Beaucoup Boo Krug
May 17, 2012 12:55 AM Subscribe
posted by mattdidthat (95 comments total)
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At Burning Man 2011, select participants were invited to an elaborate champagne dinner party
, with food prepared by New York City chef Phil Winser of The Fat Radish. But who hosted the party, what was the reason for the dinner, and why were only certain participants invited? Well, the dinner was a marketing campaign for Krug.
With Burning Man as a backdrop, Krug's marketing team and events agency
invited society bloggers
and publications such as Town & Country
and W Magazine
to photograph and write about the "exclusive" dinner for its brand loyalists, with the intent of getting extensive coverage and brand exposure. After the dinner and photo shoot
, Krug's teams abandoned the setup
and left the entire mess for Burning Man to clean up.
When the New York Times asked Krug's brand director Carl Heline about Burning Man, he remarked, "It's not that different than Fashion Week."
Burning Man has a long-standing policy regarding advertising at and commodification of the event. While Burning Man allows media members to publish photographs for editorial purposes, Burning Man does not permit the use of images for branded articles and product placement. Outraged by Krug's marketing campaign and disregard for Burning Man's 10 Principles
, the Burning Man community has been voicing their opinions of Krug on Twitter
and Facebook. Burning Man organizers have posted the entire story on The Burning Blog.