helpful event tips if your brand or client is planning a media-driven product launch, pr stunt, sponsorship activation or consumer event.

 

Madison Square Park is an urban oasis located in the Flatiron District between 5th and Madison between 23rd and 26th in lower midtown. The park is property of the City of New York and is governed by a partnership between Park & Recreation and the Madison Square Park Conservancy.

 

Here is Synergy’s one minute video overview of Madison Square Park:

 
Things we like about Madison Square Park events:

• It's not a commercial space and therefore you are not competing for attention with other brands during your event.

• The Park tends to be a destination rather than a thoroghfare with elements such as a dog run and playground.  Consumers are willing to stop and engage.

 

Additional tips when considering a Madison Square Park event:

• The park is governed by the Madison Square Park Conservancy.  They will need to review a complete plan for your event before granting approval.  The conservancy tends to be selective.

• The Shake Shack is located at the southern end of the Park and tends to get long lines during the lunch and dinner hours.

• You are not allowed to execute events on the grass.

• Cost: medium-to-high site fee.

• Traffic: Foot traffic is steady but light

 

Synergy Events is a go-to event partner for PR agencies and brands. We work with high-profile venues all across the country, including Madison Square Park and many others in New York City. Synergy's turnkey solution includes site selection and negotiation, fabricating event elements, staffing, permitting, and signage.

 

Synergy Events Promotes Four, Hires Three

Synergy Events is proud to announce four promotions, including Melissa Lee to Account Director, Megan Kuhmann to Account Supervisor, Leann Wilbur to Account Executive and Mike Boyce to Production Manager. Also new to the Synergy team are Evan Balter, Kelly Gayara and Gretchen Viola.

 

Lee has been promoted from Account Supervisor to Account Director. She joined Synergy in 2003 as an intern before starting full-time as an Account Coordinator. She is a 2003 graduate of Rutgers University where she received a B.S. in Exercise Science and Sport Management.  She resides in Matawan, NJ.

 

Kuhmann has been promoted from Senior Account Executive to Account Supervisor. She joined Synergy Events in 2005 after working for Special Olympics New Jersey and the Phoenix Suns. She is a 2004 graduate of University of Louisville, where she received a B.S. in Sport Administration and won three National Championships as a part of the University’s Cheerleading team.

 

Wilbur, who has worked at Synergy since 2009,  has been promoted from Account Coordinator to Account Executive. She is a 2007 graduate of Rutgers University, where she received a B.S. in Exercise Science and Business Economics. She resides in Ortley Beach, NJ.

 

As part of Synergy’s account team that plans and manages experiential events for Synergy’s clients, Lee, Kuhmann and Wilbur have collectively worked on hundreds of programs and events, including USTA’s SmashZone, got milk? Milk Mustache Mobile Tour and the Wachovia Way2Save Challenge Tour.

 

Boyce has been promoted from Operations Coordinator to Production Manager. In his expanded role, he will oversee the build and strike of Synergy’s events, lead on-site vendor coordination and manage the company’s vehicle fleet. Boyce, who started at Synergy in 2007, is a 2006 graduate of Kean College, where he received his B.A. in History with a minor in sports management. He resides in Belmar, NJ.

 

Working alongside Boyce will be Synergy’s new Production Assistant, Evan Balter, who received his B.S. in Business Management in 2011 from Pennsylvania State University. Balter participated in Synergy’s internship program before moving into his newly created role. He is a resident of Roseland, NJ.

 

Kelly Gayara is Synergy Events’ new Graphic Designer. After working as a designer for clients in the commercial and medical fields creating 3-D animated renders and promotional pieces, she joins Synergy’s creative department. She will work directly with members of Synergy’s account, marketing, and production teams to create event renders for client proposals, design marketing materials and provide creative direction for the company’s website. She received a B.A. in Digital Design, Cum Laude, from Farleigh Dickinson University in 2005. She resides in Red Bank, NJ.

 

Gretchen Viola is Synergy’s new Account Executive. Her event experience includes seasonal and temporary positions with the New York Mets, 2010 Olympic Games, Super Bowl XLV and the 2010 US Open. Her background also includes a position as the Director of Operations for a National Women’s Lacrosse company and as the Varsity Head Lacrosse Coach at Summit High School for three years. She is a 2004 graduate of Hobart and William Smith College where she received a B.A. in Sociology and International Relations, captained the varsity lacrosse team, was named a first team All-American and was ECAC Player of the Year. She resides in Keyport, NJ.

 

“I am very pleased to announce these promotions and new hires,” said company president Peter Hurley.  “Synergy’s position as a leader in the event marketing industry is a result of the hard work and dedication by people like Melissa, Megan, Leann and Mike. Adding Gretchen, Evan and Kelly reflects our recent growth working with new and existing brand-side clients, as well as our PR agency and sports league partners.

 

Located in Ocean, NJ within 200 miles of four of the top eight media markets, Synergy plans and executes experiential marketing events for top PR agencies, global brands, Fortune 100 companies and sports leagues. Synergy’s core capabilities include mobile marketing tours, PR events and stunts, product launches and sports sponsorship activation programs.

