Book Burning Party
“Vote to Close Troy Library Aug. 2nd Book Burning Party Aug. 5th” (Book Burning Party), a preposterous idea that seems to parallel the plot of Fahrenheit 451 became the savor of the small library in the suburbs of Detroit. With a small budget of $3,500, Leo Burnett ad agency developed a guerilla and social marketing campaign, that used marketing communications to spread the word. Creative execution was at the heart of this campaign, with a highly controversial slogan and unclear roots it strategically sparked outraged within the community. They developed a Facebook page, Twitter account, placed classified ad’s, printed lawn signs and as those were ripped yards’ new ones were placed (Jaffe). Without the help of free PR,
“Vote to Close Troy Library Aug. 2nd Book Burning Party Aug. 5th” (Book Burning Party), a preposterous idea that seems to parallel the plot of Fahrenheit 451 became the savor of the small library in the suburbs of Detroit. With a small budget of $3,500, Leo Burnett ad agency developed a guerilla and social marketing campaign, that used marketing communications to spread the word. Creative execution was at the heart of this campaign, with a highly controversial slogan and unclear roots it strategically sparked outraged within the community. They developed a Facebook page, Twitter account, placed classified ad’s, printed lawn signs and as those were ripped yards’ new ones were placed (Jaffe). Without the help of free PR,