Tag Archives: social media

Pepsi pull out of the Superbowl ad race – update and interview from Fox News

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Posted by Amy on February 8, 2010 – 3:57 pm
Filed under Consumer Social Media, Public Relations

I recently wrote about Pepsi’s decision to pull out of advertising at this year’s Superbowl. Last night on Fox News in America, Ed Butowsky from Chapwood Capital Investment, was being interviewed about this shift in strategy. He thinks Pepsi are simply appealing to the general feeling in America with their community idea and exciting it well. The video is below.

Ed Butowsky interview on Fox News

 

Interesting to see this hit Fox News… I think the announcement that Pepsi would not be advertising at the Superbowl was actually a very clever PR stunt to launch the community social media strategy and gain lots of attention both on and offline.

Fashion and social media – G-Star Raw Reporters

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Posted by Amy on January 28, 2010 – 3:52 pm
Filed under Consumer Social Media

Gstar

I stumbled across this site for G-Star, a Dutch clothing company, today and loved their new campaign.

The G-Star Raw Reporters campaign is using social media to recruit fashion reporters to attend their catwalk show during New York Fashion Week. People can demonstrate their creativity and passion for fashion via four different channels, Twitter, Facebook, You Tube and Flickr.

Utilising all four tools not only broadens the scope, but also allows consumers to communicate in a way they feel comfortable and confident.

The Raw Reporters will get front row tickets to the show, go back stage at the event and attend the after-show party. There will be winners from each category, so the Facebook winner will be updating via the social networking site, the Flickr winner will be taking loads of photos, the Twitter winner will be Tweeting live updates and the You Tube winner will be making short video clips for their channel.

Not only does this campaign create buzz in the run up to the event, but also during the show as people will be following (in one way or another) live. Plus, once the show is over G-Star has loads of user-generated content for their site. This is shareable and also much more accessible to consumers.

They’re much more likely to read something, and then buy something, from someone like them rather than a corporate website.

I think this is a great campaign and a great use of social media. I’ll be entering now to try and bag my place in New York!

PEPSI ‘CAN’ ADVERTISING AT THE SUPERBOWL IN FAVOUR OF SOCIAL MEDIA COMMUNITY CAMPAIGN

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Posted by Amy on January 8, 2010 – 10:29 am
Filed under Consumer Social Media, Word of Mouth

Reuters recently reported that PepsiCo had unexpectedly decided not to advertise at the Super Bowl in February for the first time in 23 years.

Pepsi has changed the focus of their communications strategy and will be focusing around a more social and cause related strategy. Pepsi has just launched their “Pepsi Refresh” campaign, featuring a new, interactive microsite where people can submit suggestions about refreshing their local communities to make the world a better place.

There will be a vote taken on 1st February, and the top rated ideas will be funded by Pepsi. The company report has over $20 million in the pot for such activity.

It works on the same basis as My Starbucks Idea, but is much more community focused. Asking for suggestions to improve communities rather than the Pepsi product seems much more genuine and I think it will be very successful.

The blog section is very informative and features environmental, health and charity news from across the world. This is an interesting way to run the blog, as opposed to posting about Pepsi and the drinks industry; it will broaden the appeal and make the whole campaign seem much more genuine.

The microsite is being backed up with other social tools such as a Facebook group with almost 300,000 fans and a Twitter account with 20,000 followers. Not only are these tools available, but consumers are being actively encouraged to use them

When someone registers a project they are prompted to enable voting on their personal blogs, Facebook or Myspace page, or Twitter accounts. The site also generates a specific URL which people can forward onto friends and family to increase their votes.

This is a fantastic example of using social media to spread online word of mouth and I’m sure it will generate lots of offline buzz too. In my opinion, this is so much more innovative, creative and effective than a 30 second ad that most people will fast forward though via the power of recordable TV.

Super Bowl ad prices have been running close to $3 million for a 30 second slot, so it’s no wonder brands are looking for an alternative. Doritos and Anheuser-Busch InBev are still advertising at the sporting event, but it will be interesting to see how this pans out in 2011.

Burberry to launch online community

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Posted by Amy on September 17, 2009 – 10:14 am
Filed under Consumer Social Media

Classic fashion brand, Burberry, has announced it will soon be launching an online community for consumers. artofthetrench.com will be live from October and will ask consumers to send in photographs of themselves wearing the iconic Burberry mac.

This seems like a great idea and Burberry is obviously becoming savvy to the power of e-commerce and social media. I’m looking forward to seeing how they utilise this online community once it has launched. Community is all about adding something extra, adding value and being genuinely engaging. Burberry is leading the way with this community, but I wonder how it will work in practice? They already have the critical mass of over 600,000 fans on their Facebook page – but how will this translate into a community?

