Wednesday, May 16, 2007

Here is the catch- I am totally not real!

Break the Chain of Counterfeiting

Contact Information:


The International Anti Counterfeit Coalition and COACH Sponsor Counterfeit Event

NEW YORK, NY- May 14, 2007 – On May 10TH, 2007 Hunter College marketing students
organized a large, public event to educate college students on the perils of the global
counterfeiting trade and how they can make a difference. As part of Hunter’s Strategic Public
Relations course, with sponsorship from the IACC and COACH, the event was centered on a
fictional college student, “Heidi Cee,” and was part of a comprehensive anti-counterfeiting
campaign called “Break the Chain.”

Using guerilla-marketing tactic and drawing upon new technologies as well as web2.0
fundamentals, the students created an integrated marketing campaign that centered on Heidi
Cee to help communicate the issues surrounding the counterfeiting trade to the public. Posters
were placed around campus asking students to locate Heidi’s “missing COACH bag”. As the
story unfolds on the “Break the Chain” website, a woman returns a bag identical to the one Heidi
lost, in exchange for a large reward. The bag, however, turns out to be a counterfeit which
motivates Heidi to educate her peers about counterfeiting by using online tools in conjunction
with an on-campus event.

In order to generate interest in the Break the Chain even through Heidi’s plight, the students
spread information regarding Heidi and her story by a fictional blog the character kept on
Facebook and a Myspace page created in Heidi’s name. The online content provides the
background on Heidi’s story up to and after the “Break The Chain” event.

At the Break The Chain event on May 10th, oversized chains and posters carrying facts about
counterfeiting were posted around campus and give-aways with branded messaging about anti-
counterfeiting were distributed, as were printed fliers and postcards with facts regarding
counterfeiting. The students were able to gain experience in creating an integrated marketing
campaign under the supervision of industry professionals and to prepare for careers in
marketing and public communications.

For more information regarding the Hunter College students anti-counterfeit message “Break the Chain”,
visit Search: Heidi Cee

The students of Hunter College strive to educate the consumer population at Hunter College
about the counterfeit marketplace and the consequences of buying fakes. The campaign is
produced in cooperation with the IACC and is sponsored by COACH.


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