Tag Archives: Justin Bieber

Usher confesses his love for Cheerios in new campaign

13 Nov

20140430-231008.jpg

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 CafĂ© 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?

IMG_0942.JPG

Advertisements

Do you Beliebe in brand PR?

5 Mar

20130306-102536.jpg

It’s been a difficult week for certain celebrities. They’ve made mistakes that have dented their image and some poor PR will have to pick up the pieces. There’s two famous faces I’ve got in mind: Justin Bieber and Lord Sugar.

Beauty and a Beat singer Bieber turned up late to his own concert at the O2 arena on Monday – causing the event to overrun and distraught teenagers fleeing half way through to get the last train home. Needless to say, Bieber was the victim of a social media backlash.

But instead of apologising, he simply told fans that the times were incorrect and he was, in actual fact, only 40 minutes late. And for this he had no excuse.

He needs to understand that the modern fan has changed. We download individual tracks rather than buying whole albums so band loyalty is decreasing. He made the mistake of focusing his statement on him, instead of his fans, which did little to repair the brand damage.

Perhaps he thought actions are louder than words because he made a statement by arriving on stage two minutes early yesterday. Doesn’t exactly help the previous audience though does it?

In other news, Lord Sugar is in the middle of an employment tribunal case with The Apprentice winner Stella English who claims her prize-winning role was that of an ‘overpaid lackey’. When she challenged him, he told her he ‘didn’t give a [insert expletive].’

The trial continues but in terms of his personal PR, Lord Sugar has shown himself to be a difficult person to work for. Although I knew that all along.

20130306-102529.jpg

Prime Time Blog

PR-IN-MY-EYES

belfastdad

parenting, music, food, photography, tech, fashion

Global Talents

Let's have a laugh about all the silly situations we find ourselves into on today's job market

Mashable

Prime Time: 'PR in my eyes'

A Cup of Lee

Digital Communications in Ireland

Bucket List Publications

Indulge- Travel, Adventure, & New Experiences

Juddz' shower of thoughts

My shower of thoughts will detail fresh ideas to intrigue and inspire

OMNIRAMBLES

sporadic blogging by @dfergpr

%d bloggers like this: