Livestock owners: A new year and new regulations

first_imgShare Facebook Twitter Google + LinkedIn Pinterest The biggest news to hit livestock owners in recent decades started on New Year’s Day. I’m talking about VFD — no, not a venereal disease or a nutritional disorder. Rather, I’m talking about the Veterinary Feed Directive, mandated by the Food and Drug Administration (FDA) which took effect Jan. 1, 2017.The VFD is an advanced step that:Prohibits giving food animals oral antibiotics to promote growth and feed efficiency. The VFD allows antibiotic use for food animals only to promote their health and welfare.Reduces the risk of pathogens developing resistance to antibiotics, by regulating use of medically important antibiotics (those used to treat human disease) and restricting their use in food animals. Significant evidence shows that overuse of antibiotics contributes to the development of drug-resistant genes in common pathogens. Drug resistance in pathogens threatens human and animal health.Puts licensed veterinarians in charge of directing antibiotic use for food animals, to make sure the animals receive only drugs that are necessary for their health. Formerly the vet was often circumvented from developing the diagnosis and recommended therapy.A VFD is a document that a veterinarian presents to an animal owner and his feed distributor, prescribing antibiotics that are to be administered orally to treat sick food animals or prevent illness. Feed mills will prepare feed formulations, per the VFDs prescribed by veterinarians. The feed mills will be required to keep detailed records, as will veterinarians and animal owners.Frankly, I look for this to be an administrative Excedrin headache for feed mills because of the multiple roles they must assume. The feed mills will be required to label, monitor, inventory and keep tabs on raw antibiotic ingredients, antibiotic premixes and completed feed mixes.The VFD will impact everyone in food animal agriculture except, perhaps, dairy herds. Regulations have been in place for many years banning use of oral antibiotics for dairy cows.A key component of the new VFD regs has been in place for many years. That is, that food animal producers — even 4-Hers who show livestock at the county fair — must have an established veterinary-client-patient relationship (VCPR).A VCPR is defined as a relationship established by a food animal owner or farm manager with a veterinarian who has visited the facility, is familiar with the production system or individual animals, keeps records of medications prescribed and, in the case of large production operations, maintains regular communication. A VCPR is kind of old news. And for many years, the FDA has mandated that veterinarians prescribe injectable medication for food-producing animals.However, the VCPR regulation was loosey-goosey as far as how it was followed and enforced. Producers might purchase antibiotics from a local feed store or order from a catalog or traveling “snake oil” salesman without demonstrating they had a VCPR with a licensed veterinarian.Also, drug wholesalers had company veterinarians who would prescribe medications from afar. Those days have been over for several years. However, violations still occurred occasionally even after the FDA plugged gaps in VCPR enforcement.Now, under the VFD, the FDA is mandating that no oral antibiotic medications may be used for growth promotion, under any circumstance. And that all oral antibiotic medications must be prescribed by a veterinarian who has a VCPR with the farm owner/manager. Plus, the medication must be prescribed for a health benefit.In years gone by, food animal producers were permitted to feed livestock low-level antibiotics (referred to as sub-therapeutic levels) to increase growth rates while reducing the incidence of chronic diseases.In 2014, the FDA banned all antibiotic feeding for growth promotion. Immediately, all major pharmaceutical companies began phasing out antibiotics for this purpose. Pharmaceutical companies removed growth promotion claims from their FDA product licenses and product labels.But it took some time for the ban to be fully enforced until the market pipeline and retail shelves could be cleared of these banned products. In general, pharmaceutical companies have been very cooperative with FDA.Oral antibiotics can still be used for livestock, but only to prevent or treat a disease condition and only when the antibiotics have been prescribed with a VFD by a veterinarian who has an established VCPR with a farm’s owner/manager. And please note: medications can no longer be recommended or prescribed by a veterinarian to cover an indeterminate time period. The farm management must confer with the veterinarian of record for each new group of animals that are placed in the facility. This can happen every six or eight weeks, sometimes more often.Farms must maintain medication records for at least two years, in the potential event of an FDA audit. Veterinarians must demonstrate similar accountability with their own record systems.It is anticipated that only 20% of these records will be maintained on paper. The bulk of the information will be stored digitally. The veterinary world has had computer software programs available for several years to manage such records. Now it will be more important than ever for vets to be tech savvy. Old fogeys like me question whether we could survive in this generation.Now here’s a wild card I’d like to throw in: bees — as food-producing animals, like cattle and pigs, but a lot smaller and often airborne — also fall under the FDA’s new VFD regulations. To obtain antibiotics for their colonies, beekeepers will also be required to establish a VCPR with a licensed veterinarian, who will issue VFDs for prescribed treatments.For years, apiaries have been “free-range,” with no regulations regarding antibiotics. You’ve likely read about the colony collapse disorder (CCD) that destroys about 40% of bee hives each year. Fortunately, the causes of CCD are being identified and solutions are being developed.In a vacuum of information and ready solutions for CCD, apiarists used antibiotics, sometimes indiscriminately. The FDA has mandated that these practices be organized under supervision of veterinarians to reduce — like with other food animal species — the risk of antibiotic resistance.I can only imagine the chagrin beekeepers will feel when they learn they must consult a vet if they want to give antibiotics to their bees. I must confess, I don’t know billy bejesus about bees, other than to avoid their pointy end. And I’m not alone. Thankfully, the Ohio Veterinary Medical Association has organized a bee symposium for veterinarians at their annual Midwest Conference in February.Who knows, I could learn how to pregnancy check a queen bee.last_img read more

