Tag Archives: favourite

Jamaica’s bobsleigh team in the (cool) runnings to get to the Games

20 Jan

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Jamaica‘s motto is ‘out of many, one people‘ and it’s never rang truer than this week. The lush Caribbean island has qualified for the two-man bobsleigh event at next month’s Sochi Winter Olympics.

That’s right – Cool Runnings is becoming a reality (again). But one thing almost stood in Winston Watts and Marvin Dixon’s way – money. The funding was so tight they had to dip into their own pockets and even watched the final qualifying round from home with bated breath to see it they’d made it through to the next round.

But, once again, Twitter has proved itself as the key driver for crowd-sourcing success. @JamaicaOlympics backed its athletes by drawing attention to a unique crowd-funding initiative on the micro-blogging site moments after the pair qualified. And, although each tweet didn’t generate mass re-tweets or favourites, they’re being seen by the right people.

Most of those people used internet currency sensation Dogecoin to generate the much-needed cash – and in doing so it’s boosted the value of the crypto currency. So I predict we’ll be hearing more about it, and it’s rivals, in the coming months.

The great news is that tonight it was revealed that, thanks to a blend of individual and corporate doners, the team raised $25,000.

This flurry of national PR has meant that Watts and Dixon have dominated news articles as well as the sports pages – including The Guardian, Metro and the New York Times to name a few. And hopefully it’ll encourage the world to find the remaining $15,000 to get Jamaica to the Games.

The team’s fundraising success is testament to @JamaicaOlympics upping its game, while the sporting world was asking questions about the island’s novelty team. It’s gone from tweeting once a day to every hour; re-tweeting key stakeholders; and increasing its level of call to actions. Accompanied by a thriving website, team blog and Facebook page – Jamaica’s got the full social media package.

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Dancing on ice for Children in Need

13 Nov

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All brands get to a stage where they have to stop and think of others by running, what we call in the industry, a ‘charidee’ campaign.

One of my favourites this week is the Tower of London’s link up with Children in Need. To celebrate the BBC’s corporate charity – that helps more than 2,600 projects in the UK to provide support to millions of young people – it’s donating up to £7.50 per person from three skating sessions. My guesstimate is that it’ll raise well over £1,500. And, it’s a partnership that’s obviously beneficial to both parties because it’s the second year in a row that they’ve done this.

It’s topped my list for three reasons:

a) – This is pounds, not pence, being donated which makes a difference to charity and the media
b) – The Tower of London Ice Rink gets to launch its skating season with a bang with some TV coverage that’ll deliver a strong ROI
c) – Someone’s going to have to dress in a Pudsey costume and skate at the same time so the chances of that person falling over, making for s classic live TV moment, is high

Celebrities are also backing the charity’s 34th appeal – which is set to raise the bar by topping last year’s £26m fundraising total – in various ways. From Ellie Goulding’s charity single, which’ll donate 20p from each downloaded track, to Sir Paul McCartney designing his own Pudsey Bear, the campaign’s approach is evolving all the time.

What are your top charity campaigns?

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Virgin delivers a classy TV campaign

2 Mar

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Well here it is – the first time I’m using the happy / sad faces to refer to a campaign on Prime Time.

Drum roll please. The first campaign is from Virgin Media’s TiVo… and… it’s … positive.

Goodness knows how much this ITV and Channel 4 advertising stunt cost the company, but I think it’s worth it.

Viewers of Coronation Street, Dancing On Ice and One Born Every Minute will have thought that their favourite programme had been ‘accidentally deleted‘ after their screens went blank last night. The prank was quickly uncovered when the audience was told that Virgin TiVo can save the day because it recovers deleted programmes via its recorded TV system for a short time – so accidents like this don’t ruin your evening.

It’s a great way to generate brand awareness for the device and highlights an incredibly valuable attribute that people, like me, want to know about. The adverts demanded attention from TV addicts, presented a common problem and showed them a solution in a classy manner.

But, coming from Virgin, I don’t think I expected anything less.

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