Tag Archives: proactive

It’s a dogs’ life: Absolute Radio crowd-sources song lyrics

12 Aug

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I love a good crowd-sourcing project but I didn’t expect to read tonight that Absolute Radio listeners were asked to share their dead dog memories to create a new song.

Radio station host Geoff Lloyd launched the ‘Dead Dog Memorial Song‘ after he asked people to share their favourite dog moments – such as eating raw turkey at Christmas and licking ashtrays – as part of a forthcoming feature which’ll form part of his shows.

On paper it’s a top-dog (see what I did there) engaging initiative which has seen people proactively get in touch with Absolute Radio to share their tributes. The good news is the content has been reworked by The Boys Least Likely To, the music team behind iconic adverts including Apple and Coca-Cola.

The bad news is the song’s more annoying jingle than chart single. Judge it for yourself here.

Was I expecting too much? Should I tell the little music mogul aka Simon Cowell on my shoulder to pipe down?

In 24 hours the video has generated over 300 views on YouTube so it’s not viral just yet.

To me, it’s a very random social campaign that cannot really be classified as crowd-sourcing in its own right because that’s what radio stations do every day – engage in conversation with listeners and encourage responses.

It’ll be interesting to see how far Absolute Radio can push this and whether it’ll have longevity, if supported properly by the National Dogs’ Trust – which’ll receive all profits from the song which is available on iTunes.

The campaign would’ve made more sense to me if it was launched alongside an event such as National Dog Day (26 August if you’re interested). And it would’ve had more credibility if the station announced that extra verses would added to the song as the project gathers more tributes. As it stands, the campaign’s already maximised its reach.

But, maybe I just don’t get it because I don’t listen to that station and don’t own a dog. Oops.

What do you think? Is the campaign barking? (That’s the end now, I promise!)

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Rightmove bids on Apprentice star

18 Jul

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Leah Totton may have won the ‘The Apprentice‘ last night after Lord Sugar decided to back her beauty business, but that’s not the story. It’s Neil Clough, who was in the final five, that’s clocked a big opportunity.

He was told repeatedly during his televised interview that his DIY estate agency website would fail. Why? Because he was asking for estate agents to advertise on a site where they weren’t needed by readers. Lord Sugar, quite rightly, didn’t like it one bit.

But, in a PR twist for the books, national estate agency website Rightmove is arranging an interview for Neil to find out if he’s ironed out the creases in his business plan.

Whether it’a successful or not, it’s a brilliant example of proactive PR by Rightmove. The business saw an opportunity and acted on it – creating an interesting story that’s gaining traction on websites such as The Sun and Digital Spy.

Brands get one chance to make an impression and this opportunity was first come first served. It could have easily been Zoopla or Prime Location that I’m praising. But it just goes to prove that the PR team that identifies, plans and delivers wins big every time. It’s rewarded in brand awareness, thought leadership and a juicy PR value.

Great work Rightmove. And keep Prime Time posted on how you get on Neil!

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My Little Mistake…by Burger King

10 Mar

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I choose my blog posts carefully and there’s some battles I just don’t gallop into – like the horsemeat scandal. But, the time has come for me to comment on Burger King.

The fast-food franchise is continuing to launch its kids meal toy giveaway this month – a My Little Pony.

I’m in full support of people not having to apologise for every little thing they say and do which might cause offence (apart from Helen Flanagan – she simply doesn’t think), but there’s times when you have to change tactic to avoid rocking the boat – especially when it recently capsized.

BK was one of the first brands to get caught up in the horsemeat by pledging to switch suppliers as a precautionary measure before admitting some of its burgers had been contaminated. This made lots of people angry. Then the business got hacked on Twitter and we all had a good laugh. It worked because it gained followers.

But, is this Europe-wide promotion undoing its recovery strategy? I think so. Although there’s nothing online to say that the UK is taking part (Germany is cited on the website), it will look foolish. And to those that really take notice, I expect they’ll rip BK to pieces for its brash insensitivity.

To handle this situation, BK has two options:

1) Say nothing and take the (expected) ridicule
2) Make a joke of it and use it to their advantage

Personally, I’d vote for the latter every time. It’s a proactive opportunity to show that the business has a sense of humour and, although it’s a risk, it’s one that could come off with great results

Let’s wait to see if anything happens in the UK.

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