As a brand, Burberry have gone from classic to chav then reinvented themselves as cutting edge British fashion. I think if anyone can pull it off, then they can.

Burberry Advert

CIPR Awards 2009

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Posted by Amy on September 3, 2009 – 12:47 pm
Filed under General, Public Relations

Well it’s award time again and here at Wolfstar we’ve just heard we’ve been nominated in three categories in the CIPR PRide Awards; Outstanding Consultancy, Best use of social media and Outstanding Young Communicator of the Year – that’s me! I’m so flattered to have been shortlisted, I’m not sure who else is up but sure they’ll be tough competition. It’s exciting to be nominated and I can’t wait for the awards!

We went to the awards last year and had a really good time, good excuse for the team to get together, have a few drinks and let our hair down (although we don’t really need that good an excuse.. see the evidence of Jed Hallam last year. Still my favourite photo of 2008.)

So, good luck to all the other shortlisted agencies and people – look forward to seeing you all there.

Ricky Gervais, blogging legend!

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Posted by Amy on August 14, 2009 – 11:07 am
Filed under Consumer Social Media, General

I’m a huge fan of Ricky Gervais, I was slightly addicted to the Office, loved Extras and am actually obsessed with the podcasts – Karl Pilkington is my hero!

I’ve been reading his blog for a while and thought I’d flag it up as a great example of using social media well, and of how to tailor your approach to your audience.

Ricky’s humour transcends through his posts and you can tell they’re genuinely from him. He’s currently filming his new movie in America, so uses the blog to diary his progress. There are loads of photographs from on set and sneaky previews of what’s to come. In addition, the blog links to all recent coverage about Ricky and Steve, and any of their ventures into TV or film.

It’s a great blog and genuinely makes me laugh out loud sometimes – especially the screensaver he’s produced, nice!

Just gutted I missed tickets for Science, so if anyone has two spare get in touch!

Ricky Gervais screensaver

Bruno’s LA PR girls are giving the rest of us a bad name

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Posted by Amy on July 14, 2009 – 9:00 am
Filed under Consumer Social Media

On Friday night my boyfriend and I went to see Bruno. We’re both massive Sacha Baron Cohen fans and were really excited about seeing the film.

There was really no escaping Bruno, over the past few weeks I’ve seen him absolutely everywhere. I love how SBC only does interviews in character, and there were some ingenious tactics used to promote the film, such as Bruno taking a front page of Marie Claire magazine as a guest stylist. Using his alter-ego meant he had access into a completely different section of the media and was able to dominate the press running up to the film’s launch.

The social media tactics used were also really innovative and impactful. Bruno created a personal URL at www.meinspace.com where you could see the trailer, biog and links to other social networks. His Twitter account and facebook pages were both active and in character with over 48,000 followers. In addition to the online campaign and the assault on the traditional media, Bruno also created a number of stunts such as falling onto Eminem’s lap at the MTV Awards (attracting over 600,000 views on You Tube so far), creating a truly integrated and exciting campaign.

The film was amazing. Albeit at some parts I was watching from behind my boyfriend’s shoulder because I was cringing so much! SBC is a real comedy genius and has to be one of the bravest men out there!

However, one scene compelled me to write this blog post. Half way through the film, Bruno goes to an LA PR firm to get advice about how charitable work can help raise your profile in Hollywood. He’s met by two sisters, Nicole and Suzie, who are quite possibly the most stupid cretins I’ve ever seen. That’s not an exaggeration, they can barely speak – if you’ve seen it you’ll know what I mean, they struggle to form sentences.

Bruno asks about Darfur. The sisters reply by saying “that’s a hot charity right now”. This is despite not knowing where Darfur is. When Bruno suggests Darfur is old hat, and that Dar-five might be better, they simply nod and agree.

During this scene my boyfriend was looking at me and smiling, making a sarcastic dig about my job in PR. Girls like Suzie and Nicole give PR girls a bad name. It’s obvious there is still a stereotype surrounding women in PR – perhaps even stemming back to the Ab Fab days. I did a degree in PR and have lots of friends working in the industry. All of them are intelligent, focused, articulate and funny. It’s a shame we’re sometimes still portrayed as fluffy party organisers.

I began to wonder if any women working in PR still feel this stereotype exists, or whether things have moved on since the days of Patsy and Edina?

Suzie and Nicole need not respond.

Bruno with baby OJ

When facebook goes too far…

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Posted by Amy Johnston on April 8, 2009 – 8:58 am
Filed under General

Well, I opened my facebook this morning to see an invite to a new event. I thought it might be a girlie night out or someone’s birthday. No. It was an invitation to a wedding. Someone who I’ve not spoken to or seen since I finished high school almost nine years ago has invited me to their wedding via facebook.

