Tag Archives: reason

Dancing on ice for Children in Need

13 Nov

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All brands get to a stage where they have to stop and think of others by running, what we call in the industry, a ‘charidee’ campaign.

One of my favourites this week is the Tower of London’s link up with Children in Need. To celebrate the BBC’s corporate charity – that helps more than 2,600 projects in the UK to provide support to millions of young people – it’s donating up to £7.50 per person from three skating sessions. My guesstimate is that it’ll raise well over £1,500. And, it’s a partnership that’s obviously beneficial to both parties because it’s the second year in a row that they’ve done this.

It’s topped my list for three reasons:

a) – This is pounds, not pence, being donated which makes a difference to charity and the media
b) – The Tower of London Ice Rink gets to launch its skating season with a bang with some TV coverage that’ll deliver a strong ROI
c) – Someone’s going to have to dress in a Pudsey costume and skate at the same time so the chances of that person falling over, making for s classic live TV moment, is high

Celebrities are also backing the charity’s 34th appeal – which is set to raise the bar by topping last year’s £26m fundraising total – in various ways. From Ellie Goulding’s charity single, which’ll donate 20p from each downloaded track, to Sir Paul McCartney designing his own Pudsey Bear, the campaign’s approach is evolving all the time.

What are your top charity campaigns?

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DVD release has people running for their mums

14 Jun

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Hotel chains are definitely upping their game when it comes to PR stunts and marketing campaigns.

It was only last week that I blogged about Ibis’ bunny room and now Holiday Inn has caught my eye.

Holiday Inn Camden partnered with Universal Pictures’new thriller Mama and transformed one of its rooms into terrifying horror experience –
to celebrate its DVD release.

Open for one week only – free to selected guests that booked in advance – the #SurviveMAMA experience promises to ‘shake the public’s nerve and resilience’, throwing guests into key moments and elements of the film.

I salute Fever PR and AtmosFEAR! for putting this together. Now I’m only guessing, but coming up with innovative campaigns to promote DVDs – where the twist or special effects from the film have already been seen – must be tricky with a capital ‘T’. Not only is this experience-led activity attention grabbing, but it also generates unique content.

Clever content is a PR’s best friend when engaging with journalists, giving them another reason and angle to write about the film. The stunt also looks like it was very well executed with authentic props, costumes and scare actors. The video resembles an after hours trip to London Dungeons and I’m pretty sure if I’d gone along I’d have had an accident. But, I’ve never been a fan of scaring myself for fun!

The campaign has generated lots of blog coverage in phase one – inviting consumers to apply for free tickets – but post-event write ups are more difficult to find. I’ve spotted an article on the Daily Express – which might be an exclusive. Besides chasing national coverage, if I was Fever I’d have partnered with the likes of Shortlist and Total Film for additional in-depth features.

But, social media is a different story. Twitter is buzzing with different mentions of the campaign, so with a tight digital evaluation process Fever will deliver an incredible reach for its client – while impressing Holiday Inn (a brand currently missing from its portfolio).

Wise move. Brilliant idea. Great campaign.

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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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