Creativity in Public Relations » content http://blogs.hillandknowlton.com/ryanpeal Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Old Spice Hands Out The Cash http://blogs.hillandknowlton.com/ryanpeal/2009/06/18/old-spice-hands-out-the-cash/ http://blogs.hillandknowlton.com/ryanpeal/2009/06/18/old-spice-hands-out-the-cash/#comments Thu, 18 Jun 2009 01:15:51 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=623 Everyone loves cash – plain and simple.  While some promotions have prizes and trips and the like, Old Spice is launching a new campaign that is all about winning cash.  The campaign – Swaggerize Your Wallet – provides actually lots of ways to win cash, depending upon how much work you want to put into it – which I think is fair enough.  The campaign is connected to Old Spice’s deodorant line, Swagger, with body spray, deodorant, body wash and more focused on 18 to 24 year old guys (who obviously love cash like the rest of us).  This effort follows the hilarious “SwaggerizeMe” campaign that made it easy for people to create fake articles to show up all over the Internet to make them look “as awesome as possible.”

The challenges are all a bit out there and right on target for the challenge 18 to 24 year old target who needs the right motivation to do anything – something too hard or too cheesy can backfire.  You can win $500 by making a cake in the shape of the Swagger logo, eating it with friends in a Swagger way, videotaping the whole thing and hoping the judges pick yours as the winner.  You can win $1,500 by throwing a Swagger product by at least 65MPH and capturing the whole thing with a radar gun.  Or you can win $2,500 with the old classic “hold up an Old Spice Swagger sign at a big sporting event and be caught on TV.”

The campaign site will have new challenges posted every week, with 2 weeks normally given for people to send in entries to compete.  You can just imagine the great photos and videos – solid Old Spice Swagger content – that will start showing up on YouTube and Flickr and of course all over people’s Facebook profiles too, showing up their cake or fastball.

This is one of my new favorite campaigns for a bunch of reasons.  The challenges have the right balance of effort and return – making a cake to win $500, a cake you can eat so it’s like someone paying you to eat which you have to do anyway.  And the challenges all sort of feel like some 21 year old just randomly thought them up, none have to be explained twice.  And of course the product is in the center of every challenge, so as far as product/brand integration, it’s hard to miss that.

Only thing that could improve would be some added social media connections.  I was unable to find a Twitter feed for the campaign – which you’d think would be an easy way to remind people of the new challenges happening each week.  And nothing on Facebook or YouTube either, but maybe once the campaign kicks off and has some content these areas will pop up too.  And didn’t see a lot of blogger conversations yet about the campaign, was thinking there would be a bloggers-only competition to get the blogosphere talking about the campaign too.

The campaign kicks off this week so we’ll see how it goes.  The good news is that because the campaign is over multiple weeks with more challenges coming up, there is an easy opportunity for the Old Spice people to get some feedback and keep coming up with new challenges, looking for those that really hit the mark and get people talking, playing and videotaping.  Watch this space.

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New e-Book Developed by Online Community http://blogs.hillandknowlton.com/ryanpeal/2009/03/20/new-e-book-developed-by-online-community/ http://blogs.hillandknowlton.com/ryanpeal/2009/03/20/new-e-book-developed-by-online-community/#comments Thu, 19 Mar 2009 22:20:29 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=525 Today the results of a great consumer-participation competition go live today thanks to best-selling author James Patterson.  Last month the author announced the search for 28 authors from around the world to help James (we are definitely on a first name basis) co-author a new book called AirBorne through a new “chain thriller.”  James writes the first and last chapter (each chapter will be less than 750 words) and 17 lucky author winners will write the chapters in between.  Participants simply wrote less than 250 words to show off their skills, each starting with the opening sentence “The sky had turned grey as the four men walked nervously past the police car…” and letting their imagination and literacy prowess run wild.

