Tag Archives: Absolute Radio

Would you prefer a tattoo of your boss or £25k?

3 Nov

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Crowd-sourcing was coined in 2006 by Wired Magazine. It was used to describe a job, which was usually fulfilled by an employee, that was outsourced to a group of people. Since then it’s been used by brands in a range of weird and wonderful ways. From ‘dead dog‘ jingles to BrewDog’s Twitter beer, it generates ideas and content for businesses – and not many of them are sensible.

Now, premium crisps brand Tyrrells has embraced this fact and, after asking its social media fans for ideas for prizes to bring its promotional packs to life, is running with them. That’s right, Tyrrells is giving consumers the chance to win: a tattoo of your boss, an uncomfortably long handshake or a packet of soil.

Well, blow me down and take me to Waitrose right now because this is the best incentive ever to buy a packet of crisps.

Of course, consumers have an opportunity to trade their prize for £25,000. But I’m looking out for one winner that’ll see the value in winning a pack of lies. After all, it’d make great content for the brand, and the results would be much wider than its own communications channels. You wouldn’t see a feature on a Walkers‘ cash prize winner in The Sun, but with this I can definitely imagine it. It’s PR-journalism gold.

With more than 60,000 consumers already engaging with Tyrrells across Facebook and Twitter, the brand has done a great job of interacting with them. It’s asked them questions and taken their answers seriously, including on the T&Cs, which makes this Field of Dreams marketing promotion a cut-above the rest. What’s more, up to 5 million more fans will have the chance to appreciate the brand’s humour as the competition’s rolled out across the country.

With the crisp market currently worth £927.5m in the UK alone, a well-executed campaign like this can help brands like Tyrrells close down the significant gap that Walkers currently enjoys. And it’s first using social noise to support its attempt.

What would you do? Opt for a sculpture of your Grandma or the money?

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It’s a dogs’ life: Absolute Radio crowd-sources song lyrics

12 Aug

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I love a good crowd-sourcing project but I didn’t expect to read tonight that Absolute Radio listeners were asked to share their dead dog memories to create a new song.

Radio station host Geoff Lloyd launched the ‘Dead Dog Memorial Song‘ after he asked people to share their favourite dog moments – such as eating raw turkey at Christmas and licking ashtrays – as part of a forthcoming feature which’ll form part of his shows.

On paper it’s a top-dog (see what I did there) engaging initiative which has seen people proactively get in touch with Absolute Radio to share their tributes. The good news is the content has been reworked by The Boys Least Likely To, the music team behind iconic adverts including Apple and Coca-Cola.

The bad news is the song’s more annoying jingle than chart single. Judge it for yourself here.

Was I expecting too much? Should I tell the little music mogul aka Simon Cowell on my shoulder to pipe down?

In 24 hours the video has generated over 300 views on YouTube so it’s not viral just yet.

To me, it’s a very random social campaign that cannot really be classified as crowd-sourcing in its own right because that’s what radio stations do every day – engage in conversation with listeners and encourage responses.

It’ll be interesting to see how far Absolute Radio can push this and whether it’ll have longevity, if supported properly by the National Dogs’ Trust – which’ll receive all profits from the song which is available on iTunes.

The campaign would’ve made more sense to me if it was launched alongside an event such as National Dog Day (26 August if you’re interested). And it would’ve had more credibility if the station announced that extra verses would added to the song as the project gathers more tributes. As it stands, the campaign’s already maximised its reach.

But, maybe I just don’t get it because I don’t listen to that station and don’t own a dog. Oops.

What do you think? Is the campaign barking? (That’s the end now, I promise!)

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