Tag Archives: traditional

Alternative advent calendars give consumers food for thought

1 Dec

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I’d like to introduce you to someone – December. That’s right, get the advent calendar out and enjoy your first square of fancy cheap chocolate.

This year, more brands are attempting to give consumers food for thought by not only engaging with them in a creative way on the 1st December, but also every day in the run up to Christmas. Genius.

Here are some of the best:

The Big Issue
Street magazine The Big Issue has launched an online advent calendar, whereby users can log onto the website to read an inspirational case study of a vendor each day. Not only does this help people to emotionally connect with the brand, but also the individuals behind The Big Issue – making this a powerful relationship-building exercise between new and existing customers.

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The Economist
To ensure you’re not winding down at work too soon, The Economist has collated a range of maps, charts and data from the site over the last year. To an outsider, this looks like a novel idea. To a digital marketer, it’s simply a quick win to boost web traffic before the end of the year.

But, don’t worry. Its designers have created a brand new interactive infographic for Christmas Day. It’ll be interesting to see how many tune in for that!

BBC Sport
In a similar fashion, the BBC is giving sports fans a 30-second video each day showcasing a ‘shot of the day‘. It kicks off with a Wimbledon recap of Australia’s Nick Kyrgios teaching Rafael Nadal a lesson in the fourth-round matchearlier this year.

A very nice way to leverage fun existing content, while giving people a reason to keep coming back.

Battersea Cats & Dogs Home
The famous animal rescue centre has partnered with The Metro this Christmas to help their pets find a new home. Revealing a ‘pet for life‘ behind every window, prospective owners can search to see if their future companion is waiting for them.

Time will tell how effective the PR and marketing stunt is. Gizmo, the six-year old Staffy, is still there and it’s almost 10.30pm! But, it’s a good way to raise awareness and personalise the process for people searching for a new pooch over the festive season.

What calendar stands out for you? Do contemporary case studies, charts, clips and cats rock your boat, or are you looking for something more traditional?

Brucie bonus: Masters of Malt
Not strictly on par with the other brands, but I cannot deny how much PR this drinks company has inadvertently enjoyed over the last week since TV legend Phillip Schofield expressed his Iove for the Drinks of the Dram whiskey advent calendar.

Schofe received a backlash from the Meaningful Chocolate Company, a Fairtrade company which has launched a calendar that sticks with the original Christmas story. It’s a good spot of PR for the business, but the share of voice in a Daily Mail mention for the brand at hand is through the roof.

That’s because criticism always leads to headlines, and that’s why I advise smart and subtle approaches to getting your brand’s message heard. Social media silence is best.

The real advent calendar

Centrefold magazine uses Nokia for 10th anniversary issue

15 Mar

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Following the Oscars we know that the Samsung Galaxy Note 3 can take a good photo, but just weeks after that filmie was taken the Nokia Lumia 1020 is already proving its worth.

Let me explain. To celebrate the 10th anniversary of fashion magazine Centrefold, all photos within the special edition have been shot using a Nokia.

This partnership has taken the phone brand to the next level, demonstrating that a Nokia boasts top camera qualities including: precision, depth and class. And the PR the stunt is generating is brilliant too.

Protein, an inspirational media agency, is behind the stunt and it plans to exhibit the unique fashion shots in London next week – which will open up the Nokia brand to an even bigger audience.

But, to sustain campaign momentum, and position itself as the leading camera phone, Nokia could do one of three things:

You can’t go wrong with a comp
Run a social media competition offering the chance for a customer to have professional photos taken on their phone, and run them in an advertorial placed in a fashion magazine, with behind the scenes content. Social media tactics, combined with traditional print media, will ensure the brand generates plenty of ‘OTV’ (opportunities to view).

Don’t worry, be appy
Nokia has created some strong content through its partnership with Centrefold so it should make the most of it by making a photography app for customers to download. Packed with top tips and advice on capturing the best ‘still life’, ‘people’ and ‘landscape’ shots, it can also include basic editing software – beyond Instagram – to help fans enhance their images.

Get on the curriculum
There must be hundreds of photography courses running across the UK, so if you can’t beat them – join them! Encourage and equip lecturers to use Nokias in class to inspire students to think outside the box when it comes to imagery.

So, there you have it. A good idea which could be made great if it is extended.

What do you think? Would you have guessed these were phone shots?

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Birds Eye gets social media savvy with Mas#Tags

17 Feb

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You’ve probably heard of the ‘tweet what you eat’ concept, but now you can eat what you tweet thanks to Birds Eye.

That’s right, the food brand has moved away from its traditional potato waffles, hash browns and fish fingers in favour of Mas#Tags.

Inspired by social media, the potato shapes include emoticons and symbols such as: 😊, @ and #.

The news is causing quite a (Twitter) storm with articles posted on: The Independent, Huffington Post, Digital Spy and The Grocer, but I’m surprised that the brand hasn’t taken to the most obvious outlet to boast about its latest creation.

The company has confirmed Mas#Tags via direct tweets to excited customers, but hasn’t shown off profile pictures or worked to get it trending on Twitter… yet.

Birds Eye has proved that it has its finger on the pulse when it comes to connecting with a social media generation, but why is it only concerned about what’s on the plate?

Not only would it have been a great opportunity to launch a digital word game to celebrate the launch, (a carbohydrate-based Flappy Bird anyone?) but at the very least link in with top supermarkets – Asda, Sainsbury’s and Tesco – which will stock the product from March.

It could be a strategic move to ensure that the talkability factor around the product remains high, but I believe in striking while the iron is hot.

What do you think? Will you be cooking up some Mas#Tags?

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