Tag Archives: Article

Birds Eye gets social media savvy with Mas#Tags

17 Feb

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You’ve probably heard of the ‘tweet what you eat’ concept, but now you can eat what you tweet thanks to Birds Eye.

That’s right, the food brand has moved away from its traditional potato waffles, hash browns and fish fingers in favour of Mas#Tags.

Inspired by social media, the potato shapes include emoticons and symbols such as: 😊, @ and #.

The news is causing quite a (Twitter) storm with articles posted on: The Independent, Huffington Post, Digital Spy and The Grocer, but I’m surprised that the brand hasn’t taken to the most obvious outlet to boast about its latest creation.

The company has confirmed Mas#Tags via direct tweets to excited customers, but hasn’t shown off profile pictures or worked to get it trending on Twitter… yet.

Birds Eye has proved that it has its finger on the pulse when it comes to connecting with a social media generation, but why is it only concerned about what’s on the plate?

Not only would it have been a great opportunity to launch a digital word game to celebrate the launch, (a carbohydrate-based Flappy Bird anyone?) but at the very least link in with top supermarkets – Asda, Sainsbury’s and Tesco – which will stock the product from March.

It could be a strategic move to ensure that the talkability factor around the product remains high, but I believe in striking while the iron is hot.

What do you think? Will you be cooking up some Mas#Tags?

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DVD release has people running for their mums

14 Jun

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Hotel chains are definitely upping their game when it comes to PR stunts and marketing campaigns.

It was only last week that I blogged about Ibis’ bunny room and now Holiday Inn has caught my eye.

Holiday Inn Camden partnered with Universal Pictures’new thriller Mama and transformed one of its rooms into terrifying horror experience –
to celebrate its DVD release.

Open for one week only – free to selected guests that booked in advance – the #SurviveMAMA experience promises to ‘shake the public’s nerve and resilience’, throwing guests into key moments and elements of the film.

I salute Fever PR and AtmosFEAR! for putting this together. Now I’m only guessing, but coming up with innovative campaigns to promote DVDs – where the twist or special effects from the film have already been seen – must be tricky with a capital ‘T’. Not only is this experience-led activity attention grabbing, but it also generates unique content.

Clever content is a PR’s best friend when engaging with journalists, giving them another reason and angle to write about the film. The stunt also looks like it was very well executed with authentic props, costumes and scare actors. The video resembles an after hours trip to London Dungeons and I’m pretty sure if I’d gone along I’d have had an accident. But, I’ve never been a fan of scaring myself for fun!

The campaign has generated lots of blog coverage in phase one – inviting consumers to apply for free tickets – but post-event write ups are more difficult to find. I’ve spotted an article on the Daily Express – which might be an exclusive. Besides chasing national coverage, if I was Fever I’d have partnered with the likes of Shortlist and Total Film for additional in-depth features.

But, social media is a different story. Twitter is buzzing with different mentions of the campaign, so with a tight digital evaluation process Fever will deliver an incredible reach for its client – while impressing Holiday Inn (a brand currently missing from its portfolio).

Wise move. Brilliant idea. Great campaign.

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The Drum misses a beat

28 May

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I was interested to read that marketing magazine The Drum is challenging itself to develop an upcoming issue in front of a live audience.

At first I was impressed by the editorial team which laid down its own gauntlet to discuss content and interview key spokespeople (such as Dom Burch, head of social media for Walmart, and Selina Webb, communications director for Universal Music) to put together one of its fortnightly magazines. I was even quite excited at the feeling of sniffing out a story with the professionals, but all of those feelings disappeared when I found out that I was going to be charged more than £200 for the privilege.

I know it’s a commercial event for the brand to grow and improve its offering, but that doesn’t stop me questioning how The Drum can ‘sell’ this opportunity. Especially when the challenge is lukewarm; it’s hardly down to the wire – with more than two weeks from the ‘live’ session until the magazine is on the shelf.

I feel that The Drum has dressed up an exciting concept for the publishing world in sheep’s clothing. An event like this has the potential to hold something special for attendees that online and digital wouldn’t offer – the traditional interviews, feature angles and front covers.

More than this, it’s the perfect chance for young budding PR, marketing and advertising bods to learn some industry nuggets – but at this rate they’re priced out. I think working with future media executives would’ve made a much better story, but as it stands I’m cynical as to how much decided on the day will actually be published.

What do you think – is this a unique idea or a commercial flaw?

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