Plaid Summer Tour
Saturday, August 2, 2008

You are your brand.

Now there’s a guy with a call to action. Snapped quickly as we walked by with an iPhone was one of the people in the ‘old’ Vegas casino area responsible for saving Vegas and mankind, possibly in that order. He’s probably known as ‘The Jesus Guy’ by locals. The sign in his right hand has a list of everyone Jesus hates. The usual suspects like: Homosexuals, Muslims, bloggers, etc. Say what you will, but the overall messaging is direct. And with two foot letters, he didn’t have to shout a single word. (He also had Jesus schwag like flyers and shirts.) Always be branding people!

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Friday, August 1, 2008

When bloggers are attacked



We stay at some pretty damn skanky motels while on tour. That's part of the adventure, and part necessity for a small agency footing the bill for a national tour. Stays at the Motel 6, Super 8 and Travel Lodge will usually yield some pretty good road stories.

So we were all pretty stoked to check in at the Excalibur in Las Vegas, for our last couple of days on tour. And had no idea that it might turn out to be the most dangerous night of all.

Here's how it went down:

Dead asleep in my room, I was woken by someone knocking on my door during the middle of the night. Figuring it was a drunk who couldn't find his room, I ignored for a minute. And the knocking turned to pounding. I jumped up, peeked through the security hole, to see a complete stranger. I yelled out "you have the wrong room", thinking that when he hears someone's voice that he doesn't recognize, that he'd move on. Instead, he begins screaming "LET ME IN" and literally begins to KICK DOWN THE DOOR. Full force kicks, doing everything he can to knock it down. Now I'm scared for my life - literally - and call security.

Meanwhile, a couple of doors down, Bill (who is of much larger build than I am) OPENS the door to the dude. Because Bill is more man than Chuck Norris. Bill discovers that he is indeed just a drunk, who believes the best way into a hotel room is by force, and moves him along.

I'm still a bit upset with how Excalibur handled this situation, and won't be staying here again. I'd even love to press charges against this individual - but security indicates that 'he got away.' The most secure place in America (other than the Canadian border) and you can literally kick in the doors of any guest, and drunkenly walk away.

Lots of brand love lost for Excalibur at 4:16AM this morning. Anyone looking for a good bodyguard should get in touch with Bill.

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Thursday, July 31, 2008

Plaid does Mojave.



While en route to Las Vegas, we stopped at the Mojave desert for a really fun photo shoot. Timed it perfectly for awesome sun, sand and van. We needed some b-roll footage of the van, so Ryan offered to see how fast the van would go on an old empty road. Answer: pretty fast.

See the full set of shots here.

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Brand consistency—on the road.

One of the things about the tour is staying at places you might not normally stay if budget wasn’t an issue. Places you probably wouldn’t take your family on vacation, but for a business trip by yourself, they’re fine. Take the motels we’ve used so far: Travelodge, Econo Lodge, Super 8 and Motel 6. So far, Motel 6 has been the most consistent. Sure it’s not the Hyatt or W, but we’ve found they pretty much are about the same: clean, inexpensive and dependable. The others? Not so much.

Could it be that people don’t expect much in this category at that price? Possibly. Thing is, traveling the way we have been, we don’t need a lot of frills. But what we do need - wireless, decent size room and minimal freakage outside at 2:00 am, they’ve delivered for the most part. However, Travelodge and Super 8 have varied greatly. Having also used Super 8 exclusively on the first tour, the same held true over the three weeks we stayed there as well: From merely okay rooms to downright nasty.

It’s a small thing, but consistency at all levels and across multiple channels makes all the difference.

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Monday, July 28, 2008

Leave your desk.

Trying to catch up on the 50,000 blog posts and came across a great find from David at Ad Pulp on problems the traditional vs. interactive media crowds have. Regardless of what people call themselves now, and whether you’re an interactive freak or TV dude, something this tour reinforces applies to both worlds: Leave your desk.

Get out and see places. Flyover country. The smaller markets. Places where you’re a minority for a change. The people on brands who don’t have TV money to spend, let alone do a ‘cool’ Flash site. See what customer service is like in other states or how small companies compete for business using untraditional methods. See a car in a Super 8 with a cam, a helmet and a log in the rear window. All of it. How can you be better at what you do if you don’t fully understand things you try and convince your clients to do?

