Sharpie-wielding Gotham residents have strong opinions about Airbnb--and they have nothing to do with vaginas.
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Sharpie-wielding Gotham residents have strong opinions about Airbnb--and they have nothing to do with vaginas.
Joachim Scholz, PhD's insight:
AirBnB is in trouble, both from legislators and from the public who are "not cool" with their neighbours sharing keys. Will AirBnB's rebranding and PR campaign help them to overcome this backlash?
Joachim Scholz, PhD's insight:
By Andre Savard:
Torontonian and hip hop star Drake, who once started from the bottom was recently announced by Maple Leaf Sports and Entertainment as the new global brand ambassador to the struggling Toronto Raptors NBA franchise. As the Raptors continue to be known for being stuck at the bottom, their new rebranding and PR campaign aims to use star power as part of a celebrity endorsement and franchise rebranding strategy.
Brand ambassadors have been well established in the world of marketing based on the concept that brand ambassadors symbolize cultural meanings in society, thus when a strong association exists between a product and an endorser, a median is created to connect the product with consumers, thus building and enhancing brand power. How this marketing trend differs is that professional sports traditionally focus on actual player-hype and promotion in a branding campaign, rather than the injection of celebrity power. This article illustrates how celebrity endorsement is becoming an integral part of marketing communications and branding for the Raptors, not to mention other NBA teams. However, it can only work for the Raptors if consumers have a credible belief that Drake is genuinely committed and linked to the Raptors brand despite being paid to act so. Drake, who’s known for his strong musical tie to inner-cities, his courtside support to the Raptors, positive social-influence, and his chart-topping lyrics that praise “Toronto as a first-rate global city” evoke the marketing message sought by Raptors management. The Raptors aim to boost franchise popularity and explore new branding opportunities with Drake as their brand ambassador.
Overall, the Raptors rebranding strategy shows promise for a franchise rebound; however, in an era dominated by social media and near instantaneous information exchange, there remains serious risk of marketing backfire if Drake’s public opinion shifts negative, thus creating unwanted brand associations!
Joachim Scholz, PhD's insight:
By Cynthia MacEachern:
This 2009 “hiring” video by Tourism Queensland seeks applicants for “the best job in the world”. The successful applicant would have responsibilities of living near on the Great Barrier Reef in a paid for beach house, “care take” the islands of the Great Barrier Reef, feed the island fish, blog and write about experiences, and receive a salary of 8800 dollars per month for six months. Recruitment ads were placed in print and on-line media and generated over 35,000 responses.
Applicants were to apply by posting a video on-line explaining why they were the best one to be hired as a “caretaker of the islands”. The PR activity, designed to promote tourism to the Great Barrier Reef succeeded beyond all imagination. For just one million dollars in costs, it was assessed to have generated seventy million dollars’ worth of value in global advertising. It captured the attention of the global media, who fed reports of its progress over a period of months. The applicant videos were available on-line for all to review and resulted in much high quality interaction between the public and Tourism Queensland.
By all accounts it was a stunningly successful PR campaign that later won one of three grand prizes at the Cannes Lions International Advertising Festival-winning the digital category. Tourism Queensland leveraged several of today's trends in advertising and PR. The marketing mix leans on promotion. The recruiting ad focused on attracting attention with strong incentives, and it invited and rewarded customer responses-so was very interactive. The message execution included elements of spice of life, lifestyle, and fantasy. In broader terms this campaign takes advantage of the changes in technology to enable an interactive, digital experience. This was an effective brand engagement.
Ron Burgundy is everywhere. There is no escaping him. The fictional 70s title character in the 2004 movie “Anchorman: The Legend of Ron Burgundy,” played by Will Ferrell, has taken over.
Joachim Scholz, PhD's insight:
By Ross Tansley
“Anchorman II” recently released in theaters went a step further than the traditional motion picture advertising tactics such as releasing a trailer that previews the movie. The main character, Ron Burgundy, a news anchor, brought the character to life by appearing on news casts, sports shows, commercials and interviews all while staying in character.
