Tag Archives: microsite

CLIC Sargent’s fundraising campaign is a joke

21 Jul

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I’ll keep my intro short and sweet. Non-profit PR is a lot like this summer – hot.

From Macmillan’s social media quick-win to Grassroots’ #StayAlive app, charities are proving that there’s lots of opportunities to raise awareness.

But, when I first read about CLIC Sargent’s campaign, I thought it was having a laugh… and I was right.

Let me explain:

Working with Havas, (a highly-creative media agency which turns brainstorm ideas into a brand reality. I did some work with them for my old client Unilever Food Solutions) CLIC has created a Joke Appeal micro-site encouraging people to submit their best jokes.

Here comes the science:

People then look around the site, find their favourite gag and ‘buy it’ – donating to the cancer charity.

It’s a ‘novel’ concept, not only because it means that everyone can contribute to the charity – financially or not – but it instantly gives CLIC the opportunity to not take itself too seriously. Using well-known comedians to get the ball rolling, the Joke Appeal can literally laugh in the face of cancer – different to Cancer Research‘s ‘aggressive’ approach.

It’s early days for the campaign, but it’s already generated over 240 jokes (Note that the charity is promoting how many jokes it’s received, not money – so it’s not necessarily measuring success against fundraising targets). What’s more, CLIC’s made the most of its existing social media channels to make some noise.

So, as funny as this appeal may seem, this campaign is very serious about engaging the public online.

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Coca-Cola: Call me anything, just not ‘gay’

29 Jan

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Coca-Cola or Coca-Cock up? It’s hard to tell when this global brand keeps making marketing mistakes.

After asking fans to share a personalised coke, Coca-Cola’s sub brand – Vitamin Water – fell foul of calling one unlucky US customer a ‘retard’. And now, according to BBC Trending, the South African coke microsite has banned people from calling their can of coke ‘Gay’.

‘Computer error’ I hear you ask? Well, technical glitches don’t tend to read:

Oops. Let’s pretend you didn’t just type that. Please try another name.

The brand has since apologised and resolved the issue by clarifying which names can be used on its social media led channel by listing them on the site. But, if Coca-Cola thinks it can move on swiftly it’s highly mistaken.

With the 2014 Winter Games around the corner – featuring Jamaica (probably the most exciting thing about the event) – rightly or wrongly this has definitely become a gay rights issue.

Although the Games wouldn’t happen without its sponsors, it’s down to all marketeers, regardless of what country they’re based in, to communicate with one another to ensure they have an integrated approach. Remember that word? In this industry it doesn’t just look pretty on paper, it means something.

Sure, some might agree that Sochi shouldn’t be punished for South Africa’s mistakes but the truth is a quick phone call could have ensured the brand isn’t tarnished in every time zone. With Russia attracting attention for the wrong reasons since it passed legislation banning propaganda of ‘non traditional sexual relations among minors’, it’s important that businesses know which side of the fence they’re sitting on. Otherwise you’ll have international media, bloggers and entire communities hating on you, including Gay activist John Aravosis.

It’s time for marketeers to take responsibility for their actions because, with this company in particular, ‘sorry’ is wearing thin. If you’re going to put consumers in charge, then you have to be prepared for the consequences.

If in doubt, leave it out! What do you think?

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