Leave your desk—and go sit in a van. You will not have a better time, I promise.

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Friday, July 25, 2008

Happy Birthday, Sara.



Birthdays are pretty special at Plaid, because we usually celebrate with cake. And everyone that works at Plaid loves cake. Tomorrow is coworker's Sara's birthday - which means that back at the home office, Plaid employees were sinking their teeth into some sweetalicious cupcakes. (Sara is known across the globe for her love of cupcakes.)

Not to be left out, we had our own little Sara celebration. With cupcakes and all. You'll see the whole party (a must see) in today's wrap up video - which should go live over the weekend.

Happy Birthday Sara, from Matt, Renato, Ryan, Bill, myself and the Plaid van!

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Thursday, July 24, 2008

rest stops: best place to discover new bands



Colorful vans have a magic ability of attracting interesting people. You should just paint your car like a rainbow today, and drive around.

While at a rest stop off freeway 5 somewhere near exit 603, we met Mad Tea Party. (Ironically, they're from Asheville, NC, a favorite stop of ours on last year's PlaidNation tour.)

The Mad Tea Party plays Uke-abilly. Or Retro-Pop. Or Rock 'n' Roll. Or whatever you call a duo that plays drums with their feet while strumming a guitar and singing.

Check them out in San Francisco on Saturday, at Amnesia or the Sonoma County Fair on Sunday 7/27.

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quote of the day: "My eyebrows ain't plucked, there's a gun in my truck"



From a random country music song, overheard on the radio somewhere between Oregon and California.

Yep. Lots of country music on the radio up here. (Not everyone in California is super progressive.) We expect that to change a bit, when we reach San Francisco. We're looking forward to some good times and fun people in the hilly city.

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Serious road day



Today we encountered the longest drive of the entire tour. Five and 3/4 hours, if you're driving non-stop.

But we can't drive non-stop. There's caffeine stops. Mexican food stops. Photo opp stops. So this is a seriously draining drive.

Things encountered so far:
+ Really cool signs
+ A super massive mountain/volcano (Mt.Shasta)
+ A lake that we've deemed houseboat city
+ A Cuervo bottle chandelier
+ A semi-truck with a severed Jesus arm "he spilled his blood for your sins."
+ Loads and loads and loads of country music on the radio. And some oldies.

At this moment, we're about 112 miles from San Francisco. Blogging, tweeting and driving our way down highway 5.

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Tuesday, July 22, 2008

quote of the day: "the UK. Look it up on the internet."



Today we were rock stars.

While gassing up with energy drinks and snacks at some random Shell station in the middle of Washington state, a gaggle of teenage girls saw the van, and wanted to know what it was all about.

Of course, we told them we were a rock band. From the UK.

Girls: The UK? What's that?
Plaid: Look it up on the internet.
Girls: Can we have your autograph?

Sensing danger, we put the pedal to the metal and hit highway five.

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Thursday, August 2, 2007

Pictures with Bill at the Clinton Library

We spent some time with Bill Clinton, at The Clinton Library, and got our pictures with Bill.

We splendored in the building's architectural goodness, and avoided the airport-like security search - by staying outside.

Rob, pictured at left, is completely surprised at actually meeting Bill at the Clinton Library. Ryan and I also got our pictures with Bill. What a day.

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Wednesday, August 1, 2007

Buckeye meets Plaid.

Prior to our visit to Elvis-land, we took care of business (TCB in Elvis-speak) with a ‘renegade’ meeting - showing up at a brand completely unannounced, where we believe we can make a difference.

This morning, we stopped at Buckeye Technologies. They’re a successful B2B brand, and an excellent example of where B2B branding is just as important as consumer branding. Absolutely a brand where Plaid power could make a significant difference in their business.

We met Anne, who was incredibly accommodating for an unannounced visit, and we reciprocated with lots of Plaid goodies. Overall, a good introduction. Here’s hoping for some Plaid in Buckeye’s future.

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Plaid gets a little Elvis.

After a really cool night on Beale Street downtown in Memphis, we couldn’t leave Tennessee without a stop at the mecca for all things Elvis, Graceland.

We bought tickets for the tour, and jumped on the shuttle-bus with a bunch of Canadian tourists and senior citizens. To ride across the street. (Elvis would have been proud that we didn’t walk the 200 feet.)

