Tag Archives: giveaway

Usher confesses his love for Cheerios in new campaign

13 Nov

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There’s no denying that breakfast is big business. We’ve just seen fashion designer Anya Hindmarch give Kellogg’s Tony the Tiger a grrreat makeover and Shoreditch is awaiting the launch of its first Cereal Killer Café next month.

So, it’s no surprise that celebrities are chewing their right arms off to be associated with the most important meal of the day – becoming part of everyone’s morning routine in the process. And, the king of R&B, Usher, is no exception.

He’s partnered with Cheerios and Walmart in the US to give away his latest track – Cluelesswith every box of Honey Nut Cheerios.

Just add milk
On the outside looking in, this brand partnership doesn’t seem to make any sense. 36-year old Usher, who has come a long way from his You Make Me Wanna days, doesn’t fit Cheerios’ target market – a cereal championed by a bee called Buzz.

But, once you’ve swallowed this fact and digested the promotional video that accompanies the PR and marketing stunt (don’t knock it before you’ve tried it – it’s already secured 820,000+ views), it becomes the entire reason why Usher has taken this on.

With super fans downloading One Direction and Justin Bieber tracks left, right and centre, how does an ‘experienced’ singer steal back sales and kudos? By ending up in the hands of millions of young digital eagles across the country, giving them a unique code to download a fresh track of course!

No added sugar
Essentially, it’s a win-win situation. Usher gets the downloads he needs ahead of an upcoming album launch and Cheerios gets to negotiate premium shelf space with Walmart, while producing some crunchy content for its communications channels.

But, how could this partnership develop in the long-term?

Free gift inside
Some ways that Cheerios could maximise its partnership with Usher include subtle branding in his next video; utilising his 9m+ followers by hosting a Twitter takeover and running a competition to meet the star himself; or creating a series of educational videos on the importance of breakfast with Usher’s children, linking in with Cheerios’ Family Breakfast Project.

So, it’s a good start, but there’s lots more Cheerios could be doing to transform this fleeting stunt into a considered campaign.

What do you think?

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Magnum (P.I) fans hunt for Holland dress

29 Mar

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I can’t remember the last time I had a Magnum. Lent aside, it’s a premium product for premium people. I’m more of a Cornetto girl.

But, to celebrate Magnum’s 25th birthday, Unilever – the company behind the Ambu-lunch PR stunt – has teamed up with fashion designer Henry Holland to create a limited edition ice-cream themed party dress.

Holland came up with a 60s-inspired patterned shift dress. But, don’t worry if you think it looks like a glamourous safari outfit. I thought the same at first glance. It’s meant to resemble the ‘iconic crack of Magnum chocolate, revealing the rich ice-cream beneath’ – not a giraffe.

The best thing about this £5,000 fashion collection is that Magnum’s made one of them entirely out of chocolate, handcrafted by three experts, truly making it good enough to eat.

As part of the promotion, Holland is giving away 25 dresses to Magnum (P.I) fans who crack the code by successfully following a set of clues across its social media sites.

It’s a great effective ‘quick win’ promo mechanic for the brand:

1. Celeb-studded launch event
Kimberley Garner, Vanessa White and Gizzi Erskine were just some of the famous faces at Magnum’s party, held at Home House.

Celebs guarantee coverage which is why the event secured ‘Daily Mail Showbiz‘ style coverage (crem de la crem).

2. Exclusive Giveaway
Who doesn’t love a freebie? Magnum’s decision to encourage fans to ‘crack’ the code to win one of the dresses is a no brainer and will see people flocking to follow, like and pin its profiles at the same time.

3. Advertising
It’s underpinned the campaign with TV ads, which is perfect timing as the sun pops its head out of the clouds for the first time in months. So, even if you don’t know about Holland’s design then you should know Magnum has something to celebrate.

The only thing I’d ‘bolt on’ to the campaign is bloggers.

Magnum could’ve recruited fashion bloggers, or even a top magazine, to collaborate with Holland during the creative process to secure additional coverage.

Alternatively, it could’ve asked them to design a dress that’ll represent Magnum in 25 years time and time capsule that bad boy. Then you’ve got a PR story and a 50th birthday present.

Happy birthday Magnum… and you’re welcome.

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Jelly Babies advert bombs before royal baby arrives

11 Jul

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“When’s Kate due?” my friend in Sydney keeps asking me. It must be soon judging by the number of campaigns that are already launching in readiness for the new Prince or Princess of Cambridge’s arrival.

First there was Roberts Bakery, and the UK’s most expensive loaf of bread priced at £30 loaf of pop, and now Bassetts Jelly Babies have taken out an advert in today’s Metro newspaper.

Are you thinking what I’m thinking? It’s a very weak ad and looks rushed, especially when there’s so many puns the team could’ve played on – baby-to-baby. It leaves me questioning if marketing even got their PR team involved to help develop an idea that gives the brand a better ROI than just an eighth of a page. I mean, it’s not even obvious what these babies are doing. Are they saluting or meant to be the Queen’s soldiers or neither?

You should know by now that I’m not shy to throw in my 2p worth. Here it is:

If I was in that brainstorm I would’ve suggested waiting until the baby was born (risky I know because it’ll be a saturated market but this idea is so worth it) and creating a one-off series of life size jelly babies, weighing exactly the same as the new arrival – perhaps throw in a few defining features too. Keep one and arrange a photo-call with Wills and Kate look-a-likes, before sending the rest to the Royal Family to enjoy. One could also be given away in a national competition.

Now that wasn’t so hard, was it?

What’s your big PR idea to celebrate the new royal baby?

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