Tag Archives: anniversary

You’re going to need a bigger budget! Tara’s tacky PR stunt

4 Aug

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Not all PR stunts are equal.

A recent PR stunt to rave about is the 888,000 ceramic poppies that have been ‘planted’ at the iconic Tower of London to commemorate the servicemen and women who died during the First World War. As part of a stunning art installation called Blood Swept Lands and Seas of Red, by Paul Cummins, it’s succeeding in its mission to echo the importance of the 100th anniversary of the war.

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On the flip side, an example of bad PR is US actress Tara Reid launching her own perfume, The Shark, to celebrate the release of Sharknado 2 (Yes, we’re biting on sequel territory here).

This innovation, which comes from the woman who thought her career was going to be over when she started filming the first movie, actually makes me feel seasick.

According to Tara’s website, Shark’s sensual ‘light and refreshing’ scent is ‘perfect for day-to-day wear’ and ‘incorporates a plethora of lavender coloured flowers’ – which means this overpriced idea (almost $25 a bottle) blurs the line between tacky and tragic.

However, if I was getting paid to market this monstrosity I’d do more than bounce off the fact that the latest Syfy film has attracted 183% higher ratings than the first. I’d get creative:

Secure a predator partnership
I’d put a spin onto the perfume and market it as a scent that attracts sharks. By organising a photo-call at a leading aquarium, and asking a shark trainer to spray the fragrance on them before heading into the tank for feeding time, I’d generate some striking imagery to sell-into the media – National Geographic style.

Secret scent
Alternatively, I’d strip the perfume bottle of any labels and send it to a selection of high-end beauty writers to review – with a note including a web address. Journalists would then be encouraged to log onto the website and share their feedback – the good, the bad and the ugly. All the positive ones could then be leveraged across the film’s marketing materials (using the star rating often found on movie posters) to promote it further.

Failing that, I’d just ask Tara to jump into a shark tank, kiss a great white or dress up as a shark because, let’s face it, she’ll do anything.

What do you think – can any ‘fin’ make this stunt better?

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Magnum (P.I) fans hunt for Holland dress

29 Mar

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I can’t remember the last time I had a Magnum. Lent aside, it’s a premium product for premium people. I’m more of a Cornetto girl.

But, to celebrate Magnum’s 25th birthday, Unilever – the company behind the Ambu-lunch PR stunt – has teamed up with fashion designer Henry Holland to create a limited edition ice-cream themed party dress.

Holland came up with a 60s-inspired patterned shift dress. But, don’t worry if you think it looks like a glamourous safari outfit. I thought the same at first glance. It’s meant to resemble the ‘iconic crack of Magnum chocolate, revealing the rich ice-cream beneath’ – not a giraffe.

The best thing about this £5,000 fashion collection is that Magnum’s made one of them entirely out of chocolate, handcrafted by three experts, truly making it good enough to eat.

As part of the promotion, Holland is giving away 25 dresses to Magnum (P.I) fans who crack the code by successfully following a set of clues across its social media sites.

It’s a great effective ‘quick win’ promo mechanic for the brand:

1. Celeb-studded launch event
Kimberley Garner, Vanessa White and Gizzi Erskine were just some of the famous faces at Magnum’s party, held at Home House.

Celebs guarantee coverage which is why the event secured ‘Daily Mail Showbiz‘ style coverage (crem de la crem).

2. Exclusive Giveaway
Who doesn’t love a freebie? Magnum’s decision to encourage fans to ‘crack’ the code to win one of the dresses is a no brainer and will see people flocking to follow, like and pin its profiles at the same time.

3. Advertising
It’s underpinned the campaign with TV ads, which is perfect timing as the sun pops its head out of the clouds for the first time in months. So, even if you don’t know about Holland’s design then you should know Magnum has something to celebrate.

The only thing I’d ‘bolt on’ to the campaign is bloggers.

Magnum could’ve recruited fashion bloggers, or even a top magazine, to collaborate with Holland during the creative process to secure additional coverage.

Alternatively, it could’ve asked them to design a dress that’ll represent Magnum in 25 years time and time capsule that bad boy. Then you’ve got a PR story and a 50th birthday present.

Happy birthday Magnum… and you’re welcome.

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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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