Deutsch NY Brings All 12 Days of Christmas to Life for PNC

Today is the day that Deutsch NY client PNC Bank releases its annual “Christmas Price Index,” which helps put the old 12-day carol in perspective by pricing every gift on the list.

A release tells us that the agency noted that the song had hit an all-time low in popularity this year and sought to reinvigorate it by presenting users with a “modern twist” on each item.

The corresponding “The Great Carol Comeback” site features an intro explaining PNC’s role in the project as well as a page for each present. First comes the partridge in his pear tree, which has risen in price thanks to both inflation and a healthy tech addiction (readers should click for the full interactive book experience):

partridge

We liked the Grinch-worthy ending. Next: the videos.

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Deutsch NY Launches ‘Mob City’ Script on Twitter for TNT ‘Adaptweetion’

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Deutsch NY and TNT are using Mob City‘s Twitter handle, @MobCityTNT, to debut the screenplay of the series’ premiere, 140 characters at a time. This will make Mob City, “the first television screenplay ever to be adapted for, and published through, Twitter.” They’ve dubbed the process “adaptweetion.”

The first tweets of the Mob City screenplay were made on Monday, with new tweets appearing every 45 minutes between 10 AM and 7 PM (and later tonight). They’ve also taken advantage of Twitter Cards to inject photo and video footage into the stream. Those late to the game can also catch up by visiting the microsite for the script, where it is presented in chronological order. This all leads to the debut of Frank Darabont‘s three week television event this tonight at 9. Deutsch NY and TNT will make their last tweet tonight at 8:30, but they’re not giving everything away. To experience the final scene, you’ll have to turn in to TNT tonight at 9 and catch the episode. The cast and crew of the show — including @frankdarabont@miloventimiglia@simonpegg@edward_burns@jonnybernthal – also added their commentary to the feed to keep things interesting.

Tweeting (almost) the entire screenplay of a debut episode is a risky move, but it’s a good way to get people talking about the show before it even airs.“Today, fans are tweeting in real time with their favorite shows, and we wanted to stoke preshow chatter by providing fans with an experience that will invite them in before the show even airs,” explains Kerry Keenan, Deutsch NY’s chief creative officer.

Clearly, TNT is betting that the writing will suck you in and make you want to watch Mob City tonight. Leaving out the final scene is an obvious necessity, as some might wonder why they’d tune in to see a premiere when they know how it ends. I’m curious to see how this plays out, and what kind of effect this social campaign has on Mob City‘s ratings tonight, if any. Head on over to mobscript.com and @MobCityTNT, and let us know your thoughts on this campaign in the comments section. And tune in to TNT tonight at 9 for the show, if you’re interested. Credits after the jump. continued…

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Holiday Season Ushers in Another Xmas Price Index from Deutsch NY, PNC


 

With Thanksgiving over (and  Hanukkah currently underway), the 2013 winter holiday season is upon us, and with it comes Deutsch NY’s annual Christmas Price Index for PNC. In case you don’t know, the Christmas Price Index shows the actual cost of all the gifts mentioned in the ubiquitous (and somewhat annoying) carol, “The Twelve Days of Christmas.”

For the Christmas Price Index’s 30th anniversary this year, Deutsch NY decided to offer up something a little different. Visitors to the PNC Christmas Price Index website will be given the opportunity to digitally build and customize their own versions of the gifts from the carol. The 3-D Gift Maker features twelve toys with customizable accessories, all designed by Invisible Creature. Visitors to the site will be given the opportunity to win “24 3-D custom designed toys over the course of 12 days.” If this sounds exciting to you, you better get started, as the contest only lasts until December 13th.

As for the actual index itself, 2013 shows a 7.7% increase from last year, with the current cost of Christmas listed as $27,393.17. That would be the cost of one verse of the song, but since the song has many repetitions the “True Cost of Christmas” (counting each repetition) comes out to $114,651.18. There’s good news for fans of partridges and/or pear trees, however: the cost of a partridge in a pear tree is now $199.99, down 2.4% from last year. So buy now. It’s not a good year to be in the market for nine ladies dancing however, as the current cost is $7552.84, up a full 20% from last year. That cash in your pocket just doesn’t buy as many pipers piping as it used to. Check out a couple of stills, along with credits,after the jump. continued…

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