Apple Ditches YouTube & Google Maps In iOS 6: Who Wins & Who Loses

first_imgFor Apple and Google, breaking up is hard to do. Today’s release of Apple’s iOS 6 sees the the addition of many new features, as well as the removal of some notable code that has been with iOS for a long time: Apple’s YouTube app and the use of Google Map data within the Maps app.Part of Apple’s ongoing extrication from its entanglement with Google, many people will be watching this move carefully to see what, if any, effect this will have on the companies’ bottom lines.Based on early reports, it seems one part of the breakup will go pretty smoothly, while the other will be fraught with user peril.Changing The ChannelThe YouTube change is not likely to have too much effect on either company. Contrary to some rumors floating around the Internet this week, Apple isn’t banning YouTube from the new version of its mobile operating system; it’s just removing the built-in app it created to access Google’s popular video service on iOS devices.You can still watch YouTube, of course. Google released its own YouTube app last week (though it’s ready only for iPhone, not iPad users). Of course, you can just use a Web browser on the iPhone or iPad to go to YouTube.com directly. In fact, on the iPad, that may even be a preferable solution. And there are plenty of free video search apps available that will plumb the depths of YouTube and other video sites, such as Vimeo.So did Apple ditch YouTube in a fit of pique? Not necessarily. As CNET’s Casey Newton points out, YouTube is increasingly trying to move to a channel-based model. The new approach is very noticeable in the service’s new app layout, too. This channel alignment is a very good way to parse potential ad-clickers into more easily targeted demographics, so it’s no surprise that YouTube and its parent company Google are moving in that direction. By pulling its own YouTube app and promoting apps that are more video search oriented, Apple is quietly disrupting YouTube’s plans.It should not make much of a difference in the long run – people will still be getting to YouTube, where the ads and eyeballs ultimately need to meet. What it Takes to Build a Highly Secure FinTech … Dangerous Curves AheadThe real bumps in the road may come with the introduction of Apple’s updated Maps app.There are many new features getting introduced in the iOS 6 version of the Maps app, such as turn-by-turn navigation and a new “flyover” mode. But already many reviewers are missing the one thing that the new Maps doesn’t have: Google Maps data.Instead, Apple’s mapping data is coming from vendors TomTom and Waze, with search data tied in to the Yelp location-based review service.It’s expected that a new service, especially one replacing a highly robust geo-location dataset, is going to have some gaps in information. But it may be hard to explain that to phone users who suddenly can’t find businesses and other locations on their iPhones that were there before.And the new dataset may not just be lacking a little – there could be big gaps. Waze CEO Noam Bardin distanced himself from the apparent coming storm when iOS hits the virtual shelves today, telling Business Insider, “Apple went out and partnered with the weakest player… They’re now coming out with the lowest, weakest data set and they’re competing against Google, which has the highest data set. What’s going to happen with the Apple maps, is that you’re literally not going to find things. When you do find them, they might be in the wrong place or position geographically. And if you do have it, the route to it may not be the optimal route.”Businesses are noticing, too. Josh Carr of Rocky Mountain Mac Repair posted a detailed examination of the new Maps local search, and was not impressed with searches for his own business.