Tag Archives: Games

Remember, remember the success of Movember

27 Oct

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In just a few days time, men (and some brave women) will spend the month growing and grooming their moustaches for Movember, a fundraising campaign to support Prostate Cancer UK.

Launching 10 years ago in Australia, the rise and rise of the Movember movement has taken the world by storm. In 2012, 21 countries took part raising more than £92m.

Here’s a look at how some of Movember’s partners are making the most of their involvement. Please note, I’m bypassing Gillette because a PR match made in heaven like this doesn’t need an extra plug.

HP Sauce
HP Sauce is continuing its sponsorship of Movember by giving its bottles a tache makeover, but going one step further to create a Mo Bros roadshow. Packed with competitions and games for university students across the country, this PR and marketing stunt is supported by Facebook.

Byron
Byron is giving away a free burger to every Mo Bro that raises more than £25 for charity. With hundreds of thousands of participants in the UK alone last year, this is a very brave gesture for the restaurant chain. But it’s also hoping to attract customers with a new limited edition Mo’shroom burger. Fifty pence will be donated to Movember for every one sold next month.

Mr Men
The creators of Mr Men have launched a new character – Mr Mo – to star in a new book. As the first new character in four years, it’s sure to be a collectors’ item and is a great PR story to continue raising Movember’s profile. But Hargreaves should be careful not to over expose his collection, following Mr Funny (Red Nose Day) and Mr Cheeky (Children With Leukaemia). If every charity has one it will lose credibility.

The Movember autumn collection
TOMS, Eleven Paris and Links of London have created a bespoke collection of t-shirts, shoes and accessories for Mo Bros. A proportion of the profits will be donated to charity to make a difference. So if you can’t grow a tache, you can wear one.

My only issue is that moustaches have been marketed by lots of retailers earlier this year, encouraging people to cheat the system. In any other situation you could argue that imitation is the best form of flattery, but not when charity’s involved.

But, the reason Movember’s been so successful is a) it has its own identity that doesn’t shout about ‘cancer’ and b) it focuses on the positive, adopting the ‘here’s what you can do for us’ approach, making Movember interesting, intriguing and fun. So many others have a ‘here’s what will happen if you don’t help us’ attitude.

It’s also refreshing that its partners put the initiative first. No piggybacking or promoting, these brands have come up with genuine ways of raising extra cash. Maybe that’s why journalists don’t mind writing about it. The likes of MSN, Daily Express, Daily Star and the Metro have already picked it up and will undoubtedly do so again during the month.

Are you prepared for Movember? Watch this space to see how much is raised.

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This PR stunt is a little abstract

29 Jan

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Do you ever wonder how often the art world crosses over into PR? Let me explain:

An artist from Milton Keynes, Tomas Georgeson, has hidden the majority of his life savings in his local gallery. Why? It’s an artistic statement to boost numbers and interest.

Through an advert placed in his local paper, local residents are being encouraged to visit their local hotspot to see if they can find it. Whoever does will be able to bank it. No terms and conditions just a potential ‘life- changing’ sum.

There’s no doubt about it – this is a great story. But is it genuine or do I smell a PR rat? One thing’s for sure, if Georgeson ever wanted to jump careers, PR could be for him. But, he’d have to learn a few lessons first to ensure his campaigns don’t fall flat in the long-run:

Think long-term
For someone who’s evidently passionate about bringing artistic culture back to Milton Keynes and reinstating the integrity of the gallery, who is Georgeson doing this for?

I’m not sure how many people are going to return after the ‘New Year egg hunt’ is over. Yes, the visitor numbers are likely to increase over the coming weeks, but what next? Arguably, advertising could have done the same.

Although Georgeson’s gone one better and created a buzz through a ‘PR stunt’, how is he going to fund the ongoing campaign and keep giving people reasons to come back?

You don’t get many surprises at my age
It would have been risky, but Georgeson could have kept his cool and played the game a little longer – and not gone to the press before the stunt had even launched. Call me cynical, but does a rare Robin Hood in the 21st century really make such a public announcement about their endeavours?

An element of mystery would have given the ‘campaign’ a better grounding and positioned Georgeson as more of a hero if he’d waited. Think Banksy.

I’ll give him this though – the timing is spot on. Every day, we’re being told how households are still feeling the pinch and money is a language everybody speaks.

Be realistic
Georgeson says: “It almost doesn’t really matter what happens, it’s the fact that it’s there.”

Serious? We live in a ‘give to get’ society. PRs especially. If you’re not hungry for the PR value or questioning the return of investment, you’re not going to excel. Georgeson should have thought more about his messaging – didn’t he want to bring the gallery to the centre of the community?

Keep your clients informed
According to the gallery’s press office, who have not been told of the cheque’s location, the team have carefully searched for it but cannot find any trace.

A careful ploy to encourage more visitors who believe they still have everything to play for I wonder?

This part of the story just makes us wonder how hard they were looking.

This will be a campaign to watch – especially when it comes to how much the artist and gallery benefit.

What are your thoughts?

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What have you been talking about in 2012?

11 Dec

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As the year comes to an end, search engines and social media platforms are evaluating what people were most interested in during 2012 – the year where global sporting events and celebrity status carried even more weight than normal.

Most of the results across the board are similar but there are some curve balls. Here’s a useful round-up of all the top reviews in one place:

Most tweeted
The annual Twitter review reveals that the London 2012 Olympics was the most tweeted about topic, generating 150m tweets during the Games. This peaked during the Spice Girls‘ performance at the closing ceremony. But, according to Google, despite the daily online scramble for tickets, it was only the second most searched for term – beaten by Euro 2012. What’s more, celebrations such as the Queen’s Diamond Jubilee don’t even feature.

Most re-tweeted
Barack Obama summed up his mammoth victory quite simply by tweeting ‘four more years‘, accompanied by an image of him and Michelle which went viral within two minutes of sending to become the most re-tweeted update, generating more than 810,000 re-tweets.

Most searched for
According to Google, Euro 2012, Whitney Houston and Andy Murray were among the most searched for terms, celebrities and Olympians.

Most talked about
Facebook revealed today that (surprise, surprise) the Olympics were talked about most on timelines with the Queen’s Diamond Jubilee topping the chart. But other discussions included mummy porn phenomenon Fifty Shades and X Factor graduates One Directon.

Alongside these results, users were most likely to check in at Alton Towers (is it your biggest disappointment too?) and listen to number one ‘Somebody That I Used To Know’ by Gotye.

So, there you have it – 2012 in a social media nutshell. But, what do we have to look forward to next year?

PRs were licking their lips at the thought of campaigns fitting into ‘2013 – the year of no sport / the royal void’. But, then the national press had a dream come true – a royal baby.

All chances of coverage have now been significantly reduced due to column inches re-written for stories on suicide inquiries, baby names, public schools and the general structure of the monarchy.

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