Archive | Marketing RSS feed for this section

Guardians of the Galaxy rewind time by breathing new life into cassettes

26 Oct

20140430-231008.jpg

Don’t be fooled. Actors don’t make good movies great. Nor do directors, producers or special effects teams. It’s all in the music. Don’t believe me? This interesting BBC4 documentary series proves it.

And, one film that’s made the most of its soundtrack is this year’s Marvel sensation: Guardians of the Galaxy.

Featuring 10cc’s I’m Not in Love, Blue Swede’s Hooked on a Feeling and Jackson 5’s I Want You Back, these songs enhance viewers’ overall experience just as much as the star-studded cast. So, it’s not surprising that Disney‘s keen to give a nod to the score by releasing it on cassette.

Yes, you heard me. Head into the attic and dust off your Walkman. Dumped yours years ago? (No one would blame you. After all, they’re 37 years old.) Instead you can look one up on eBay from as little as £10.

Disney’s PR and marketing stunt pays homage to the film’s storyline, where lead superhero Peter Quill (aka Star-Lord) enjoys listening to a classic mixtape created by his mother.

IMG_0742.JPG

Set to be released next month, this is the mega brand’s first compilation tape since 2003. To create a buzz, Disney’s announced that the cassette will be a limited edition, sold exclusively through independent music retailers and will be sold with a free digital download. So, in my (PRime Time) eyes, it’s done everything right… apart from one thing.

It’s risked compromising its success by waiting until after the mixtape’s vinyl, CD and digital releases. Despite the pre-launch announcement securing write-ups in Shortlist, The Guardian and Billboard, the scope for dominating publicity has been missed.

From planting a giant cassette near an iconic landmark and organising pop-up Walkman audio booths in public areas to trailing competition clues across social media sites to raise awareness and creating an app that gives smartphone and tablet users the look, feel and sound of a cassette, the ideas list is endless. But, I can’t help thinking at that this stage – post soundtrack launch and pre DVD release – it carries the whiff of ‘afterthought’ – a fragrance that no brand wants to smell like.

Anyway that’s just my opinion. What do you think? Do I need to rewind?

IMG_0743.JPG

Advertisements

Halloween 2014 is sponsored by…

21 Oct

20140430-231008.jpgIn a dark room in a chilling office, set among a black backdrop of skyscrapers gracing the city’s skyline, shone a single glimmer of light. John stayed silent as he moved the cursor around his overworked computer screen.

The window had been left open to curb the stench of late-night pizza. The draft surrounded John and he systematically shivered. Pressing print, he moved slowly to collect his paperwork – marking the end of a 12-hour working day. As John turned his chair a glass smashed on the floor.

‘That’s strange,’ thought John. ‘I’ve not used a glass today.’

A rush of adrenaline shot through his veins, followed by a sense of calm. He even had time to momentarily wonder if they were his last thoughts. It felt like a lifetime, but in reality the person, or thing, who’d smashed the glass had acted quickly. As he hit the thick wooden floors, he turned ever so slightly to see who had attacked him. But, the remained silent.

With no time to feel scared he didn’t even try. Instead he opted to give his body in to the pain and then… nothing.

Got your attention? Don’t worry, John’s Halloween pitch made it to the client. But I don’t think I’ve ever seen as many brands making the most of this American holiday as I have this this year. And poor PRs like John are risking their lives by working overtime to deliver standout campaigns.

Maybe it’s because it falls on a weekend, and entertainment and lifestyle companies want to use this as an opportunity to boost sales and strengthen its position for Christmas.

Whatever the reason, it’s working. I’ve seen some cracking campaigns and here’s my top five:

Waterstones’ blogger mystery
No, it’s not locking in more tourists and keeping them there overnight to turn them into social media sensations. Waterstones is launching an online murder mystery with five bloggers who will communicate clues for fans, via their blogs and Twitter (where was my invite guys?), to work out ‘whodunit’. Those who crack the case will find themselves £50 richer (vouchers, darling).

Nice use of social and great blogger engagement, coupled with subtle branding, means that Waterstones is getting down from the shelf and making itself the go-to destination for books. Tick!

Walking Dead staggers to PR success
To celebrate the launch of the fifth series of the Walking Dead, Now TV made former MIC star Millie Mackintosh into a zombie to support its online campaign. In addition to this, it created a buzz on social media by sending personalised popcorn holders with ‘bloodstained’ snacks inside which was sent to celebrities and journalists.

To give customers a chance to join in the fun, it’s also using Twitter to give wary special edition Walking Dead Now TV equipment, zombie makeup and the exclusive popcorn holder. The competition hashtag is hardly memorable – #TWDNOWTV – but in two days it’s generated over 150 re-tweets and is steadily seeing its follower count rise.

