Testing the expedition marketing waters for itself, Tropicana set its sights on the arctic circle, where people live for WEEKS without sunlight. To make a “Brighter Morning for a Brighter Day” in the small town of Inuvik, Canada, Tropicana erected for them a replacement sun on their 31st day of darkness.  The result is a beautiful commercial (airing March 1st) showing the town’s surprised and delighted reaction to this gift on a “day” they probably hadn’t expected to remember.

Check it out:

Thanks to Agency Spy for tweeting the link!

Yesterday Virgin Atlantic announced it's Fear of Flying course, that supposedly has a 98% success rate, and unveiled the accompanying iPhone app intended to coach passengers through their attacks of fear while on board.  Included in the app are facts about flying, a Q&A section, and breathing techniques for fear emergencies while in the air. 

Talk about marketing as service!  Given that 1 in 3 adults are scared of flying, I'd say they are hitting a wide market with this one, and, in addition, are helping individuals make big strides in their personal lives.  This is the same thingPorter Gale, VP of Marketing at VA, discussed in her presentation last week at the 140 Characters Conference in LA, when she said Virgin Atlantic is striving through tech and social media to help their customers on a more personal level.  I'd say they are doing a darn good job at it.  What's next?

Late last Friday, I caught an article link to springwise about Adidas' new iPhone app, Adidas Urban Art Guide to Berlin.  This was right after I read a good little post on The Customer Collective about being a great salesman by providing value for your customers, while acknowledging the sale as only the byproduct of the business to consumer relationship.

Needless to say, Adidas recognizes its reputation as an urban brand, and by engaging its customers through their interests, increases its street cred.  This is obviously a situation in which taking an indirect route to a sale will benefit a brand and further its influence in the culture within which it is already associated, thereby if not attracting more loyal customers, retaining the ones it already has.  Thanks for the great example, Adidas!