Tag Archives: top

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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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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