Tag Archives: relevant

Halloween 2014 is sponsored by…

21 Oct

20140430-231008.jpgIn a dark room in a chilling office, set among a black backdrop of skyscrapers gracing the city’s skyline, shone a single glimmer of light. John stayed silent as he moved the cursor around his overworked computer screen.

The window had been left open to curb the stench of late-night pizza. The draft surrounded John and he systematically shivered. Pressing print, he moved slowly to collect his paperwork – marking the end of a 12-hour working day. As John turned his chair a glass smashed on the floor.

‘That’s strange,’ thought John. ‘I’ve not used a glass today.’

A rush of adrenaline shot through his veins, followed by a sense of calm. He even had time to momentarily wonder if they were his last thoughts. It felt like a lifetime, but in reality the person, or thing, who’d smashed the glass had acted quickly. As he hit the thick wooden floors, he turned ever so slightly to see who had attacked him. But, the remained silent.

With no time to feel scared he didn’t even try. Instead he opted to give his body in to the pain and then… nothing.

Got your attention? Don’t worry, John’s Halloween pitch made it to the client. But I don’t think I’ve ever seen as many brands making the most of this American holiday as I have this this year. And poor PRs like John are risking their lives by working overtime to deliver standout campaigns.

Maybe it’s because it falls on a weekend, and entertainment and lifestyle companies want to use this as an opportunity to boost sales and strengthen its position for Christmas.

Whatever the reason, it’s working. I’ve seen some cracking campaigns and here’s my top five:

Waterstones’ blogger mystery
No, it’s not locking in more tourists and keeping them there overnight to turn them into social media sensations. Waterstones is launching an online murder mystery with five bloggers who will communicate clues for fans, via their blogs and Twitter (where was my invite guys?), to work out ‘whodunit’. Those who crack the case will find themselves £50 richer (vouchers, darling).

Nice use of social and great blogger engagement, coupled with subtle branding, means that Waterstones is getting down from the shelf and making itself the go-to destination for books. Tick!

Walking Dead staggers to PR success
To celebrate the launch of the fifth series of the Walking Dead, Now TV made former MIC star Millie Mackintosh into a zombie to support its online campaign. In addition to this, it created a buzz on social media by sending personalised popcorn holders with ‘bloodstained’ snacks inside which was sent to celebrities and journalists.

To give customers a chance to join in the fun, it’s also using Twitter to give wary special edition Walking Dead Now TV equipment, zombie makeup and the exclusive popcorn holder. The competition hashtag is hardly memorable – #TWDNOWTV – but in two days it’s generated over 150 re-tweets and is steadily seeing its follower count rise.

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Spooky Speaker app shouts out
To promote its Halloween costume range, superpower supermarket Sainsbury’s has launched a voice app to inspire children to ‘transform’ into their scary characters using its voice distortion functions. The voices – such as Frankenstein, Witches, Vampires and Skeletons – match the costume designs available in store and online.

It’s a good attempt, reminding parents and children that Sainsbury’s is their one-stop shop for Halloween goodies, but can the interactive app outdo Asda’s inflatable wings which are being supported with TV advertising? Time will tell.

Chupa Chups’ chomping campaign
It’s great that brands are starting to scratch beneath the surface to see the value of Instagram – and Chupa Chups is no exception. It’s using this social network to create an online game, encouraging users to free a trapped lolly before it gets a licking. Age is certainly no barrier here. With contemporary references to current culture, the youth brand has made this Halloween-themed relevant to all groups.

Do you dare trust the National Trust?
Not strictly Halloween themed, but the National Trust has extended its successful ‘50 things to do before you’re 11 3/4‘ campaign by creating a direct mail around number 40: night walks. This glow in the dark pack targets existing members and encourages people to essentially see more than they bargain for by trudging down a natural trail at night.

This stunt might come with a parental advisory warning (i.e. kids – please don’t walk alone), but not only has the National Trust found a novel way to reach out to an engaged audience raising brand awareness, but it’s hit gold with timing this during half term. Expect to see families up and town the country on night walks next weekend.

With just over a week to go we’re bound to see more stunts slip out of the woodwork. But, whether they’re bold enough to make the top five is yet to be seen.

What do you think? Are brands going for ghoul this Halloween?

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PRs: How to host the perfect journalist meeting

24 Jan

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There’s no doubt about it. When you’ve been in the PR game for a while, you get lazy. There’s no one turning point as to when this happens, but it’s not too long after you’ve found the gem of a journalist that will put something online moments after you’ve sent it – and they’re nice enough to send you the link. When you have relationships like this, why try?

The answer’s simple: to produce results that go beyond simple coverage cuttings.

With many clients cutting back on PR and marketing budgets, it’s vital that teams show they’re adding the type of value to clients that shows up on their bottom line. That, my friends, is platinum PR (nothing fluffy about it).

Today, I met with a trade journalist to better understand how I can improve my clients’ share of voice within the magazine and connect with its readers.

Don’t take these meetings for granted.
Here’s some tips on how PRs can host the perfect journalist meeting:

1. Make them feel special
It’s not always effective to take time out of the office to meet with just one journalist, but the editor of this B2B title felt flattered that I’d gone out of my way to find out how I can meet her editorial needs. She was so charmed, she bought the coffee for me!

2. Go to their neck of the woods
It’s obvious, but meet in the place that’s most convenient for them. They tend to be more relaxed knowing they’re close to HQ.

3. Come prepared
However well you think they know your client, bring a press pack full of details about the business, along with information on projects and case studies they’ll be interested in. If it’s not relevant to them now, it will be later.

The editor was also touched that the information was personalised for her. Again, a small gesture that goes a long way in showing that you’re genuinely interested in developing a longstanding relationship with the title.

Also have a latest copy of the magazine with you. Think of it as a shield. You wouldn’t go into battle without one, would you?

4. Share the floor
The best PR/journalist meeting is where both parties have something to gain. Talk a bit, listen a lot and talk again to ensure you’re sharing the conversation.

5. Don’t think you know it all
Bounce ideas off each other and discuss the sorts of things the editor and the client would be interested in pursuing. I’d never have thought from my meeting, she’d be offering my client space on a table at an influential industry event. Or, willing to do an industry profile on the business I’m representing (a spot that’s normally reserved for advertisers.)

A little bit of thought goes a long way – and pays plenty in PR value.

What are your tips for when dealing with journalists?

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