And the tour just dripped with Elvis excitement.
+ Audio tours, with skanky headphones, worn by other sweaty tourists.
+ More shag carpet than we’ve seen in a really long time.
+ Elvis’ tiki lounge/living room.

We hopped back on the shuttle bus to ride across the street. Feeling that a couple of postcards or an internet site might have saved the $25 entrance fee.

And then we discovered Elvis paradise. The Graceland OUTLET. Anything you can imagine, silk-screened in full Elvis glory. Plates, sun visors, rugs, purses, chapstick, and so much more. They even had a John Wayne section. (I guess Elvis and JW used to hang together at Graceland?)

We quickly loaded the van with Elvis magic and headed for the highway. Onward to Arkansas. With sideburns.

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Tuesday, July 31, 2007

Best BBQ. Ever.

We're on the way to Memphis, from Nashville. We're hungry. And magic happened off of exit 143, I-40, in Hurricane Mills, Tennessee.

Meet Jack and Vickey McCorkle, from Mustang BBQ. Best BBQ ever. We had the pulled pork and brisket sandwiches, with pickles, onions and deliciousness. And topped it off with some BBQ ribs. The most scrumptious ribs in the land.

The van is a little heavier, and we're in a better place. On to Memphis we go. Elvis, here we come.

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Meet Cliff. And Seymour.

Here's two of the more interesting characters that we've met along the way. Cliff and Seymour (aka "Dollar Don"), from Virginia Beach.

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Day 15. Bloody fingerprints and peeling paint don't gross me out anymore.

I'll bet the bigger agencies stay at the Westin. For more Soooper 8 fun, see the photo set of Bill's room.

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He needs his own show.

In many ways, it’s become the Ryan tour. Still fresh in my mind is his story from Asheville, NC over the weekend, which, he delivers in his understated way much the same way you would ask someone how their day was: “It was ok.” After hearing it and then having him tell us that that’s not even a fraction of what happens to him, I’m convinced he’s a conduit for all the funky karma in the world. Even though I’ll paraphrase it here, the story will suffer no less. Apparently after going back to his room for the night, he encountered a couple of Super 8’s ‘residents,’ Julie and Richard. Feeling their pain, he purchased beverages of the liquid variety for them. He did this because he felt bad for them. Turns out the trucker driving Richard and Julie across the country left them there–and took off with their stuff. See, they had to stay at the Super 8 because Julie can’t stay with her sister anymore, and was forced out of her house. (Bad family vibes being what they are you know.) Oh, and the reason the trucker took off was because he was on his way to Atlanta to kill his wife who was cheating on him.

I swear Ryan needs his own show.

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Monday, July 30, 2007

Because you have absolutely nothing better to do.

Take a three minute, eighteen second break from cubicle boredom and enjoy the Plaid car wash. Just because.

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Sunday, July 29, 2007

Rob and Ryan jump into week three.

Rob and Ryan wanted to do something special to welcome you to week three of the Plaid BrandAid 2007 tour. Enjoy.

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Things you won't see at the Westin.

Just arrived at the EconoLodge. Time to go clean up, before we head out for dinner. Funny how one snapshot says it all.

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Where’s the free WiFi?

Offering wireless is a natural for a brand like Starbucks, Caribou, Panera, etc., either free or through purchase. But in certain locations, there isn’t any. We were in Virginia Beach last week driving around for an hour trying to find a spot to just chill and work, relying on freewifi.com to hook us up. (We had the van’s wireless if needed, but not the point.) I couldn’t help but think Starbucks and other brands are missing an opportunity to offer it down there.

Even a simple mini-shop open with wireless on the beach and an open-seating area; a temporary outdoor summer cafe if you will. They have one location according to their store locator, and it’s part of a real nice hotel–a pain to get to unless you’re a guest there. I realize space at the beach is expensive and hard to come by, but why not work out a deal with the city to split the cost in return for a little patch of sand? How many more cold drinks would they sell this way in more places on the beach. Hmmm... I’m guessing summer + this idea = a lot?

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Free time finds.

While Ryan was busy making a run on the t-shirt rack at the super Goodwill, I came across this bargain. Not sure what I liked better, the Ziploc® with sharp points poking me, or the fact someone thought cows would make perfect corn on the cob holders.

