Tag Archives: alcohol

Alternative advent calendars give consumers food for thought

1 Dec

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I’d like to introduce you to someone – December. That’s right, get the advent calendar out and enjoy your first square of fancy cheap chocolate.

This year, more brands are attempting to give consumers food for thought by not only engaging with them in a creative way on the 1st December, but also every day in the run up to Christmas. Genius.

Here are some of the best:

The Big Issue
Street magazine The Big Issue has launched an online advent calendar, whereby users can log onto the website to read an inspirational case study of a vendor each day. Not only does this help people to emotionally connect with the brand, but also the individuals behind The Big Issue – making this a powerful relationship-building exercise between new and existing customers.

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The Economist
To ensure you’re not winding down at work too soon, The Economist has collated a range of maps, charts and data from the site over the last year. To an outsider, this looks like a novel idea. To a digital marketer, it’s simply a quick win to boost web traffic before the end of the year.

But, don’t worry. Its designers have created a brand new interactive infographic for Christmas Day. It’ll be interesting to see how many tune in for that!

BBC Sport
In a similar fashion, the BBC is giving sports fans a 30-second video each day showcasing a ‘shot of the day‘. It kicks off with a Wimbledon recap of Australia’s Nick Kyrgios teaching Rafael Nadal a lesson in the fourth-round matchearlier this year.

A very nice way to leverage fun existing content, while giving people a reason to keep coming back.

Battersea Cats & Dogs Home
The famous animal rescue centre has partnered with The Metro this Christmas to help their pets find a new home. Revealing a ‘pet for life‘ behind every window, prospective owners can search to see if their future companion is waiting for them.

Time will tell how effective the PR and marketing stunt is. Gizmo, the six-year old Staffy, is still there and it’s almost 10.30pm! But, it’s a good way to raise awareness and personalise the process for people searching for a new pooch over the festive season.

What calendar stands out for you? Do contemporary case studies, charts, clips and cats rock your boat, or are you looking for something more traditional?

Brucie bonus: Masters of Malt
Not strictly on par with the other brands, but I cannot deny how much PR this drinks company has inadvertently enjoyed over the last week since TV legend Phillip Schofield expressed his Iove for the Drinks of the Dram whiskey advent calendar.

Schofe received a backlash from the Meaningful Chocolate Company, a Fairtrade company which has launched a calendar that sticks with the original Christmas story. It’s a good spot of PR for the business, but the share of voice in a Daily Mail mention for the brand at hand is through the roof.

That’s because criticism always leads to headlines, and that’s why I advise smart and subtle approaches to getting your brand’s message heard. Social media silence is best.

The real advent calendar

Women use Twitter to laugh off the Turkish Government’s comments

31 Jul

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The Turkish Government sparked a social media trend this week when the deputy Prime Minister, Bülent Arinç, claimed that women should be seen and not heard (laughing).

Speaking of the country’s social decline, Arinç said:

“A man should be moral but women should be moral as well, they should know what is decent and what is not decent. She should not laugh loudly in front of all the world and should preserve her decency at all times”.

In rebellion of this outrageous remark, Turkish women took to Twitter to take lol selfies (Prime Time is dubbing them ‘laughies’) to take a stand – and I salute them.

In the past I’ve blogged about the need for social media silence, when it comes to brands trying to manipulate sensitive social issues for commercial gain. (American Apparel and Blackberry – I’m looking at you. Just click on the links to see why.) But, when it comes to gender inequality we need to shout, as loud as we can.

Women are accompanying their ‘laughies’ with the hashtag #direnkahkaha, which means resist laughter, highlighting the absurdity of the personal claims. And it’s already peaked at an estimated 3,000 tweets an hour in the last day, proving that we do have a voice.

But, unfortunately the issue isn’t contained just in Turkey. A new Change.org petition in the UK is calling for old NHS and Home Office posters to be scrapped from waiting rooms across the country. Why? Because it says this:

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This naive attitude is up there with ‘women put themselves at risk when they dress in a certain way, leading men on’. It’s not right.

Both of these incidents are offensive, judgemental and make women feel worthless. The only difference is that the UK took this feedback on board and dropped the marketing materials in 2007. The worrying thing about Turkey is that these comments are current – proving how little they value the women in their society and everything they can offer their communities.

To Arinç I say: click here. This campaign is for you.

To Turkish women I say: keep tweeting.

To the rest of the world I say: keep watching. Women should be seen, heard and spoken to with respect – always.

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