User:Nixxxi/sandbox
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The Nikolai Organisation (The N.O.)[1] is a New Zealand social media marketing campaign created by Hadleigh Averill. [2] It was started in 2007 for vodka brand Smirnoff.
The N.O. is an example of social media marketing that brings on brand ambassadors, otherwise known as "Agents" to take on ownership and promote the Smirnoff brand. The N.O. started in 2007 and got up to 4,000 agents[3] by May 2009, although due to a change to Privacy requirements, all agents had to rejoin in November 2009. Since November 2009, over 2,000 Agents have signed up, with almost 10% actively partaking in missions or recruiting other members. Agents prepare and film their own missions, as well as taking part in missions organised by The N.O. Since November 2009 Agents have uploaded missions that they have executed themselves, in line with the briefs given which range from publicity stunts to good deeds. Some agents have posted over 20 missions in this short time. Agents are often known for wearing white boiler suits and drawing a lot of attention to themselves.
The Nikolai Organisation presents itself as headed by the mysterious "Nikolai", a man that no one has either seen or met.
The N.O. has a social aspect through Pop-up Bars and Safe Houses where agents meet for various different social events. [4][5] is a New Zealand social media marketing campaign created by Hadleigh Averill. [6] The Nikolai organisation has implemented many missions with the aim of bringing positive change to New Zealand.
Missions[edit]
"Missions" [7] executed by the NO include:
- Mission Samoa - 9 Agents went to Samoa to help clean up after the Tsunami.
- Planting 22,400 native trees on Motuihe Island in Auckland, New Zealand.[8] [9] [10]
- Pass the parcel - where Agents played a game of pass the parcel on the main street in Auckland at an intersection, with the aim of bringing a sense of fun to those around them.
- Pillow fight - in an alley off Queen St (main street in Auckland) again with the aim of showed that you do not have to be a child to have fun.
References[edit]
- ^ Nikolai Organisation website. Note to satisfy NZ Advertising Standards on drinks advertising, the site initially redirects to a splash screen. The reader must claim to live in New Zealand and provide an over-18 birthdate. Then on the home page, click "enter the site as a watcher".
- ^ Hadleigh Averill talking about himself
- ^ The Sunday Star Times Newspaper states over 4,000 agents in The Nikolai Organisation in New Zealand
- ^ New Zealand Newspaper NZHerald reports on Pop-up bars coming to New Zealand
- ^ Nikolai Organisation website Pop-up bar information. (See above re access.)
- ^ Hadleigh Averill talking about himself
- ^ Nikolai Organisation website Missions Gallery (See above re access.)
- ^ Scoop Independent News talks about The Nikolai Organisation planting 22,400 trees to beat Eco-Record
- ^ The Sunday Star Times Newspaper reports on upcoming trip to Motuihe for The Nikolai Organisation in New Zealand with the goal of planting over 10,000 native trees
- ^ Voxy Online News story entitled 'Secret Agents' Storm New Eco-Record And Plant A 22,400-tree Forest In A Day On Motuihe Island