Now the fun stuff – starting today fans can tune in each day for the next 30 days to read along together as the excitement and mystery unfolds.  The campaign was led by Borders Australia which has put together a solid campaign site, providing updates on the competition, writing tips from James, books James recommends and of course links to lots of social networks connected in on the fun, including Twitter and Facebook.

The competition works on so many levels.  First up obviously is the unique prize – being a “co-author” with James Patterson is a huge, money-can’t-buy opportunity.  And if just being a co-author isn’t enough the 28 finalists will receive some of the only printed copies of the book and one winner gets a 1:1 master class with James via phone – a huge buzz builder.  Today’s world is all about creating stuff that can be shared with friends – photos, blogs, tweets, videos, short stories, etc. – so this campaign also connects to this growing trend so naturally. The campaign also works on the buzz level – an easy idea to tell a friend to raise awareness of the campaign through friends and strong word-of-mouth.  And of course site traffic should be huge for the campaign, as the only place to read the story over the next 30 days.

Some great key learnings to keep in mind for your next campaign.  How can you make it easy for people to get involved through the creation of some fun content that they’ll want to make the time to produce?  What unique and “WOW” prize can you develop to persuade people to participate? And are you working all of the social media networks to really add excitement to the campaign and make it seem as large and accessible as possible?  Great things to consider to help your next campaign be a big success.

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Hot Girls Rock Out Nearly Naked Selling Bras http://blogs.hillandknowlton.com/ryanpeal/2009/03/18/hot-girls-rock-out-nearly-topless-selling-bras/ http://blogs.hillandknowlton.com/ryanpeal/2009/03/18/hot-girls-rock-out-nearly-topless-selling-bras/#comments Tue, 17 Mar 2009 21:22:44 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=530 Yes – it’s true.  Brassiere manufacturer Vanity Fair (not to be confused with the magazine with the same name that does have photos of bras) recently announced they’ve created an all-girl band who will perform wearing their bras (along with of course cute skirts and heels).  The group – The Vassarettes – named after one of Vanity Fair’s brand of bras (Vassarette), made their debut at a few parties in the US, are now getting lots of on and offline coverage and buzz and will make their TV debut next month on Style Network’s Running in Heels show.

So, this marketing gimmick scores in a few areas – natural controversy given the girls performing in bras, obvious belief in the power of the notion that “sex sells,” lots of word-of-mouth as anyone who hears about it can’t help but talk about it and not to be overlooked, the use of music, a natural way to engage and entertain with multiple generations.  Is it that much different to Victoria’s Secret who puts on extravagant TV shows with hot girls dancing down the runway?  And we loved Samsung selling TVs with hot girls juggling soccer balls too.

Yet, the big question, will an all-girl band wearing bras actually sell bras?   It’s a given that the campaign should increase the overall awareness of the Vassarette brand; whether that is with guys or girls I’m not quite sure.  And whether hot girls wearing bras on stage and singing is motivation enough for girls to grab a Vassarette bra is something that we’ll need to wait and see.  Will guys want their girlfriends to look as “hot as The Vassarettes” and encourage them to buy the brand?  Do guys actually influence bra purchase decisions?  Will consumers simply see this as a corporate marketing ploy?

Perhaps before answering those questions we need to consider what was the goal of the campaign – to raise awareness, cause some disruption in the marketplace, sell bras?

Since we don’t know that lets just talk more about the girls wearing bras and performing in a band.  The reality is that their first song isn’t awful, no one is making them perform in their bras against their will, and the YouTube video seems to show they are entertaining.  The website isn’t as easy as it could be to load but has what you’d expect – lots of photos of the band wearing bras – and lots of bras everywhere as if someone threw up bras.  The campaign has ticked off the boxes of social networking, with videos on YouTube (including an unplugged version, really showing off their musical talent) and photos on Flickr.

Wonder what happens when some crazy drunk at a concert yells “take your top off”?!  Now, the fun part, click play on the video below (no one is watching!).

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