Tag Archives: glass

Halloween 2014 is sponsored by…

21 Oct

20140430-231008.jpgIn a dark room in a chilling office, set among a black backdrop of skyscrapers gracing the city’s skyline, shone a single glimmer of light. John stayed silent as he moved the cursor around his overworked computer screen.

The window had been left open to curb the stench of late-night pizza. The draft surrounded John and he systematically shivered. Pressing print, he moved slowly to collect his paperwork – marking the end of a 12-hour working day. As John turned his chair a glass smashed on the floor.

‘That’s strange,’ thought John. ‘I’ve not used a glass today.’

A rush of adrenaline shot through his veins, followed by a sense of calm. He even had time to momentarily wonder if they were his last thoughts. It felt like a lifetime, but in reality the person, or thing, who’d smashed the glass had acted quickly. As he hit the thick wooden floors, he turned ever so slightly to see who had attacked him. But, the remained silent.

With no time to feel scared he didn’t even try. Instead he opted to give his body in to the pain and then… nothing.

Got your attention? Don’t worry, John’s Halloween pitch made it to the client. But I don’t think I’ve ever seen as many brands making the most of this American holiday as I have this this year. And poor PRs like John are risking their lives by working overtime to deliver standout campaigns.

Maybe it’s because it falls on a weekend, and entertainment and lifestyle companies want to use this as an opportunity to boost sales and strengthen its position for Christmas.

Whatever the reason, it’s working. I’ve seen some cracking campaigns and here’s my top five:

Waterstones’ blogger mystery
No, it’s not locking in more tourists and keeping them there overnight to turn them into social media sensations. Waterstones is launching an online murder mystery with five bloggers who will communicate clues for fans, via their blogs and Twitter (where was my invite guys?), to work out ‘whodunit’. Those who crack the case will find themselves £50 richer (vouchers, darling).

Nice use of social and great blogger engagement, coupled with subtle branding, means that Waterstones is getting down from the shelf and making itself the go-to destination for books. Tick!

Walking Dead staggers to PR success
To celebrate the launch of the fifth series of the Walking Dead, Now TV made former MIC star Millie Mackintosh into a zombie to support its online campaign. In addition to this, it created a buzz on social media by sending personalised popcorn holders with ‘bloodstained’ snacks inside which was sent to celebrities and journalists.

To give customers a chance to join in the fun, it’s also using Twitter to give wary special edition Walking Dead Now TV equipment, zombie makeup and the exclusive popcorn holder. The competition hashtag is hardly memorable – #TWDNOWTV – but in two days it’s generated over 150 re-tweets and is steadily seeing its follower count rise.

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Spooky Speaker app shouts out
To promote its Halloween costume range, superpower supermarket Sainsbury’s has launched a voice app to inspire children to ‘transform’ into their scary characters using its voice distortion functions. The voices – such as Frankenstein, Witches, Vampires and Skeletons – match the costume designs available in store and online.

It’s a good attempt, reminding parents and children that Sainsbury’s is their one-stop shop for Halloween goodies, but can the interactive app outdo Asda’s inflatable wings which are being supported with TV advertising? Time will tell.

Chupa Chups’ chomping campaign
It’s great that brands are starting to scratch beneath the surface to see the value of Instagram – and Chupa Chups is no exception. It’s using this social network to create an online game, encouraging users to free a trapped lolly before it gets a licking. Age is certainly no barrier here. With contemporary references to current culture, the youth brand has made this Halloween-themed relevant to all groups.

Do you dare trust the National Trust?
Not strictly Halloween themed, but the National Trust has extended its successful ‘50 things to do before you’re 11 3/4‘ campaign by creating a direct mail around number 40: night walks. This glow in the dark pack targets existing members and encourages people to essentially see more than they bargain for by trudging down a natural trail at night.

This stunt might come with a parental advisory warning (i.e. kids – please don’t walk alone), but not only has the National Trust found a novel way to reach out to an engaged audience raising brand awareness, but it’s hit gold with timing this during half term. Expect to see families up and town the country on night walks next weekend.

With just over a week to go we’re bound to see more stunts slip out of the woodwork. But, whether they’re bold enough to make the top five is yet to be seen.

What do you think? Are brands going for ghoul this Halloween?

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April Fools: a dish best served with PR

1 Apr

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Pinch, punch first of the month and no returns white rabbit. Gotcha!

Now that’s over with it’s time to remember another special day in the PR calendar: April Fools.

So, let’s get straight to it. Here’s a nod to some top brave brands that have mixed the right ingredients (a pinch of believability, an ounce of doubt and a sprinkle of brashness all blended and baked for 20min on ‘creativity’) to make some clever, and suspect, PR-driven April Fools’ Day stories.

1. Virgin’s glass-bottomed jet
Branson announced today that his empire – Virgin – has developed the technology to introduce the world’s first glass-bottomed plane (pictured above.) One word. Genius.

2. SPAM launches Easter egg
This year the obvious news hook for April Fools is Easter, but this campaign just reeks of chopped up ham. Apparently SPAM has extended its range with an Easter egg including mini ham treats covered in chocolate – an unusual and delightful pairing (pictured below.) Available in supermarkets today, that’s the giveaway.

3. Mumsnet launches vajazzling course
Online parenting community Mumsnet has launched a vajazzling course for members including a keynote talk from former TOWIE star Amy Childs. Why? Because, as any new mum knows, appearance is the first luxury to be sacrificed when caring for a baby. In my mind the Mumsnet members are vicious roller derby players with babes in arms. They’re definitely not to be messed with. Vajazzle, really?

4. Twitter tax
Twitter has announced that it’ll begin charging tweeters for using vowels – although foreign language options will remain unaffected. For $5 a month, users can update to its premium service where all letters are available. A good try because it does make you look twice.

5. Cats crackdown on yobs in Croydon
There’s times when I have to represent Croydon and this is it. A faux feline story reports that cats are being trained and given top technology to patrol antisocial areas before reporting back to the authorities and the cats’ HQ: the Mobile Evening Observation Wing (or Meow for short.)

Spotted any more? Drop me a line and I’ll add it to the hall of fame.

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