-30- 

Media Contact:

Keith Green

 

Vice President, Communications & Agency Partnerships

kgreenATsynergyevents.com

732.493.4210 ext. 203

 

Penn Station Events-Synergy Reviews Best NYC Event Sites

 

Today (July 14) marks the two-year anniversary of one of most unique and exciting events in our 19+ years in the event marketing business: Synergy built a lounge on top of the Madison Square Garden Marquee that David Arquette lived in for two days. The Snickers® “Bar Hunger” event was designed to raise money and awareness for Feeding® America, the nation’s leading domestic hunger organization.    

The event, which won an “Ex-Award” from Event Marketer magazine, demonstrated how successful events can be at or surrounding New York City’s Penn Station, the busiest commuter hub in the United States, serving 300,000 people every day. It is an excellent, media-friendly location to hold a consumer activation, product launch or PR event.   

Here is Synergy’s one minute video overview of Penn Station events:

 

Things we like about Penn Station events:

• More than 300,000 passengers pass through Penn Station every day via Amtrak, Long Island Railroad and New Jersey Transit. Six New York City subway routes also stop at Penn Station.

• Penn Station stretches from 7^th to 8^th avenues between 31^st and 33^rd streets in Mid-Town Manhattan, making it an excellent location and a media-friendly event site.

• Low cost: Site fees for the Amtrak Rotunda are reasonably priced.

• There are indoor and outdoor event options. For example, sampling can take place both inside and outside of Penn Station to capture a wider audience than commuters.

• Madison Square Garden is located here, so there are opportunities to reach a specific demographic attending a sports event or concert.

  Additional tips when considering a Union Square Park event:

• The event space inside Penn Station is run by Amtrak.

• Event space inside Penn Station on the Main Concourse at the Amtrak Rotunda is limited to a square 20’x 20’ space.

• Set up, which can be completed via a loading dock, must be finished by 7:00 a.m.

• Traffic inside Penn Station tails off considerably after the morning rush hour is over at 9:00 a.m., but outside is still ideal for engaging consumers.

• Engaging consumers is limited to the area in the Main Concourse. Events, sampling or engagement are not permitted in the main ticket-buying area or on elevators, escalators or stairs.

Here are just a few examples of some of Synergy's event work at Penn Station:

• Snickers® “Bar Hunger” event

• Crest® 3-D Whitestrips “Hostess for the Holidays” event

• Crest® Pro-Health “Summer of Sensitivity” event

Synergy Events has executed thousands of experiential events in New York City for global brands and leading public relations agencies. So far, we have reviewed Times Square, Grand Central Terminal, Union Square Parkand Penn Station. In the coming weeks, we will take a closer look at Herald Square, South Street Seaport, Bryant Park, Madison Square Park and the World Financial Center as some of the best event sites in New York City. 

 

These site reviews offer helpful event tips if your brand or client is planning a media-driven product launch, pr stunt, sponsorship activation or consumer event. 

 

Synergy Events is a go-to event partner for PR agencies and brands. We work with high-profile venues all across the country, including Penn Station and many others in New York City. Synergy's turnkey solution includes site selection and negotiation, fabricating event elements, staffing, permitting, and signage and branding.

Union Square Events-Synergy Reviews Best New York City Event Sites

Synergy Events has executed thousands of experiential events in New York City for global brands and leading public relations agencies. We are taking a look at Times Square, Grand Central Terminal, Union Square Park, Herald Square, South Street Seaport, Bryant Park, Penn Station, Madison Square Park and the World Financial Center as some of the best event sites in New York City.

 

These site reviews offer helpful event tips if your brand or client is planning a media-driven product launch, pr stunt, sponsorship activation or consumer event.

 

Union Square Park is one of the busiest residential hubs in New York City, making it an excellent location to hold a consumer product launch or PR event. The north and south plazas are the two main areas for consumer events.

  

Here is Synergy’s one-minute video overview of Union Square Park:

 

Things we like about Union Square Park events:

• More than 250,000 people live in a half-mile radius of Union Square Park, so foot traffic is never an issue.

• Eight subway stops converge at the Park, with more than 35 million people stopping there annually.

• Media friendly: While not quite as media friendly as Grand Central Terminal or Times Square, Union Square Park is still easily accessible for the press.

• 95% of Union Square’s residents age 25 and over are high school graduates and 71% have finished college or hold an advanced degree.

• Approximately 12,000 businesses are located within a one-half mile radius of the park.

 

Additional tips when considering a Union Square Park event:

• The park is governed by NYC Parks Department, but Union Square Partnership is part of the application process, which can add time to receiving approvals. (A meeting and formal presentation to the Union Square Partnership board is sometimes necessary, so allow extra time for this part of the process).

• Union Square’s Greenmarket is held on the north and west plazas every Monday, Wednesday and Friday.

• Other built-in seasonal events you may have to compete with include  “Summer in the Square”, ”Harvest in the Square” and the “Union Square Holiday Market.”

• Traffic is measurably higher during lunchtime.

•  Cost: medium-to-high site fee.

Here are just a few examples of some of Synergy's event work at Grand Central throughout our 19 years:

• Staples “Shred Across America” Tour.

• Anniversary event for major US Open sponsor.

• Media/consumer event for pet food brand.

 

Synergy Events is a go-to event partner for PR agencies and brands. We work with high-profile venues all across the country, including Union Square Park and many others in New York City. Synergy's turnkey solution includes site selection and negotiation, fabricating event elements, staffing, permitting, and signage and branding.