IMG_0703.JPG
Spooky Speaker app shouts out
To promote its Halloween costume range, superpower supermarket Sainsbury’s has launched a voice app to inspire children to ‘transform’ into their scary characters using its voice distortion functions. The voices – such as Frankenstein, Witches, Vampires and Skeletons – match the costume designs available in store and online.

It’s a good attempt, reminding parents and children that Sainsbury’s is their one-stop shop for Halloween goodies, but can the interactive app outdo Asda’s inflatable wings which are being supported with TV advertising? Time will tell.

Chupa Chups’ chomping campaign
It’s great that brands are starting to scratch beneath the surface to see the value of Instagram – and Chupa Chups is no exception. It’s using this social network to create an online game, encouraging users to free a trapped lolly before it gets a licking. Age is certainly no barrier here. With contemporary references to current culture, the youth brand has made this Halloween-themed relevant to all groups.

Do you dare trust the National Trust?
Not strictly Halloween themed, but the National Trust has extended its successful ‘50 things to do before you’re 11 3/4‘ campaign by creating a direct mail around number 40: night walks. This glow in the dark pack targets existing members and encourages people to essentially see more than they bargain for by trudging down a natural trail at night.

This stunt might come with a parental advisory warning (i.e. kids – please don’t walk alone), but not only has the National Trust found a novel way to reach out to an engaged audience raising brand awareness, but it’s hit gold with timing this during half term. Expect to see families up and town the country on night walks next weekend.

With just over a week to go we’re bound to see more stunts slip out of the woodwork. But, whether they’re bold enough to make the top five is yet to be seen.

What do you think? Are brands going for ghoul this Halloween?

IMG_0700.JPG

Anya Hindmarch’s cereal partnership is far from soggy

13 Oct

If you didn’t fancy a bowl of Kellogg’s finest before reading this blog, you will now.

Thanks to fashion designer Anya Hindmarch – the woman behind the ‘I’m Not a Plastic Bag’ campaign – the latest trend is vintage-inspired accessories that pay homage to big brands. From Ariel washing powder clutches and Custard Cream purses to Rich Tea baguettes and Coco Pops totes, this collection has hit the shelves at a time when demand for nostalgic kitsch has almost hit the roof.

And one in particular has caught my eye – Frosties.

With a fresh landing page, a strong social media presence and bold e-comms, this partnership is unique because both brands benefit from the added value. Here’s how:

Anya Hindmarch
Having been inspired to develop the limited edition Fashion Flakes range as part of her Counter Culture collection – inspired by her passion for making the ordinary, extraordinary – the bags are exclusive to her stores in London and Paris, instantly making it a sought-after product.

But, so not to put the products on a pedestal, Anya’s cleverly employed the use of social media to create a buzz – making these luxury items seem attainable to the average cereal eater.

Fans are being encouraged to post images or films on Instagram, tagging @anyahindmarch with the hashtag #cerealshopper for the chance to win a £1,350 bag.

With each Instagram post featuring the collection – or the Frosties-themed milk float, which formed part of a PR photo-call where cereal was handed out during London Fashion a Week – reaching 57,000 followers and generating in the region of 1,000 likes, it’s by far the best platform for the designer to show off.

IMG_0085.JPG
Frosties
But, what does Kellogg’s get in return for loaning out its family favourite brand I hear you ask? Well, whether you’re a collector or just like your cereal boxes with a pinch of class, you can get your hands on a redesigned Frosties box for a respectable £3 (the same calibre high-end creation at the snippet of the price).

Of course, Tony the Tiger is holding one of Anya’s bags as an extra plug, but on the whole the metro (modern vs retro) interpretation looks good and gives Kellogg’s some new content for its comms channels – something a 100+ year old brand must be desperate for. It’s also been able to share the love with Waitrose where the chic cereal will be available for a short period.

So, as you can see, two totally different brands from different sectors and with different audiences (the proportion of women with Anya’s luxury handbags who eat Frosties is considerably small, or so I assume) can successfully work together.

It’s simply a case of sharing key assets – in this case it’s Tony – and making it relevant to each other’s customer base using the right comms channels. It’s like a formula and this one has been well executed:

 

Photo-call launch + global news hook + exclusive product + competition + social media = brand awareness + recognition + engagement = sales

Do you agree? What element of the partnership do you think tastes grrreat?

IMG_0084.JPG

Prime Time Blog

PR-IN-MY-EYES

belfastdad

parenting, music, food, photography, tech, fashion

Global Talents

Let's have a laugh about all the silly situations we find ourselves into on today's job market

Mashable

Prime Time: 'PR in my eyes'

A Cup of Lee

Digital Communications in Ireland

Bucket List Publications

Indulge- Travel, Adventure, & New Experiences

Juddz' shower of thoughts

My shower of thoughts will detail fresh ideas to intrigue and inspire

OMNIRAMBLES

sporadic blogging by @dfergpr

%d bloggers like this: