Press
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July 13, 2010
FOR IMMEDIATE RELEASE
Sue Muzzin, 415-705-5500
A Cheesy and Unique Attraction at PIER 39
PIER 39 Visitors will be greeted by a 2,000 pound Big Noodle in the Entrance Plaza, through October 7, as part of the largest KRAFT Macaroni & Cheese integrated marketing campaign ever, "You Know you Love It."
PIER 39, a popular San Francisco destination, was chosen as the West Coast launch location. KRAFT Macaroni & Cheese has created "Smiling Noodle" sculptures that bring their TV campaign and traditional billboards to life in a very unique, tangible way through giant installations at iconic locations throughout the country. Noodle sculptures can also be seen at Wrigley Field and Navy Pier in Chicago and will be installed at other notable sites in the months to come.
"Marketers have found a trend in extending their message through non-traditional means and out-of-home advertising, such as over-sized products that are displayed in high-trafficked areas," says PIER 39's Beth Schnitzer, Vice President Strategic Alliances. "At one time it was mainly the automobile industry showcasing cars, but now we find many other industries and products are interested in generating awareness in this fun, interactive and playful way. It's a great way to develop partnerships and new business."
Smiling Noodle Stats:
The Big Noodle is 20 feet long x 9 feet high x 4.5 feet wide.
Each noodle is made of fiberglass and weighs about 2,000 pounds and sits on a steel base.
It takes approximately 4-6 hours to complete one installation.
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PIER 39 is an open-air festival marketplace featuring restaurants, eateries, shops, entertainment, attractions, and extraordinary views of San Francisco Bay.
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