“All of the work I’ve put into our local recognition is completely gone because I focused so keenly on Google Places,” Carr wrote. “By limiting search to Yelp businesses, there were only two places returned for ‘iPhone Repair.’ They illegally use the trademarked term ‘iPhone’ in the name of their company on their Yelp record. One of the companies used a false name just so they had iPhone in the title.“So, I need to create a false Yelp business and hope that Apple legal doesn’t come after me just to show up in Maps? Wow,” Carr added.Why Maps MatterProblems aside, this is an app that Apple will want to get right, and soon. Mapping is one of the most-utilized services for other apps on mobile devices. Geolocation is a key part of many apps, and users access maps and navigation on their devices often.The change is a big deal for Google, too. A lot of ad money comes out of Google Maps, which is why Google spends billions getting that service up to date. Cutting Google out of the map equation is potentially a harsh blow to Google’s bottom line.How harsh? Analytics firm comScore puts Apple’s share of the U.S. smartphone market at 33.4% as of the end of July. That’s a very large user group that will suddenly no longer be accessing Google Maps.What’s not known: Will iOS users be patient with Apple if the Maps transition turns out to be as rough as predicted? Apple has a limited window of opportunity to lure more users to its Maps service. In June, Jeff Huber Google’s Senior VP, Commerce & Local wrote in a Google Plus comment, “We look forward to providing amazing Google Maps experiences on iOS.”That points to a Google-developed app for Google Maps coming soon to iOS. Apple has that long to at least match what Google can offer. Related Posts Tags:#Apple#Google#iPad#iPhone#mobile brian proffitt Role of Mobile App Analytics In-App Engagement The Rise and Rise of Mobile Payment Technology Why IoT Apps are Eating Device Interfaceslast_img read more

GIVEAWAY! Win An All Expenses Paid Trip to NAB Show

first_imgPACKAGE INCLUDES:• 3 night hotel stay at the LVH• Roundtrip airfare from the US• Pass to NAB Show• $500 spending money UPDATE: THE CONTEST HAS NOW ENDED.  Thanks to all who entered. Please follow us on Twitter and Facebook for info on future giveaways!Royalty free music leader Premiumbeat.com, in partnership with LearningDSLRVideo.com, is giving away an all expenses paid trip to the 2013 NAB Show in Las Vegas, Nevada – an $1,800 value! One lucky winner will be chosen at random and contacted on 11/17/12.Must be over 18 to enter. Open to international entrants, void where prohibited. Official giveaway rules here.About NAB ShowThe annual NAB Show in Las Vegas, Nevada is the world’s leading trade show for video, film and media content creators. With nearly 100,000 attendees from across the globe, NAB showcases the latest gear and equipment from from exhibiting companies and organizations.About LearningDSLRVideo.comLearningDSLRVideo.com is an online community led by DSLR authority Dave Dugdale. Dave share’s his passion for creating high quality DSLR videos in his frequent video tutorials, product reviews and engaging interviews. Check out THE STORE, a new extension of LearningDSLRVideo.com that provides high-quality in-depth video tutorials and training on DSLR cameras, equipment and techniques.last_img read more

