Tag Archives: contemporary

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

The IOC is wrestling to drop this Olympic sport

15 Feb

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It’s been six months since the end of the London 2012 Olympic Games but the international sporting event is still generating plenty of coverage this week:

Leading the pack is South African Paralympic gold medallist and double amputee Oscar Pistorius who’s recently denied murder after his model girlfriend Reeva Steenkamp was found dead at his home.

Secondly, ‘poster girl for London 2012’ Jessica Ennis has topped a poll, alongside the Queen, as one of the country’s most inspirational women.

Lastly, the International Olympic Commission (IOC) is facing criticism after it announced it wanted to drop wrestling as an Olympic sport – an event that dates back to the ancient Greek games and has been part of the modern programme since 1896.

There’s still a chance it could stay – if the IOC officially ratifies it at a meeting in September – but at the moment it’s competing against six other sports, such as baseball and squash, for one spot in the 2020 programme.

Of all the recent news the latter bothers me most. Why? Because those that have been with Prime Time from the beginning will remember that when I was a GamesMaker I helped to oversee the wrestling at the ExCeL centre.

The Olympic Games has such a unique history that it’s a privilege for countries to host this amazing centre stage to showcase talented athletes. (You only have to watch a snippet of Danny Boyle’s Opening Ceremony to see how much effort we put in.) With this in mind, I appreciate that to keep the Olympics current, occasionally it has to redevelop itself. And I’m all eyes and eyes for modernisation, but when elements of the event’s history and heritage are at stake then that’s a different matter.

Don’t get me wrong. I’m not a closet member of FILA – the wrestling federation. Until last August I’d never even seen a Greco-Roman match, but the fact that the IOC has deemed it a good enough sport, to recognise and reward athletes for demonstrating their skills and strength, for more than a century must worth something.

If it’s about ticket sales, the IOC should be supporting FILA with advice to raise the sport’s profile. After all, more athletes and more fans would benefit both parties. But, instead the committee bull-dozed ahead without talking to anyone. So, not only does the IOC look rash but also now appears defensive by saying:

“We knew even before the decision was taken whatever sport would not be included in the core programme would lead to criticism from the supporters of that sport.”

The backlash against the IOC has spread quickly and I’m glad I’m not the only one that feels surprised. ESPN’s Jim Caple highlights a range of other sports that could’ve been given the chopper which would’ve caused less controversy. (Trampolining anyone?)

Wrestling is an ancient sport. I mean that in the historical sense, not old.
It’ll be interesting to see what the outcome is as the wrestlers, and their fans, fight to feature in Rio and beyond.

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