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Things you hear on the road...

– Johnny Cash to Black Eyed Peas. (Local radio. Only other place: our office.)

– “Hey, did you see that van, it’s got plaid.” (Waitress we were behind.)

– “Russians love plaid.” (We think Seymour said it. Or maybe it was Cliff.)

– “Oh shit. Wait. I don’t have my license.” (Bill every other day.)

– “We’re really sorry, but it’ll just be another five minutes. We’re not done installing the 37” plasma TV in one of your rooms yet.” (Super 8 manager, Ashville, NC.)

– “I’ll see you in court!” (Ornery Swatch man.)

– “You have ID?” (Bouncer to me at Bele Chere.)

– “C’mon up, it’s a gay party!” (2nd floor cafe balcony dwellers to passersby below, also at Bele Chere.)

– “Can you show me the Rocky?” (Tourist in Philly.)

– Radio coverage of the local potato sack race.

– “She’s not here anymore.” (Pep Boys front desk upon our arrival.)

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“Can you show me the Rocky?”

Almost forgot about this one. We were shooting this series in Philadelphia outside Lincoln Financial Field. Nobody on the road except for one SUV that pulled up behind us. I turn to see the driver holding up a card and motioning to me to come over. I get closer and see his wife with maps opened up on the front seat, and him holding a Sylvester Stallone Rocky picture in his hand. Pointing to the map and then the image, he utters these classic words:

“Can you show me the Rocky?”

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Saturday, July 28, 2007

Week two comes to a close. Just wait till week three.

Wow, what a week. We started in New Jersey, and today we're in Asheville, NC. We met some really awesome brands. Swatch (not so awesome), The Martin Agency, Pep Boys, Wave Riding Vehicles, 17th Surf Shop, Hanes, Inmar/CMS, and Moog.

This weekend, we’re “resting up” in a cool town, and at an awesome street and music festival Bele Chere. Saw the Gin Blossoms (so corporate) last night, and the most eclectic mix of people that I’ve ever seen assembled in my lifetime. From mullets, to hippies, to alt-rockers to middle-America families. Anything goes in Asheville, I guess.

Justus has flown home for some rest, and Rob joins the tour in it's last week. More on Rob’s spectacular entrance shortly.

Tomorrow we leave for Tennessee, the state I’m most stoked to visit. Graceland AND Dollywood all in one cute little sliver of a state. Should be loads of fun and great photography. Oh yeah - and some good brand meetings as well.

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Thursday, July 26, 2007

The air out there.

One of the things about this tour is getting out on the road meeting brands directly, not to mention the people affected by what brands do. It’s also one thing to blog about the latest campaign from W+K, but it’s another to see brands who need help understanding even how blogs work, let alone how to go about starting one. Summed up nicely by one client comment we heard from a creative: “We need to be on the blogosphere.”

From a creative’s POV, it’s also good to see the cultures and ‘demographics’ we blog about and research–for real. Like the surf culture around Virginia Beach we saw today. You always think of SoCal when you think surf, but seeing how much of that West Coast attitude has permeated here, it’s interesting. The Atlantic surf scene may not compete with the Pacific, but you can see the vibe is the same.

The air out there is different when you’re not buried behind a blog.

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Not my idea.

Giuli was very clear as I spoke to her on the phone, prior to our arrival in North Carolina. From our office in New England, she had already scoped out an awesome BBQ place for us to eat tonight.

Ryan wouldn't have it. He insisted that we eat at Hooters, and fill our bellies with cheap beer. "It's walking distance from the motel" he says.

I would like to point out to my wife that my hands are clearly far away from the waitress. Which is more than I can say for Ryan. Justus and Bill were also very well behaved. Shame on Ryan.

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CAUTION: F-18s ARE CLOSER THAN THEY APPEAR.

We’ve seen some cool stuff on tour, and some not so cool. F-18s directly overhead landing at nearby Ocean Naval Air Station? Cool. Another pair taking off almost aiming towards the sun? Even cooler. Without a telephoto, they may look far away, but trust me, they weren’t. You hear them. Then you feel them.

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We went surfing.

Figuratively. After Waffle House waitress, we had out first stop of the day at Wave Riding Vehicles and met up with General Manager David Lewis. They have a very funky space which we all dug. Chatted with David, and snapped some pics with the van. He’s put in a request for a satellite feed, which we’re considering for next time.

