Tag Archives: figure

Fill up on Dallas’ PR stunt

27 Feb

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I wonder how many PR agencies have come up with the idea to launch a petrol station – offering cheap fuel – to promote a prime time TV programme? Answer – one.

To celebrate the launch of Dallas returning to the small screen this week, US TV network TNT launched Ewing Energies – in honour of ‘oil man’ character JR Ewing – for Manhattan consumers to fill up their cars for just $1.98 per gallon.

Up to $2 per gallon cheaper than anywhere else in the area, it’s no surprise that motorists were queuing two blocks away to take advantage of the one day deal.

TNT launched the stunt with a video, where JR tells fans that the offer makes good business sense. And, as one of the most powerful people in America, he can make it happen.

What I like about it, is that the video is ‘on message’ with the soap, adding drama and intrigue around the new series, but interesting and fun at the same time. It’s also effective because it has a short shelf-life. It propels a call to action, with consumers knowing that if they miss this, they miss out. 20140227-075340.jpg The video, hosted on the Dallas’ Facebook page which has over 1.4m fans, generated over 1,000 likes. And images of the man behind JR, Josh Henderson, pushed that figure to more than 13,000.

It’s an active Facebook page that acts in the form of JR’s diary, encouraging people to comment on what they’ve just viewed and forthcoming teasers. It’s also completely different to the way it runs Twitter, so it was right to make the most of the stunt on that social media channel.

All in all, I think it’s a fantastic idea, engaging with new and existing soap fans by bringing TV to life. Although it’s not yet known how many viewers the PR activity brought in, TNT has many more tricks up its sleeve. Next month, JR is also set to launch a range of Bourbon.

What do you think? Does this campaign make you want to reach for the remote?

It’s a formula that we could see open up in the UK. Just think:

The Queen Vic opening up in Shoreditch
BBC bosses have recently been complaining that E20 no longer represents trendy East London. So, why not connect with new viewers by launching a cheap bar? Content could be used in its online mini-series, that runs alongside the show, giving customers the chance to be on TV.

Doctors to offer free check ups
Members of the show could chat to people who are in line for a free health check up – blood pressure or cholesterol etc – to make them feel at ease. Linking in with a medical brand or pharmacy, discounts could be offered on certain products.

Meet Mr Selfridge
To coincide with Selfridge’s next milestone anniversary, the cast from the hit ITV show could attend an exclusive party at the flagship store, of which part of it would be re-designed in the style from the 1900s.

ITV could then launch a competition giving viewers the chance to win tickets to the champagne reception, maximising coverage opportunities and generating talkability.

BBC and ITV – talk to me.

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Our survey says… more please!

7 Jan

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Welcome Prime Timers – to the first blog of the new year.

If you’re struggling with the thought of the five-day working week, then this blog probably won’t help. I’m going to get underneath the skin of a recent survey and debate the PR-Journalist-Consumer relationship. That’s right folks, we’re exploring a three-way relationship.

The Energy Saving Trust has commissioned a survey which reveals that more than half of consumers prefer to see advertising claims backed by facts and figures. A further 41% are more likely to believe ideas supported by a third party expert organisation.

‘This is interesting’ I hear you say. But you’ll be even more surprised when I say just 1% said celebrity endorsement would increase their product loyalty.

So, judging by this report, big brands such as Nike, Pepsi and L’Oreal should scrap Ashley Cole, Beyonce and Kirsten Dunst and re-invest their budget elsewhere, because apparently it doesn’t work!

PR
From a PR point of view, what avenue you go down to get coverage depends on who your target audience is. Top titles such as the Metro and the Daily Mail are packed with survey stories, but you can’t have a conversation with a lifestyle journalist without a celebrity partner as back up.

That’s because celebrities don’t just push product, they market an experience. Are the research respondents actually telling me that when they’re looking for trainers they’re turned on by Which? statistics rather than the thought of looking like a model?

Which sectors should prioritise stats?
1. Financial
2. Technology
3. Healthcare

Consumers
I’m not expecting consumers to believe everything celebrities say. We’re in the middle of a sponsorship era. Do well in youe field, you get offers. Lie, cheat or fail to perform and those offers are taken off the table. So, media savvy readers will know that celebs will agree with almost anything as long as it pays well. These endorsements are PR through and through.

In some cases, celebrities can’t even uphold an exclusive sponsorship deal. In the Evening Standard tonight I saw that in an interview with the Radio Times, actor Ben Miller has admitted to fancying Typhoo Tea opposed to PG tips. He’s rocked the boat and put his personal opinion above his cash cow.

Which sectors shouldn’t prioritise stats?
1. Fashion and beauty
2. Arts and culture
3. Media

Journalists
But, when it comes to securing coverage, it takes far longer to explain your headline stat and sample size, compared to uttering the words ‘Gwyneth Paltrow‘. And, more often than not, she adds more weight.

I’ve actually had a journalist put the phone down on me, not because he wasn’t interested in my pitch but because he simply didn’t believe the figures.

There’s a time and a place for numbers and percentages. When they’re unusual, fool-proof and complement the product or service, they sit well with all everyone involved. But, if in doubt, find someone who will communicate your messages without the hassle.

What do you prefer?

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