Happy Holidays From HubSpot! [Video Card]

first_img Topics: Originally published Dec 24, 2010 8:00:00 AM, updated October 20 2016 Naturally, the best way to do this is by showing the different faces behind HubSpot. Watch our video card to see those faces and read our message. We hope you enjoy watching it as much as we enjoyed making it! Thank you for your ongoing support and passion for inbound marketing. We are lucky to have you as a part of our community! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 2010 has been a great year for HubSpot The HubSpot Team Happy Holidays, Holiday Marketing — all thanks to you! Our community has inspired each one of our teams to work hard, experiment, and embrace constant learning. With the holiday season in full swing, we at HubSpot wanted to say thank you and send warm wishes your way!last_img read more

Why Marketers’ A/B Testing Shouldn’t Be Limited to Small Changes

first_img The classic case study for this type of testing is  Running a Page-Level Design Test  for his upcoming  , meaning that you’ve hit a glass ceiling in your design. Without a big shake-up, you won’t make any big gains. shouldn’t just be about small changes. You can do page-level testing (and even flow-level testing) and get very interesting results, often faster and more insightful than the incremental, small changes that A/B testing is known for. So change your testing strategy to include big leaps, and you can avoid the local maximum that much longer. red/green button test results combining A/B testing with other methods , where Google rigorously tested the color of the links on Google Search and Gmail to see which shade of blue converted best. And because Google has a tremendous amount of traffic, they were able to actually see differences between two shades of blue that a normal person would be hard-pressed to distinguish. At huge scale, small differences are discernible, so it makes sense for Google to do that testing. Most people who do Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack There are some differences between element-level design and page-level design. The big one is that designing another page takes a lot longer than just writing another headline. So creating the variations and setting up the test will take longer. But once you start, the differences between two differently designed pages will show up much faster than the differences between two headlines. You’ll get test results more quickly with a page-level test because the variations will be so different.  that this is the best type of test to run). But there has also been a lot of  A/B testing not . The purpose of the test was to show that even something as innocuous as button color can make a real difference… Here is an example of a test in which a page-level design had a large effect. Luke Stevens tested  . Instead of testing single design elements like headlines, images, or call-to-action buttons, simply design two completely different pages and test them against each other. In this way, the entire page becomes the variable you’re testing. It’s still as valid a test as ever, but you’re just working on a higher level. test the entire page as a variable Performance Based Design book An Example of a Page-Level Design Test We’re seeing lots of folks A/B test large changes recently, and it’s something I’m sure we’ll see more of. I’ve helped a lot of people get started with page-level testing, and the results are always interesting. In one recent example, the design team for an art site was testing classic paintings of the old European masters vs. modern abstract artworks, and conversion changed drastically based on whether members of the audience were in their twenties vs. in their fifties. It turns out that younger people dig abstract art and older people like the European masters. This seems to make some sense in hindsight, but it was testing that led to the insight in the first place. Originally published Aug 3, 2011 1:02:00 PM, updated June 28 2019 two completely different versions of a homepage discussion . The results weren’t even close. One outperformed the other by 131%.  about the downsides of this incremental approach. The argument is that if you continually test small items over time, you won’t be able to iterate your way to a much better design. Instead, you’ll just improve in very small increments and get stuck in what has come to be called the  But for the vast majority of folks working with much smaller traffic, that sort of incremental testing isn’t feasible. Yet most people still seem to test one variable at a time. (As an aside, we’ve been guilty of publishing results like this such as the  , you’ll get the complete picture you’re after. Local Maximum A/B testing So the answer is simple:  Don’t Limit Yourself to Small Changes do it modestly, testing only one variable at a time. They test headlines, images, button text, and other important page elements that are crucial to conversion. This makes sense. These elements are simple to test, the results you get are clear, and the next step is obvious: you permanently implement the text or image that converts best. By keeping the testing to one isolated variable, you can be more confident in the results. Now, let’s imagine one page worked much better than another, and you wanted to know why. Well, you might be concerned that since the entire page was your variable, you cannot confidently pinpoint the exact reason. Was it the different layout, style, or copy? If you don’t know why something is working/not working, you’ll probably want to roll some other UX methods into the mix, such as interviews or user testing. By In summary, Google’s 41 Shades of Blue studylast_img read more

