Creativity in Public Relations » Youth Marketing 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 Mickey Mouse Serves It Up In Breakdancing Battle http://blogs.hillandknowlton.com/ryanpeal/2009/03/06/mickey-mouse-serves-it-up-in-breakdancing-battle/ http://blogs.hillandknowlton.com/ryanpeal/2009/03/06/mickey-mouse-serves-it-up-in-breakdancing-battle/#comments Fri, 06 Mar 2009 06:52:28 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=517 This will not change the world, but sometimes the right kind of video can provide a momentary/mini lift for a brand in regard to connecting with consumers, reminding them they are still there, reaching a new audience or just adding a simple bit of fun to a brand.  Case in point: Mickey Mouse.

Last weekat Disneyland Paris our favourite mouse looked like he was going to get served as a cute looking French kid challenges him to a breakdance battle royale.  But, Mickey had the last laugh as he got down . . . got down on his hands and knees and head and spun right around baby right around, like a record player right around.  It’s definitely fun to watch Mickey breakdance, and definitely creates a new “surprise” moment when watching.

Obviously this was staged (I’m guessing, but guessing I’m 100% right) but to me it doesn’t matter – its fun, entertaining and works.  It shows Mickey is forever young and connected to what kids are in to today and shows he can still have a lot of fun in the process.

The reason why I wanted to highlight this video is that its a great example of a brand taking a moment to not take itself so seriously, or follow official guidelines, etc.  This is a mini moment of fun in a medium that begs for it.  Any brand could add a bit of disruption/surprise into their marketing mix as a way to keep the conversation fresh about the brand, keep people watching and wondering what may come next.  Unleash your creative wild child for one fun video project every six months – mix it up, you and your fans will be glad you do, and in the process you may learn something about how you fit in their world.  Now, watch Mickey get down, moonwalk and did a killer last dance move worth waiting for at the end.

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Prom Outfits Made Out Of Duck Tape, Stick It! http://blogs.hillandknowlton.com/ryanpeal/2009/03/04/prom-outfits-made-out-of-duck-tape-stick-it/ http://blogs.hillandknowlton.com/ryanpeal/2009/03/04/prom-outfits-made-out-of-duck-tape-stick-it/#comments Wed, 04 Mar 2009 08:52:47 +0000 Ryan Peal http://blogs2.hillandknowlton.com/ryanpeal/?p=477 Sometimes all you have to do is go along with the ride, accept how people are playing with your brand/product and nurture it, motivate it and reward the fun.  Case in point: Duck tape!

Known for taping together anything and everything, the makers of Duck tape came upon a photo in a local newspaper about a couple who went to prom wearing a dress and suit made of Duct tape.  After a little bit of searching around the company realized that this wasn’t a one-time thing, that actually a whole underground duck tape outfit industry was thriving.  So instead of getting mad or ignoring the new way people were using their product, Duck jumped in feet first, and decided to launch an annual competition — Stuck at Prom — encouraging more people to have a special prom night wearing duck tape.

Nearly 2,000 couples have entered the contest since it started eight years ago. It’s pretty straight forward – the competition starts this week and runs through the middle of June.  Couples who wear duck tape outfits to prom send in their photos, top 10 finalists are selected by Duck and then the public votes from the 10 finalists to name the winners.  The grand prize winning couple receives a $3,000 scholarship and the school that hosted them at prom also gets $3,000.  Additional runner-up winning couples/schools receive $2,000 and $1,000 respectively – not too shabby all for wearing some tape.

The campaign does a great job of just having fun and encouraging the kids to keep doing what they were doing.  It’s a great word-of-mouth campaign in that previous people who entered or participated are walking billboards.  The company makes it easy for finalists to send emails to friends and create t-shirts or flyers to get people to vote for them (easy tools on the website).  And on the home page of the website the first thing that pops us is “click here if you want to be on the news” – as the company helps kids who are entering connect with local media.  The company started a Facebook page for this year’s contest, so one area to watch to see how it drives more interest/participation this year.

So next time you are working on your next campaign ensure you are having the right conversation, know where you fit into it and find a way to get your fans to become loud and crazy ambassadors for your brand.

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$1M versus $20K – Creative Industry Barely Gets Love From Doritos http://blogs.hillandknowlton.com/ryanpeal/2009/02/25/1m-versus-20k-%e2%80%93-creative-industry-barely-gets-love-from-doritos/ http://blogs.hillandknowlton.com/ryanpeal/2009/02/25/1m-versus-20k-%e2%80%93-creative-industry-barely-gets-love-from-doritos/#comments Tue, 24 Feb 2009 22:30:45 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=488 Having consumers create advertisements for brands isn’t anything new.  It’s been happening for a while now, reminding us all that really anyone can do advertising.  The most recent competition that made headlines was in the US with Doritos and the Super Bowl, where two guys made a commercial for the snack chip that actually scored better than the ones made by “professionals” (according to consumer research after the game).  This netted the amateur guys a big $1,000,000 for making the commercial and for beating the big boys.

