Part 3: Viral Videos Do Not Happen – They Are Caused

If I’ve said it once I’ve said it a thousand times: It’s not a flashmob if you hire people to do it, and it’s not viral if you hire a PR company to publicize it. Long story short, for some reason PR companies think I am interested in blogging about their “Fresh Thinking & Flawless Execution” flashmobs. I am not. And so as I have done in the past, I choose to publish the email that was sent to me – and not the video, in an attempt at shedding some light on the war over mindshare.

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From: Rebecca Janoff <[redacted]>
To: Shahar Golan
Subject: Wolf Invasion Flash Mob – Last Night in Meatpacking!
Date: Friday, Feb 18, 2011 4:08 pm
Hi Shahar,
Just wanted to make sure you heard about the WOLF INVASION FLASH MOB that infiltrated the NYC meatpacking district last night, to launch the newest vodka from the Bacardi USA portfolio: ERISTOFF!
Details are below and include a link to both photos and footage. Please let me know if there is anything else you need.
Packs of Sexy She-Wolves Infiltrated NYC’s Meatpacking District amid Fashion Week Party Prowlers
WHAT: A pack of taxis converged on the intersection of 9th Avenue and West 13th Street in NYC’s Meatpacking District filled with “wolves” howling to the moon last night to celebrate the US launch of ERISTOFF – Vodka from the Land of the Wolf. Hundreds of spectators gathered on the streets to catch the scene, which erupted in a full scale flash mob to songs like She Wolf and Hungry like the Wolf. One of Europe’s most popular spirit brands, ERISTOFF is now available throughout the United States. The NYC festivities took place near midnight in anticipation of today’s full moon.
WHO: Bacardi U.S.A. and ERISTOFF Vodka, Europe’s most popular spirit brand from the “Land of the Wolf”
WHEN: Thursday, February 17, 2011 Approaching Midnight
WHERE: Meatpacking District, New York City, 9th Avenue at West 13th Street
CONTACT: Chris Walters, 917-[redacted], [redacted]
Rebecca Janoff, 917-[redacted], [redacted]
MORE: Images and video of the spectacle are available here:
About ERISTOFF(r) Vodka
Made from 100 percent pure grain, ERISTOFF(r) is triple distilled and charcoal filtered using the original recipe created in 1806 by noble Prince Eristoff of present day Georgia. Its iconic logo of the wolf howling at a crescent moon has become of symbol of the brand’s Georgian heritage and quality. ERISTOFF(r) is available in three varieties: ERISTOFF(r) Original (80 proof), ERISTOFF(r) Red (40 proof) named for its bright red color and sweet taste of sloe berries, and ERISTOFF Black (40 proof) named for its dark, bold color and taste of wild berries. ERISTOFF is available in a full range of sizes: 1.75 liter (SRP $23.99), 1.0 liter (SRP $16.99), 750 ml (SRP $13.99), 350 ml (SRP $9.99), 200 ml (SRP $5.99) and 50 ml (SRP $1.49).
Rebecca Janoff
Senior Account Executive, Lifestyle & Travel
H A R R I S O N & S H R I F T M AN
P. 917.[redacted] | F. 917.[redacted] | C. 609.[redacted]
141 WEST 36TH STREET | 12th FLOOR | NY 10018
Fresh Thinking & Flawless Execution
This email is intended only for the person or entity to which it is addressed and may contain information that is privileged, confidential or otherwise protected from disclosure. Dissemination, distribution or copying of this e-mail or the information herein by anyone other than the intended recipient, or an employee or agent responsible for delivering the message to the intended recipient, is prohibited. If you have received this e-mail in error, please immediately notify us by calling the Help Desk at (917) [redacted].

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