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October 15, 2010


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Frank Strong

Awesome David! A very cool story and a better post! Cheers!


David, you have trained us well. It was the first thing I thought of when I saw the first couple of miners emerging from the capsule.

I just broke my sunglasses and will definitely be buying a pair of Oakleys this weekend.

David Meerman Scott

Frank - thanks for sharing this with me in real-time and for commenting on this in something like two minutes after I posted it. Real-time, man. Real-time.

Thanks Kevin! Glad to see you thinking this way. Do let me know when you achieve your own real-time success.


I love that even Graceland jumped into some real-time marketing: FT.com "Rescued Chilean miners strike gold" http://bit.ly/cDZVIw


Not just business, but artistic endeavor can be real-time, too. I made a haiku poem and an artwork based upon the rescue activities, and got quite a good responses from all over.

glass baby bottles

It was truly the prayers and hard work of devoted volunters who save the lives of the Chile miners.

Tim Dempsey

Never let a good crisis go to waste.

Michelle Minch, Moving Mountains Design

Whomever came up with the idea to provide Oakley sunglasses to the miners should be rewarded handsomely. What a great PR coup!

Nick Altrup

If there is a blogging content strategy I struggle with, it's the strategy focused on connecting what's in the news with my marketing blog.

This is a perfect example of how to do so.

I'm really looking forward to the new book. I've got it on pre-order through Amazon.


Hi there! I'm fairly new to this world and reading one of your books right now...the New Rules of Marketing & PR...loving it!

So I wonder with this situation...wouldn't the real coup be demonstrating generosity through a sincere interest in the rescue -- leading to the donation of the glasses? I confess that I wondered who made the glasses and figured this would rock for them. In terms of what connects them to their consumers/potential consumers, though, I'd think it was the generosity. How many people would buy from someone overtly trying to make money off of a near tragedy? Even if initially, it seems like the fallout when the word got out would be a PR nightmare.

David Meerman Scott

Thanks for all the great comments!

Nick - hope you enjoy. Book comes out very soon (Nov 1)

Jen -- it is ME who is talking this up (and some members of the media). As far as I know Oakley is not using this themselves as a platform to market their products. There is a huge difference. It seems completely genuine to me. They donated glasses and that's all. Others are talking it up.

Charles Neville

What isn't very realtime is that Oakley haven't updated the post on their Community site, last updated when the miners were still underground. http://www.oakley.com/community/posts/2534 - maybe they really are trying to be very low key, but I'd have expected a bit more news for their fans from them.

David Meerman Scott

Charles - I agree. They should acknowledge what they did in some simple way.


Thanks for the clarity!

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