12 Awesome LinkedIn Infographics in 2011

first_img Originally published Sep 1, 2011 11:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack LinkedIn Marketing Topics: As a marketer executing a social media marketing strategy, LinkedIn should be one of your top priorities. And with the social network attracting over 100 million business professionals to its user base, you can’t be wrong.Last week, we published “The Ultimate Cheat Sheet for Mastering LinkedIn,” which serves as a helpful guide to some of the most hidden, under-utilized tricks for taking advantage of all LinkedIn has to offer. But if you still need convincing that LinkedIn is a social network where you should be spending some of your social media marketing time, the awesome statistics and data in the following 2011 infographics could serve as a wake-up call.1. 100 Million Professionals by LinkedIn2. The Value of Being Linkedin by OnlineMBA.com3. The LinkedIn Profile by Lab424. LinkedIn’s Road to IPO by The Credit Score Blog5. How to Be the Man (or Woman) on LinkedIn by SocialMediaSonar.com6. The State of LinkedIn by Vincenzo Cosenza7. LinkedIn Identity by Gigya8. Battle of the Sexes: Who Are the Savviest Networkers? by LinkedIn9. LinkedIn for B2B Marketers by LeadFormix10. A Snapshot of LinkedIn on its 8th Birthday by paidContent.org 11. LinkedIn at a Glance by leftygbalogh.com12. Sequencing the Startup DNA by LinkedInHow do you use LinkedIn for marketing? If you don’t already, has any of the data in these infographics convinced you to start including LinkedIn in your social media marketing strategy?last_img read more

25 Jaw-Dropping Marketing Automation Stats [Data]

first_img Marketing Data Originally published Nov 18, 2011 1:30:00 PM, updated February 01 2017 Topics: Marketing automation is a hot topic among marketers these days, and even though we believe in the power (for both good and evil) of marketing automation, there are still some people that are a little squeamish about the concept.So we’ve compiled some super cool stats and data to help paint the picture of what’s going on in the marketing automation industry, illustrate the key challenges marketers are facing, and show how marketing automation has helped address those problems. See if your business can identify with any of these jaw-dropping marketing automation stats.The Marketing Automation Industry1.) The B2B marketing automation industry will reach $325 million in revenue by the end of 2011. This is a more than 50% increase over 2010, which had also doubled in revenue from the year before. (Source: Raab Associates) Tweet This!2.) The adoption of marketing automation technology is expected to increase by 50% by 2015. (Source: Sirius Decisions) Tweet This!3.) Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years. (Source: Focus Research) Tweet This!4.) By 2020, customers will manage 85% of their relationship without talking to a human. (Source: Gartner Research) Tweet This!5.) 50% of respondents to a 2011 Focus survey stated they have not realized the full value of their marketing automation investment, and less than 25% use their platforms to their full potential. Tweet This!Marketing Automation Challenges6.) 50% of qualified leads are not ready to purchase immediately. (Source: Gleanster) Tweet This!7.) The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. (Source: Sirius Decisions) Tweet This!8.) Nearly 2/3 of B2B marketers identified engaging key decision makers as their top challenge. (Source: Forrester Research) Tweet This!9.) 47% of B2B marketers say they either close fewer than 4% of all marketing-generated leads, or they don’t even know this metric. (Source: Forrester Research) Tweet This!10.) 89% of marketers said email was their primary channel for lead generation. (Source: Forrester Research) Tweet This!11.) With a delivery rate of just 75%, achieving strong inbox placement remains a challenge in the B2B sector. (Source: Return Path) Tweet This!12.) Only 33% of companies who use both CRM and marketing automation said the two integrated well. (Source: The Experts Bench) Tweet This!13.) 64% of CMOs have either an informal or no process to manage their marketing automation. (Source: The Annuitas Group) Tweet This!Why Marketing Automation Rocks!14.) Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) Tweet This!15.) Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (Source: The Annuitas Group) Tweet This!16.) Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group) Tweet This!17.) Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research) Tweet This!18.) 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. (Source: Forrester Research) Tweet This!19.) 25% of marketers who adopt mature lead management processes report that sales teams contact prospects within one day. Only 10% of marketers report the same follow-up time without mature lead management processes. (Source: Forrester Research) Tweet This!20.) Companies with mature lead generation and management practices have a 9.3% higher sales quote achievement rate. (Source: CSO Insights) Tweet This!21.) Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research) Tweet This!22.) Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Source: Aberdeen Group) Tweet This!23.) Gartner estimates a 15% savings on creative production with marketing automation. Tweet This!24.) Gartner estimates a 5% reduction in marketing waste through automating fulfillment. Tweet This!25.) Event-triggered marketing can potentially save 80% of your direct mail budget. (Source: Gartner Research) Tweet This!If you’re grappling with making the marketing automation leap or trying to make the case to your boss, these stats should help give you some context around the world of marketing automation.Have you ventured into the world of marketing automation? What kind of gains have you seen from your efforts?Image credit: Benson Kua, veganstraightedge Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

