Archive·Wired·July 2005·Quoted as EVP, 1st Approach
No Escape as Live 8 Saturates
How the Live 8 anti-poverty concerts were being pushed across every medium at once -- AOL streams, text-to-screen, blogs, satellite radio; Jeff, blogging the event, was quoted on the awareness effect and on brands tone-deafly stuffing $12,000 celebrity swag bags at a poverty benefit.
We’re living in a different world now than the first Live Aid,
One person’s voice doesn’t carry as far as just their neighbor or their friends.
Just seeing that people are involved and (poverty) concerns them will raise awareness,
This is something that everybody cares about, all over the world.
Greenfield, the marketing expert and blogger, said the blogosphere has already been chattering about the gift bags, which will reportedly include Hugo Boss suits, Seven jeans, Gibson Guitars and Bertolucci watches, among other fancy gewgaws. Greenfield said it would have been much smarter for the companies to make a donation on the celebrities’ behalf.
We think it’s interesting that brands want to be included in a swag bag that has to do with poverty,
