Adam and Tyler's Big Idea

Kind of a "Harold and Kumar Go to White Castle" for the brand marketing set, Adam and Tyler's Big Idea blog is one of those projects you wish:

a) you'd thought of because it looks like so much fun.
b) you wish you could do at your company without fear of playing "you bet your job".

Adam and Tyler are brand managers for New 1/3 Less Fat Philly Cream Cheese at Kraft. In an effort to build a promotion strategy, Adam and Tyler took to the YouTube airwaves for help from us, the public.

This is customer sourcing that works and pokes fun at itself simultaneously. (Note how many times they say "two-way conversation" and "media training". ) After sifting through many ideas, brainstorming, and consulting with their boss, the dynamic duo came up with "Breakfast from Heaven". "BFH" involved Adam and Tyler flying various major routes on Jet Blue, and serving bagels with New 1/3 Less Fat Philly in the back of the plane. But they didn't roll out unprepared. Like Jackie Chan and Chris Tucker in Rush Hour 2, they had to "mack out" and get their style game together. The solution? White tuxedos, with red bow ties to reinforce the brand.
The genius of this is, it makes crowdsourcing and cgm fun. (Last.fm are you listening?) You like these guys so much and get so engaged in the project giving your input isn't a chore. (even if you aren't getting paid.)

I'd love to see more marketers try this approach, whether they are already bloggers or not.

Note to Adam and Tyler: Please do this again for your next project! We need another two-way conversation!

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