Who has not heard at least once about the hit HBO TV series ‘Sex and The City.’ Well other than residents of the US, over here in Europe it has also become one of the most talked about shows and a ‘pop culture’ phenomenon.
When we arrived in Berlin, our German friends from the IMK took us out one night to one of the most hip and chic clubs in the city called Felix. To my surprise right as we stepped in the club’s entrance there was a table and banners set up and a few girls giving us a little card to fill out. When I was writing in the information I realized that it was a contest to win MANOLO BLAHNIKS!!! This is the now SUPER HOT AND FAMOUS brand of shoes that the star of the show Carrie Bradshaw made popular because of wearing them in the series. I instantly thought: “Wow! What a great promotions tactic!”
A few days later walking around the city I noticed a column on a sidewalk with a huge promotional banner announcing the event that I went to at club Felix. Right beside it there was a man in a bicycle taxi and since I do not understand German I asked him of he could translate what the banner said in English. As we engaged in a quick conversation, the man expressed his opinion about ‘Sex and The City’ taking over Berlin. He thought that there was too much ‘hype’ and ‘buzz’ made about the premier of the movie, and that Berlin was trying too hard to seem as a ‘high fashion’ city like New York. The man also told me that there was even a show created trying to imitate the original series but that it was nothing like it. I found this man’s opinion very interesting.
A few hours later walking down a street with many stores I spotted yet another strategy of the ‘Sex and The City’ campaign. The store Peek & Cloppenburg had its entire window display theme about the premier of the movie. It had four mannequins dressed up in super chic ensembles representing the four ladies of the show. The background had the ‘Sex and The City’ recognizable font in huge pink sparkling letters. Finally I got to see the movie in Prague, and there were also promotional banners around the city announcing the movie in theaters.
To me this whole ‘Sex and The City’ campaign is yet another way in which it is clearly seen how people from other cultures, in this case Europeans, are affected by what is done, what is happening and what is the latest “big thing” in the United States. Imitating the Americans becomes a more and more popular trend as time goes by. Music, movies, TV shows, food, and many other aspects of the American culture are copied by other cultures around the world.
I was not able to see what other events or strategies were executed prior to the movie premier, but the different advertising and promotional strategies that I saw are possibly part of a good campaign. I really liked the Manolo Blahniks event, the Peek & Cloppenburg window display and the bicycle taxi driver’s opinion on this whole ‘Sex and The City’ excitement.
When we arrived in Berlin, our German friends from the IMK took us out one night to one of the most hip and chic clubs in the city called Felix. To my surprise right as we stepped in the club’s entrance there was a table and banners set up and a few girls giving us a little card to fill out. When I was writing in the information I realized that it was a contest to win MANOLO BLAHNIKS!!! This is the now SUPER HOT AND FAMOUS brand of shoes that the star of the show Carrie Bradshaw made popular because of wearing them in the series. I instantly thought: “Wow! What a great promotions tactic!”
A few days later walking around the city I noticed a column on a sidewalk with a huge promotional banner announcing the event that I went to at club Felix. Right beside it there was a man in a bicycle taxi and since I do not understand German I asked him of he could translate what the banner said in English. As we engaged in a quick conversation, the man expressed his opinion about ‘Sex and The City’ taking over Berlin. He thought that there was too much ‘hype’ and ‘buzz’ made about the premier of the movie, and that Berlin was trying too hard to seem as a ‘high fashion’ city like New York. The man also told me that there was even a show created trying to imitate the original series but that it was nothing like it. I found this man’s opinion very interesting.
A few hours later walking down a street with many stores I spotted yet another strategy of the ‘Sex and The City’ campaign. The store Peek & Cloppenburg had its entire window display theme about the premier of the movie. It had four mannequins dressed up in super chic ensembles representing the four ladies of the show. The background had the ‘Sex and The City’ recognizable font in huge pink sparkling letters. Finally I got to see the movie in Prague, and there were also promotional banners around the city announcing the movie in theaters.
To me this whole ‘Sex and The City’ campaign is yet another way in which it is clearly seen how people from other cultures, in this case Europeans, are affected by what is done, what is happening and what is the latest “big thing” in the United States. Imitating the Americans becomes a more and more popular trend as time goes by. Music, movies, TV shows, food, and many other aspects of the American culture are copied by other cultures around the world.
I was not able to see what other events or strategies were executed prior to the movie premier, but the different advertising and promotional strategies that I saw are possibly part of a good campaign. I really liked the Manolo Blahniks event, the Peek & Cloppenburg window display and the bicycle taxi driver’s opinion on this whole ‘Sex and The City’ excitement.
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