Between WRV and our second stop, the 17th Street Surf Shop headquarters, Ryan was in heaven. Loads of sweet gear and apparel. Us, not so much as we missed the marketing person at 17th Street Surf. (Left a nice care package.) Coolest part of that stop were the F-18s overhead.

What to do next? No problem. Just hang down by the beach and people watch while we hunt for free wireless places to work. Or any wireless.

Next stop, North Carolina tonight as we use the long drive to catch up on stuff. Check out the rest of today’s pics here.

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Wednesday, July 25, 2007

Name our van.

The tour has a name, so we figured the van needed one too. We could keep calling it ‘the Plaid van,’ but that’s getting old. We need something spiffy. Like the Mystery Machine (but that's taken.)

You can even use adjectives too! Be creative and send in your suggestions via IM: plaidnation or email: darryl AT thinkplaid DOT com. You may just recieve a shirt, a Twinkie, or both. We might even autograph the Twinkie.

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Plaid tour FAQ

Here's where we answer a series of questions sent in by viewers. We've made up some of our own, too (indicated by asterick).

Q: Who controls the radio? The driver or the passengers?
A: Whoever gets to it first, literally.

Q: What is the “song” that best defines the trip?
A: “Hotel, motel...” Sorry, went old school for a sec. Peter Bjorn and John definitely goes to the top of the list. (Thanks, Sony!) While we listen to anything from Boys Like Girls to Metallica and T.I., we tend to define the song of the tour by which ones we’re most sick of. Any Kelly Clarkson for example. Show tunes and country music are problematic for some.

Q: Are you still speaking with your colleagues by Friday?
A: Yes. We make Bill shower every day so everything’s still cool.

Q: Do you sleep in the van?
A: Ryan does. We’ll leave it at that. (Ok, he takes naps in it, happy?)

Q: Are you sick of Super 8 yet?*
A: Hmmm. Next question.

Q: Does Ryan have enough shirts for the tour?*
A: We think so, depending. Still, if you want to donate a funky T for a mention, IM us @ plaidnation.

Q: Any luck so far getting business out of the visits you’ve made?
A: Yes! We could stop the tour now and it will have been worthwhile.

Q: WHY CAN’T YOU KEEP THE CAMERA STILL?*
A: We could, but then you what would you COMPLAIN ABOUT? This whole trip is one giant social media wireless experiment. Some things will be changed should we do this again, camera management being one of them.

Q: How much does it cost to fill the beast?*
A: $75 a tank.

Q: Aren’t you concerned about traveling green for this tour?*
A: Yes. We need lots of green to pay for our meals.

Q: Speaking of meals, say, what does everyone eat on tour, McDonald’s and stuff?
A: No. Actually, we try and sample a lot of local cuisine at various places like mom and pop joints, diners and other restaurants. And a few too many chain places like Applebees.

Q: What’s your absolute must-have item?*
A: Caffeine in any form.

Q: What’s the one thing you could do without?*
A: Hands down, bumpy roads while blogging and IMing.

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Tuesday, July 24, 2007

Washington DC's road system sucks.

We had about an hour to get photos of team Plaid in front of the big Washington DC sights. Problem is, all of the streets go in circles, and are based on some secretive system. I think someone switches the signs around every hour or so, just to confuse the tourists.

So what to do? We faked it. Eye of the beholder. Here’s a pic of me, in front of the Watergate Hotel. Yep. And that’s Ryan and Justus to the left, in front of the White House. Here’s Ryan and Bill in front of the Pentagon. The world is what you make it.

We wrapped up our shoot, and were off to Richmond in no time. Check out more of today’s pics here.

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Plaid takes time for sports

After stops at both Swatch and Pep Boys, before we left Philly we needed to take in some sights. We’ve got a tight schedule, so we didn’t have time for more than one thing. Liberty bell? Rocky statue? Philly cheese steak? No.

Justus and Bill decided that it would be really exciting to visit a completely empty complex of sports stadiums. Where, apparently, on some days, you can go to, and watch football, baseball or basketball games. But not today.

Today we could explore all of the glory of its empty parking lots, closed doors, and security gates. This is why I stay away from team sports. It leads to wacky tourist visits.

