Tag Archives: telephone box

Phone boxes are a dead ringer for Lipton Ice Tea

19 Apr

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Have you noticed anything different about your local phone box recently? Of course not. No one gives phone boxes the time of day anymore. So, it’s surprising that Pepsi has used them as part of its latest marketing campaign.

Pepsi’s Lipton brand has taken over 5,000 ‘street kiosks’, close to convenience stores, to promote its Peach Iced Tea drink. And I must say, it looks good. But, I don’t think it’s enough to make me, or any other young person, buy a bottle.

That’s why Lipton’s partnered with KISS FM, to prompt interaction, by encouraging people to answer the phone inside a special ‘booth’ when it rings for a chance to win prizes. But, is this London-centric competition enough to give Lipton a good return on investment?

20140419-102015.jpgWhen growing up my friends and I would ring 118 500 to find out local phone numbers (exciting I know!) In more recent years the only time I’ve used one is after I was mugged and needed to ‘phone home’.

I’m not the only one turning my back on local phones. An average of just one call is made each day from the 58,500 phone boxes left in the UK. So, it’s no surprise BT is rapidly losing money from them.

Which leaves me to ask the question: id no one’s using them, is anyone noticing them and is it worth taking the risk?

The campaign’s saving grace is that Lipton’s supported it with a social media strategy, complementing KISS FM‘s, to widen its reach – with added value digital advertising on the side.

But, it doesn’t change the fact that its phone box stunt could be left on hold.

I don’t know. I could be wrong. Perhaps
more brands will leverage phone boxes’ appeal to create unique advertising opportunities. Time will tell.

What do you think – is it a peachy PR campaign or just immobile?

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HMV calls for help as Twilight ends

12 Mar

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I can’t read about failed music retailer HMV without feeling sorry for the brand and picturing Poppy Rose Cleere – the woman who gave the world live updates as the big bods culled staff in a mass firing.

So, when I saw this well-received PR stunt my instant reaction was: ‘it’s great that they’re still making a go of things’. That’s right – pity praise.

This is the story of what HMV did:

To celebrate (or commiserate – whatever you’re into) the release of the final Twilight film on DVD, HMV has installed a telephone box in its Westfield store that has the film’s national helpline on speed dial to support troubled fans.

Featuring 30-second pre-recorded messages from the main cast, all people need to do is pick up the phone to be transferred to the comforting sound of the actors’ voices, including: Robert Pattinson, Kristen Stewart and Taylor Lautner. The helpline, as a whole, has been so successful it received more than 2,000 calls on the first day.

HMV has done well to capitalise on Twilight’s multi-million dollar industry by adding to the experience of the final chapter, while giving people an extra reason to buy in-store.

I hope we see another fresh PR trick by HMV in the coming weeks – it sends out a strong message during troubled times.

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