Effort: RedEnvelope Free Bus.
Agency: Field Source, Dallas.
Twist: To cut through the roar of online shopping sites and promote its gift-buying services in the crucial weeks of the holiday shopping season, RedEnvelope commissioned red double-decker buses for a multicity promotion. Decorated with RedEnvelope's logo, the buses gave free rides in high-profile shopping areas of major cities on the busiest shopping days of the year. A bus grabbed media attention by ferrying members of the Temptations to the stage for their halftime performance at Stanford University's home game against Notre Dame Nov. 27.
Vital statistics: Buses appeared in New York, Chicago, San Francisco and La Jolla, Calif. They had two runs, Nov. 26 through Nov. 28 and the first two weekends in December. A free-of-charge massage therapist rode along with Manhattan shoppers.