9 of the Most Shocking Guerrilla Marketing Campaigns of All Time

first_imgExecuting a remarkable guerrilla marketing campaign takes a lot of things. Interruption. Surprise. Inception-like thought control abilities.No biggie!Really, if you’ve ever tried to pull one off, you know guerrilla marketing campaigns are risky business. Most of the time, they’re a total flop because you just didn’t get that right mix of cool, shocking, and creative. Other times, they’re a bust because you end up making a lot of people really, really angry. And then once in a blue moon, your insane idea actually pays off. Once in a while.This post is going to revisit guerrilla marketing campaigns that fall into all three of those camps. The flops, the total flops, and the rare successes. And whatever the outcome, if these campaigns have one thing in common, it’s that they’re all totally shocking.1) The Blair Witch Project Pre-Release CampaignWhenever someone asks me what guerrilla marketing is, this is the example I cite — because who could forget The Blair Witch Project? A few college film students created a super low budget horror flick and turned it into a national blockbuster by staying one step ahead of the public’s perception of the urban legend they had manufactured. That’s right, this guerrilla marketing campaign created an actual urban legend surrounding the Blair Witch, thanks to a website that thousands of gullible early adopters bought into along with some posters that expertly blurred the line between fantasy and reality.Even now, some people are still swearing by the existence of the Blair Witch even as moviegoers came in droves to catch the revolutionary flick.2) Halfway, Oregon renamed “half.com, Oregon” For One Year1999 was a big year for guerrilla stunts. In December of 1999, half.com propositioned the small Pacific town of Halfway, Oregon to change its name to half.com, Oregon, in exchange for $110,000, 20 new computers for its schools, and other undisclosed financial terms. While the name change was never legally solidified, the town accepted unofficially, and signs were posted at the town’s borders welcoming passers-by to “America’s First Dot-Com City.” The campaign certainly generated a lot of press, and while we can’t be sure, we imagine it must have generated some site traffic, too. Half.com ended up being purchased by eBay, and Halfway, Oregon ended up demanding over $530,000 in unpaid funds from eBay in 2004.3) The AC Milan vs. Real Madrid Heineken StuntIt’s no secret that Italian men love their football. In 2010, Heineken pulled off a risky stunt that nearly left over 1,000 Italians trapped at an opera and poetry event their significant others, friends, and even journalists talked them into attending — making them miss the big game. As the event began, clues started being dropped that something was amiss, until the big game, AC Milan vs. Real Madrid, was finally revealed on a huge screen, sponsored by Heineken. To the delight of the patrons, Heineken beers were immediately served, and the night was declared a success. Social media buzzed about the event for days, declaring Heineken the hero who rescued the people from the clutches of high art and returned them to football.4) The Belarus Free Speech Teddy Bear DropThis one made headlines at the beginning of August 2012. In what was initially described as a prank carried out by Studio Total, a Swedish PR agency, pilots in teddy bear masks airdropped parachute-clad teddy bears into Belarus. The bears carried with them messages of free speech and human rights, and as such, they were not taken lightly by Belarusian officials. They made a bold statement about a very specific idea, and got people’s attention in an unexpected and memorable way. This one stirred up the controversy, too, resulting in the firing of two generals and the arrests of two Belarusian citizens. 