Not to worry. Just wait till we get to Graceland. I’ll make Bill and Justus suffer through endless pop culture shopping escapades. And I’ve promised Ryan some sweet skate/surf shopping in Virginia Beach. Empty sports stadiums? BORING.

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Only the best.

At Plaid, we believe in excellence in design and branding. So when we’re on the road, we spare no expense to stay at the nicest hotels in the nation. Sure, when we’re at Cannes, we’ll stay at the Carlton.

But Washington DC? The Soooper 8 on New York Ave. If you’ve never stayed in a high class hotel, here’s a few things you should look for:

+ Bullet proof glass at check in (pictured above). This shows that the hotel cares enough to keep a front desk clerk alive, should you need to schedule a wake up call at 2am.

+ A sleeping security guard/concierge. Sure, he calls himself a security guard, but when I accidentally woke him up while enjoying my free continental breakfast, he was ready to make reservations at the nicest restaurants via his walkie talkie. I’m sure that I only needed to ask. He must have been tired after providing concierge service all night long.

I’m sure that our inconspicuous van loaded with electronics spent a perfectly safe night under the watchful eye of our concierge. I’ll bet he even arranged to have it detailed for us.

That’s the kind of Plaid service we’ve come to expect while on the road.

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Sunday, July 22, 2007

Things you learn.

Inevitably spending so much time together, you exchange stories and learn a little something about the people you’re with. That nobody has killed me yet speaks volumes of their patience. One thing we learned about Ryan, aside from two funky tricks, is that he’s not just into snowboarding, but he is the lifestyle.

Which leads to a comment made in passing that will likely make it to the wall of fame before this tour is over. When asked his thoughts on snowboard phenom Shaun White:

“If I ever see him, I’m going to knock his teeth out and sell them on eBay.”

Words of wisdom to live by indeed.

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Friday, July 20, 2007

Link love on tour.

Bloggers. Creatives. Plaid van. Three great things that go great together. Before leaving Boston, we stopped by the Digital Influence Group in Waltham to meet fellow creatives and bloggers. Got to see their sweet new digs, big enough to drive a van through actually.

There we met Andre Sugai, Rob Druyff, Scott Ludwig and Kevin Green who are also bloggers. It’s becoming obvious that everyone from here out will have a blog. So much so that we’ll start listing them here and add new ones as we come across them.

1) Andre Sugai: Ad’ing Value
2) Kevin Green: Socially Adept
3) Scott Ludwig: Blogger Says What?
4) Lori Magno: Moda di Magno
5) Tom Magno
6) Ryan Barrett: Cheap Thrills

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Thursday, July 19, 2007

sooper 8 style

I realized in New Hampshire that Super 8 could benefit from a stylist. Or a style guide.

Who hangs "art" 6 inches from the ceiling? Who picks the blue vomit collage bedspread, and says "yes - that will look nice"?

Then again, as I look at the other guests enjoying free continental breakfast, maybe nobody cares. Plaid dude, in search of style, one Super 8 at a time.

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Wednesday, July 18, 2007

they have bob's commercials in new hampshire, too.



I was looking forward to getting out on the road, so that I could escape the horrific and sweltering oppression of Bob's Discount Furniture spots that run every 6 minutes on television in my home state.

Naturally, Bob's isn't about social media, so their spots aren't on YouTube. The tribute above is produced by some teenagers, to give you lucky readers outside of the Bob's region a taste of what I speak about. (Actual Bob's commercials aren't really as good as the one above.)

Anyway....turned on my Sooooper 8 television this morning in New Hampshire, and saw a Bob's commercial. Live free or die.

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Contributors
Darryl Ohrt
Bill Green
Ryan Varjas
Matt Hunsberger
Justus Johnson
Renato Ghio

Previous Posts:
2009: Plaid visits middle America
2008 is complete. Just wait for 2009.
Vegas ain’t for work.
You are your brand.
That's a wrap!
Plaid meets Zappos
When bloggers are attacked
Plaid does Mojave.
Brand consistency—on the road.
Aptera and Plaid: which is cooler?

Brand Flakes for Breakfast
Think Plaid
Archive:
June 2007
July 2007
August 2007
February 2008
March 2008
April 2008
May 2008
June 2008
July 2008
August 2008


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