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BtoB

Chilling Out

By Published on .

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You remember "The Bubble Boy" from "Seinfeld." In that darkly humorous episode, George Costanza is nearly strangled by a pair of gloves that the boy—who turns out to be a grown man—uses to reach through the bubble barrier after the two play Trivial Pursuit and clash over who invaded Spain in the eighth century (the "Moors" or the "Moops"). In a somewhat lighter vein, Durham, N.C.-based ad agency McKinney just presented "Snowglobe Boy," which started out as a digital holiday card and turned into a Web phenomenon—and a world record. Ben Eckerson, a 24-year-old broadcast producer at McKinney, became the world record holder for the longest time spent inside an inflatable snowglobe: 78 hours and 30 minutes. (The World Records Academy has recognized the feat on its Web site.) His round-the-clock stay was on display through a special Web site set up by McKinney (http://snowglobeboy.mckinney.com) that featured live audio and video streams of Eckerson chilling inside the snowglobe. The site worked wonders for McKinney, garnering 60,000 visits in one week from 128 countries; 1,500 blog posts and online discussion about Snowglobe Boy and 28,000 views of the video on YouTube. It also guaranteed 105 million PR impressions. Media cost: zilch. Brad Brinegar, McKinney Chairman-CEO, said in a news release: "We're excited to have created a holiday card that served its `green friendly' purpose and created a completely unique conversation between the agency and people everywhere." At last check, Eckerson was thawing comfortably.
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