Now I love facebook and the way you can stay in touch with your friends, nosey at photos and easily invite your friends to parties with the click of a button, but surely this is too far.

Firstly, I suppose it brings up the old social media debate of ‘who is a real friend’ online? I have nothing against this guy, but we weren’t even close mates at school – let alone nine years on.

Secondly, since when did facebook become an acceptable way to mass invite people to attend the most special day of your life? Will he even recognise half the people at his wedding?

The event page wall is full of comments like ‘would love to mate but on a course’ and ‘nice 2 ere from u mate, soz can’t make it.’ Is this really a fitting rsvp for someone’s wedding?! Am I being old fashioned or is this the future?

Maybe it’s my fault for accepting the friend request in the first place. This has definitely made me think it’s time for a facebook friend cull. And when it’s my turn to get married, I’ll be sticking to hard copy invites in the post.

How to create a successful social media campaign

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Posted by Amy Johnston on April 7, 2009 – 12:40 pm
Filed under Consumer Social Media, Public Relations, Word of Mouth

Conversations about brands are already happening, whether they like it or not. Brands can’t control their marketing and PR message the way they used to.

Consumers are in control and have an incredible power over a brand. Some companies are still scared about this, but it can be used to their advantage. By engaging with these consumers, brands can become involved in the conversation and built customer loyalty in a completely new way.

As social media gathers more momentum, marketers are integrating social media tools and using tools like blogs, social communities, forums, video content on You Tube and photo galleries on Flikr to add impact to their offering.

This means people can not only find out information about products, brands and services, but become part of the process. When it comes to building a community or outreaching to bloggers - an individual approach is key. You cannot generalise or use a blanket approach.

You must know your audience and this takes time. The space must be fully evaluated and the tools your audience uses, the things they talk about and the format they us must be noted. Only then can your offering be relevant and impactful.
For example, simply setting up a facebook group for a new brand or product is not enough. Social media (the clue’s in the title) is social. People love to talk about things they’re passionate about. If consumers are passionate about something, they’ll already be talking about it.

For example, Soap and Glory (who I’ve talked about before on this blog) have a facbook fan page with over 1,700 fans. This has been set up by consumers because they have passion for the brand.

Are Soap and Glory aware of this? It’s hard to say from the look of the page, there is a link to their website but that’s about the only clue. What is for sure is that they’re not using this tool to their advantage. There is hardly any content. No photos, no videos, no interaction or conversation with fans.

This strikes me as a wasted opportunity. Why not use the fan base as a research tool? Find out what they like about the brand, what new products they’d like to see. Or how about offering discounts and special offers?
The key to successful community building is responsiveness and personal engagement. Consumers want to see that Soap and Glory is a human organisation. If they engaged with their fans, they would increase their word of mouth online, have a direct line to their key audience and build a truly beneficial relationship with them.

Watchmen… great music, great film and great social media

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Posted by Amy Johnston on March 11, 2009 – 3:28 pm
Filed under Consumer Social Media

I went to see Watchmen last night and really loved it. I didn’t know what to expect, not being a DC Comics fan I hadn’t heard the story, and I didn’t initially think it would be my kind of film, but I was pleasantly surprised. It was a kind of cross between Sin City, Kill Bill and The Dark Knight.

The thing that impressed me most had to be the soundtrack. I absolutely loved it. The film uses a very Tarintino-style use of strange song choices to heighten the scenes and make the audience feel a bit confused or uncomfortable.

For example, the opening scene is a brutal and really violent fight sequence ending in someone being thrown out of a window. This is set to the beautiful ‘Unforgettable’ by Nat King Cole. To go from that to a montage of American history set to Bob Dylan’s ‘The Times They Are A-Changin’ has to be duly noted.

The characters were well developed and I genuinely cared for them (or was petrified of them in the case of Rorshack!)

There’s been a lot of hype about this film, mainly from DC Comic enthusiasts. The film’s online presence has been massive and really uniquely executed. I think their social media strategy has been fantastic. The main website links to a blog called ‘I watch the Watchmen’ which is totally interactive and a dream come true for fanatics (both social media and Watchmen).

There are a number of tools available including iPhone apps, a selection of character images so you can change your profile picture on your social networking sites, skins for blogs and websites, widgets, film clips that you can add yourself into and social bookmarking.

It’s great to see film companies and big-budget films using social media to engage with their audience and spread word of mouth online. I think these tactics will start to be used more and more often, which is great news because die-hard fans can totally immerse themselves in the film and feel part of the experience.