This week Doritos in Australia has brought the same campaign down under – but the winning prize is missing lots of O’s on it, only offering $20,000 to the winner.  The campaign has the predictable upload your own, get your friends/family to vote for it, weekly prizes, YouTube channel etc.  To me it seems like a cookie-cutter approach to this kind of promotion and for a brand like Doritos thought there would be some more crazier twist to the whole thing.

Where are the weekly video theme challenges – i.e., Doritos at the Beach, Doritos are for Lovers, Doritos and dancing, etc?  How about a “film your Doritos ad at the beach” day to get some more consumers in on the action and get Sony to provide cameras to loan out for the day?  And a celebrity category connected t o some charity donation for every celebrity created one?

And most importantly, $20,000?  I know times are tough and that obviously Australia has 20M people versus 300M in the US, but can’t believe there is this much of a financial difference.  We all know how expensive ads can cost to produce so the prize money could be pumped up to say $50,000 (just sounds better and would get more people to make the effort) and Doritos still should have a cost savings.

Or maybe this needs a “big money” challenge – the kind that drove the excitement and participation for Doritos in the US (the chance to win $1M).   How about something like placing the winning ad in a new Facebook group and if the Facebook group attracts 500,000 fans (that’s big for Australia) then the creator of the video wins $250,000.  Now we are talking some big bucks to pump up the buzz!

In any case, these competitions do encourage people to think and dream creatively (so that’s a plus) and get people to bond with a brand (another plus), and some cash is better than none.  And for Doritos it provides some invaluable insight into the audience they are reaching out to, so another bonus.  So get out there, grab some Doritos and have some fun with this campaign – or do all the above and hold off and enter your ad in the US contest next year for some major big bucks.

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Cycling Safety Video Scores on Creativity http://blogs.hillandknowlton.com/ryanpeal/2009/02/16/cycling-safety-video-scores-on-creativity/ http://blogs.hillandknowlton.com/ryanpeal/2009/02/16/cycling-safety-video-scores-on-creativity/#comments Mon, 16 Feb 2009 11:23:00 +0000 Ryan Peal http://blogs2.hillandknowlton.com/ryanpeal/?p=466 One of my favorite new sources of inspiration is from the safe cycling campaign from the city of London.  I wrote a few months back about their first campaign video that “went viral” and is a must watch for anyone who loves creative thinking in action.  Now the campaign is back, with another amazing video that points out the importance of keeping an eye on the world around you – espeically when driving.  I’m not going to say anything else about the video as I don’t want to ruin the fun.  So take 45 seconds to see how you do.

The video as always works from obvious reasons – it gets you to think, its makes you want to send it to a friend and it naturally educates you on the true reality of bike safety.  It’s another great example that campaigns don’t need big budgets just big visions and big creative thinking.

Once the video is over click on the more info link to check out the specific details about the campaign.

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Red Bull Snow Ramp Hits Big Apple http://blogs.hillandknowlton.com/ryanpeal/2009/02/04/red-bull-snow-ramp-hits-big-apple/ http://blogs.hillandknowlton.com/ryanpeal/2009/02/04/red-bull-snow-ramp-hits-big-apple/#comments Wed, 04 Feb 2009 08:00:47 +0000 Ryan Peal http://blogs2.hillandknowlton.com/ryanpeal/?p=431 Anyone who reads my blog knows I’m a fan of Red Bull. The company knows its audience and what will entertain them. So from the company that brought you the craziness of flugtag, the madness of air racing and the mind-scratching world of football/soccer street style comes the next big adventure – urban snowboarding. This coming Thursday Red Bull is building an amazing snow ramp and has invited 16 of the top snowboarders competing today to battle it out for a $100,000 prize in the Red Bull Snowscrapers event – now that could buy a lot of Red Bull.

Red Bull kicked off the pre-event buzz with a party at the Winter X Games a few weeks ago and now it’s only a few days away until the big show. The event is more than just snowboarding; the heavy rock band Anthrax is performing along with a few indie bands like Valiant Thorr and Black Gold.

I’m a big fan of big snowboarding ramps – having had my first experience with Boost Mobile and the Boost Mobile Pro of Snowboarding back in 2004 when we built one off of Lake Shore Drive and had Ludacris and Kanye West performing, one incredible weekend. Then with Motorola we built one (pictured) in Las Vegas to kick off the partnership between Motorola and Burton – that was amazing.

So with these two events in mind I definitely think this week will be a hit for Red Bull. They have Olympic Gold Medalist Shaun White competing against other big names in the snowboarding world – so the authenticity of the event is in check with their involvement. They have NBC on board to broadcast the event a few weeks later on TV. And you can only imagine the visuals that will come out of the event with the NYC skyline in the background.

For me I always use Red Bull as the perfect example of how to really use sponsorship dollars – not by sponsoring someone else’s event but by creating your own that no one else can own. Red Bull does it brilliantly, has a great pulse on pop culture and knows how to create an event with lots of legs that produces content and buzz for the brand – and does it so well that it truly is the benchmark on how brands should be entertaining their fans.

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