5) The Aqua Teen Hunger Force Lite Brite Bomb Scare of 2007While this certainly earned Aqua Teen Hunger Force and Interference, Inc. a whole bunch of publicity, it was likely not the kind they were looking for — especially not when one of the headlines reads “Two held after ad campaign triggers Boston bomb scare.” Yeah … somehow, I doubt “bomb scare” was the memory Interference, Inc. was going for with their guerrilla campaign. But in 2007, that’s exactly what happened to Interference, Inc., the marketing team who tried to execute a 10-city Lite Brite extravaganza to promote the new Aqua Teen Hunger Force movie. Lite Brite works of art, shaped like characters from the movie, were attached to highly-traveled structures like bridges and overpasses. In Boston, the Lite Brite was placed in a busy transportation hub and was mistaken for a homemade bomb. A massive evacuation was conducted and Boston police got involved, suspecting terrorism.6) Vodafone Streaks Through Telstra StadiumMuch like Italians love their football, Australians love their rugby. Unlike the Heineken stunt, however, Vodafone’s foray into guerrilla marketing at sporting events didn’t end up with such positive buzz. During the 2002 Bledisoe Cup match, two streakers appeared on the field. As streakers do, they scurried across the field wearing nothing … except Vodafone logos painted across their backs. Their presence was largely disruptive, not exciting, and may have caused a game-winning kick to be missed, resulting in many angry fans. Vodafone took an additional risk with this stunt by performing it in Telstra Stadium. Telstra is one of their main competitors in the Australian phone market. While the stunt certaily got Vodaphone a lot of press, most of it was negative.7) IKEA’s Trip to Bondi BeachWhat are the three things you should bring with you to an Australian beach? Sunglasses, sunscreen, and a book to read as you relax in the sun. IKEA chose to celebrate the 30th birthday of one of its most popular bookshelving units, the Billy, by setting up a bright red one in the sand of Bondi for just one day. Fully stocked with literary classics and summer reads alike, beachcombers arrived to discover fresh new reading options that they could take in exchange for the ones they brought. There was also an option to donate to the Australian Literacy and Numeracy Foundation. IKEA left its name written in the sand, and garnered quite a bit of positive press as a result of the one-day-only stunt.8) Pandas Invade ParisIn 2008, there were 1,600 wild pandas left in the world. In an attempt to raise awareness, the World Wildlife Foundation curated the creation of 1,600 hand-made papier mache pandas, which were placed in various locations across Paris — first in front of Hotel Ville, then across the city. It was a striking display that seemed, at first, quite vast, but hit home quickly as viewers realized that every panda in their sight represented the only pandas remaining in the wild. The campaign was political, emotional, and talked about for years afterwards.9) OBEYThis campaign was started by then-student at Rhode Island School of Design Shepard Fairey. He created a stealth guerrilla marketing campaign featuring stickers, posters, and stencils of a character called Andre the Giant. There were two main variations: one with a close-up of a sullen face with the tagline “OBEY” and one announcing to the world that “Andre the Giant Has A Posse.” His aim was not to sell a product or service, but to make people aware of stealth advertising campaigns — and, in disseminating his stickers across cities in high volume, aware of how frequently they are bombarded with marketing. Using a tagline like “obey” heightened the impact of the campaign: unwanted advertising is everywhere, and we are expected to obey its commands. At least … that’s what outbound marketers want you to think! But you know better than that ;-)Are there any other extreme guerrilla marketing campaigns we should have included on this list? Share them in the comments!Image credit: htakashi Topics: Marketing Campaignscenter_img Originally published Aug 24, 2012 2:00:00 PM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more