Tag Archives: share

Macmillan strikes it lucky with tube tweet

30 Apr

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Relax. The tube strikes are over…for now. But, in the few days they caused chaos in the capital, they had a great publicist: front page of the Evening Standard, infographics and a hashtag! It’s a hat-trick that PRs like me can only dream of.

But, while you were complaining/celebrating/not caring (delete as appropriate) about how industrial action brought London to a standstill, some charities were planning a clever social media campaign.

Macmillan Cancer Support piggybacked off Twitter’s ‘tubestrikes’ hashtag to promote its services, accompanied with a simple graphic using the iconic London Underground key. Meanwhile, Save the Children put the disruptions into perspective by comparing the ‘madness’ in London to Syria.

Macmillan’s tweet may only have been retweeted 140 times, but it had wit, talkability and relevance on its side adding to its pulling power (despite it repeatedly tweeting the image to different media outlets in quick succession – a no no for me as mentioned in this blog.)

In the same fashion, Save the Children’s infographic scores highly on the shareability scale because it summarises an issue in an instant. So, it’s no surprise it’s caught the attention of BBC, The Independent and the Daily Mirror to name a few.

But, these tweets aren’t successful because they’ve been seen thousands of times in the last day. They’re successful because they’ve raised awareness of the charity at zero cost – a ‘quick win’ result that a PR, marketing or social media agency just can’t contend with.

With tube strikes set to land in London again next week, expect other organisations to jump on the bandwagon (remember all those #nomakeupselfie variations?) But one thing’s for sure – it won’t be as innovative the second time round.

What do you think of these mini campaigns?

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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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