Tag Archives: advertorial

Centrefold magazine uses Nokia for 10th anniversary issue

15 Mar

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Following the Oscars we know that the Samsung Galaxy Note 3 can take a good photo, but just weeks after that filmie was taken the Nokia Lumia 1020 is already proving its worth.

Let me explain. To celebrate the 10th anniversary of fashion magazine Centrefold, all photos within the special edition have been shot using a Nokia.

This partnership has taken the phone brand to the next level, demonstrating that a Nokia boasts top camera qualities including: precision, depth and class. And the PR the stunt is generating is brilliant too.

Protein, an inspirational media agency, is behind the stunt and it plans to exhibit the unique fashion shots in London next week – which will open up the Nokia brand to an even bigger audience.

But, to sustain campaign momentum, and position itself as the leading camera phone, Nokia could do one of three things:

You can’t go wrong with a comp
Run a social media competition offering the chance for a customer to have professional photos taken on their phone, and run them in an advertorial placed in a fashion magazine, with behind the scenes content. Social media tactics, combined with traditional print media, will ensure the brand generates plenty of ‘OTV’ (opportunities to view).

Don’t worry, be appy
Nokia has created some strong content through its partnership with Centrefold so it should make the most of it by making a photography app for customers to download. Packed with top tips and advice on capturing the best ‘still life’, ‘people’ and ‘landscape’ shots, it can also include basic editing software – beyond Instagram – to help fans enhance their images.

Get on the curriculum
There must be hundreds of photography courses running across the UK, so if you can’t beat them – join them! Encourage and equip lecturers to use Nokias in class to inspire students to think outside the box when it comes to imagery.

So, there you have it. A good idea which could be made great if it is extended.

What do you think? Would you have guessed these were phone shots?

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lastminute.com is behind the times with copycat campaign

9 Nov

Competitions are PR gold because they drive engagement with your target market. I’ve launched a few of them in my micro career – from the Best British Roast Dinner to the Best Dressed Pub – and it’s safe to say there’s no campaign that won’t allow you to bring out consumers’ competitive streak.

But the one that the PR industry remembers – which broke all the rules, offered a top prize, won awards and international coverage – was Queensland’s 2009 ‘Best Job in the World‘. So, when I saw the lastminute.com was looking for a ‘spontaneity champion‘, to indulge in luxury mini breaks across the world and share their experiences with the brand, I was a little disappointed.

There’s no shame in being inspired by other campaigns, but if it doesn’t take it to another level then have you really done your job? (#JustSaying)

lastminute.com’s competition has already been talked about by almost every UK national newspaper, but to add some extra sparkle, I’d promote it in the following ways:

Pack a suitcase
Package the competition up as part of a wider feature with top tips for frequent travellers; travel blogger profiles; and ‘how to…’ articles on spending 24hours in the most popular cities. The content can be run as part of an advertorial within a magazine like Time Out or pitched into a range of websites.

Pin it to win it
lastminute.com is on the right track when it comes to social media, by encouraging the eventual champion to share their experiences, but it could take it one step further by utilising Pinterest.

This story is great, but there’s nothing worse than reading about a competition you didn’t win, so why not continue the celebrations by giving people a chance to win a trip to the destination on a picture they ‘re-pin’?

Talk to the experts
If you’re sending someone on a ‘trip of a lifetime’ every weekend for a year, they’re going to become experts in destination hotspots, hidden culture and emerging trends. So leverage their expertise by hosting a press event at the end the year for a campaign round-up. lastminute.com could go it alone, if they have the budget, or partner with a well-known travel conference and secure a speaking opportunity as part of a sponsorship package.

By inviting journalists and bloggers to hear the stories, and also do a ‘big reveal’ for next year’s campaign, they can keep the brand in the news.

So, there it is. Three ideas to better organise the campaign around the spontaneity champion. Are you up to the challenge?

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