Tag Archives: mechanic

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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The power of love (as demonstrated by PR campaigns)

13 Feb

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After pancake day, PRs have another great opportunity to impress the press with quirky products, services and campaigns that promote love, hearts, flowers and… car insurance. Most Valentine’s Day campaigns are PR fluff and all are wholly unnecessary. But, as long as they’re limited to just 24 hours we can learn to live with it.

Here’s a round up of some of my favourite ‘roses are red’ digital and social media campaigns that have stood out for all the right reasons this month:

Eat your heart out
Domino’s in Japan is offering heart-shaped pizzas tomorrow when ordering online.

With recent research revealing that 92% of couples will stay in this Valentine’s Day, it makes perfect sense to offer consumers something a bit different. It’s cheesier than M&S and Waitrose’s ‘dine in’ offers (excuse the pun) but gets away with it. What’s more, I imagine this slight change in shape is cost effective and is something that would’ve worked well in the UK.

Hello sweetie
M&S is putting the power in its Facebook fans’ hands to help decide what the new heart-shaped Percy Pig sweet will look like. It’s even gone to the effort of devising a back story to support the campaign – Percy and his sow Penny are moving in together. The vote closes tonight and the new edition will be in packs from June.

Making loyal customers part of the decision process generates instant ‘buy-in’ and creates insight and content for brands to use going forward e.g what they liked and why.

Is that your best chat up line?
My agency launched a ‘quick and dirty’ Facebook competition today for Lyons Coffee asking fans to share their best coffee-related chat up line to win some beverages for their loved ones.

Facebook continues to offer brands the opportunity to engage with a ‘switched on’ community and reach thousands in minutes.

My favourite chat up line is: “Have you bean here before?”

A lifetime of chocolate
Pudding brand has also been offering one lucky couple, through its Twitter page, the chance to win a lifetime’s supply of product.

An easy mechanic coupled with an appealing prize makes for instant brand awareness. However, I’m sure I could challenge their terms and conditions. I like chocolate. A lot.

You cheeky frog
Finally, movie download company blinkbox has teamed up with popcorn manufacturer Cheeky Frog to produce the world’s first aphrodisiac-flavoured popcorn. (Limited edition of course, because that type of love just can’t last forever.)

So, there you have it. But what do these campaigns all have in common? They’re food related. Why? Because I gave up chocolate for Lent and I have to get my fix somehow. Can’t eat it, so will write about it.

Send me your Valentine’s Day campaign spots and I’ll add them to the hall of fame.

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Waitrose gets customers to ‘horse’ around

20 Jan

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Waitrose has been encouraging consumers to ‘horse around’ (been waiting for a good opportunity to write that) on its ‘Love Life‘ slide, which was installed at Westfield Stratford City shopping centre last weekend.

Named after the supermarket’s range of ‘good for you’ food, it offered people a fun alternative to walking down the escalators in East London.

At a time when the the UK’s obesity levels are bursting at the seams – currently one in four adults are classified as obese – it’s vital that well-known brands are seen to be doing their bit. Aside from the Government’s Public Health Responsibility Deal and latest Change4Life push, companies must help communicate that adopting a healthy lifestyle is vital to our survival.

OK. The mechanics of this PR stunt doesn’t jump out on paper but it’s a good alternative to get the message home (when accompanied by the fact that in January people are looking for a little ‘pick me up’.) Creative campaigns, to hammer home healthy eating, are key to stand out in the media and resonate with consumers. After all, no one enjoys being repeatedly told they need to move from their armchair and eat more carrots. You get my drift.

Up to 3,000 people were made aware of Waitrose’s healthy eating scheme and many more children will experience it now that plans have been made to relocate the slide to a playground in East London.

Seen other good examples of brands celebrating healthy eating recently?

Last year my client – Unilever Food Solutions – had a vibrant campaign idea to transform an ambulance into a unique ‘Ambu-lunch‘.

Why not leave a comment with others?

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