Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
LastMinuteTravel.com did not quite make the last minute of Super Bowl XXXIV’s telecast, but it smartly marketed itself as if it was going to.
The Atlanta dot.com apparently knew from the start that, at best, the spot would be the first to run after the game ended (which is what happened). But the startup sent out press releases touting its “eCowboys” effort, by New York’s Burkhardt & Hillman, as running sometime during the fourth quarter.
This led to front-page stories in both the Los Angeles Times and The Atlanta Journal-Constitution, as well as mentions in The New York Times and others (including Adweek).
“We actually meant we were going to be one of the last ads of the Super Bowl broadcast,” explained Gayle McIntyre, company svp of communications.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in