Public relations was the key opposed to the traditional movie trailer as a way of advertising the movie; giving people a taste of the movie and leaving consumers wanting more is exactly the same as a movie trailer. However, using public relations captures consumer attention in a new way by creating a “buzz” which ended up going viral on social media sites, which was most likely the intent. By using social media, maximum exposure was achieved to geographically disbursed consumers at relatively no cost; not only people who happened to be watching the news at that time would see the promotion. Moreover, this new promotion tactic will be more memorable to consumers than a traditional movie trailer and the “hype” will have a longer lasting effect.
This nontraditional tactic was very smart because it is possibly the first of its kind, but also because of the difficulty of duplication. This would not have worked without having an already well known character (movie must be a sequel with a well-defined main character) and the character’s profession must be something that can be translated into real life such as a news anchor. It would be very hard for characters in “The Hobbit” or “Lone Survivor” to actually perform the same occupation in real life as they do in the movie. It is hard to tell if this intensive marketing campaign made a significant impact on ticket sales. However, Ron Burgundy is defiantly a household name in North America.
Humanities love for storytelling dates back to early civilization when ancient paintings lined cave walls. Today storytelling is at the heart of our families, communities, and cultures. This love for storytelling has inspired companies such as Coca Cola to combine stories into their marketing strategy. “Coca Cola Journey” is Coke’s new corporate website that aims to engage with their customers through liquid and linked storytelling. Dedicated to the customers journey with Coca Cola, the site includes stories that represent their brand mantra of “living positively”. The content is dynamic and customer driven recognizing that people are key to the brand’s success.
Everyone loves a story, but for marketers storytelling is more complicated as content must engage with consumers while promoting the brand. Coca Cola holds a higher standard for content, as they strive for what is referred to as liquid and linked content, which refers to content that flows freely but is not separate from other stories linking business objectives to consumer interests. For this reason consumer feedback and site data are vital for ongoing success in future content planning. Coca Cola’s consumer centric approach has resulted in the development of a highly engaging site that resonates with its consumers by providing them with stories and content that adds value and significance to their lives, increasing site views and content syndication through content sharing.
The aim of marketing is not to sell a product but to satisfy customer needs and build relationships, which in return helps to capture value from customers (Armstrong et al., 2013, pp. 6). The success that Coca Cola has achieved through liquid storytelling is attributed to the company’s ability to understand their customer needs, wants, and demands helping them to develop quality content for their customers increasing customer value in return.
Armstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. (2013). Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada.
(Trend 1 submission)
Thanks to a team of merry WestJetters and the power of technology, we've learned that miracles really do happen. See how we did it, and learn how you could w...
Joachim Scholz, PhD's insight:
A wonderful example of how event marketing spins into a viral social media campaign, thereby multiplying the effect and reach of the campaign.
WestJet passenger spoke with a WestJet Santa (in blue, of course) before boarding, telling them all their wishes for christmas. Thanks to the WestJet elves who ran into the stores, passengers received their presents upon arrival while waiting for their luggage.
This is the right time to launch such a campaign, and even though it seems expensive to buy TVs and Andriod tablets for your passengers, the reach that is generated by this campaign for free will easily make up for it. It is another good example how you can plan to become viral, similar to Volvo's stunt with Jean Claude van Damme. In the current WestJet case, the timing is excellent and the campaign plays high on real emotions that are captured on the faces of the everyday people in the video.
But really, I think it is mainly a timing issue and a desire for miracles. We all long for a miracle for christmas, and having an airline that reinforces kids beliefs into the magical figure of Santa is a good trigger to share this video.
We have seen many brands make the most of the cuteness and lovability of animals through advertising before, but FedEx has taken it to the next level, donating its services to the Toronto Zoo in a PR campaign with the high-profile delivery of a pair of giant pandas from China to Canada. In order to “capitalize on the infinite PR value of cute pandas,” FedEx has made a video tracking the pandas journey while also using the opportunity to delivery key messages on the company’s socially and environmentally conscious values as well as its reputation as being the best in “global coverage and logistical expertise.”
Here we see Fed-ex engaging in content marketing to offer high value information to consumers about its services to create goodwill and enhance its brand images, using the emotions associated with cute pandas and linking it to the often dry subject of shipping packages. The video increases awareness of the brand and forms positive attitudes in a cost-effective manner at a low cost per view.
The video engages viewers with the entire journey of the pandas, showcasing FedEx’s reputation as a leading in shipping and deliveries. The video does not appear to be advertising, making it an excellent example of a brands successful PR, appealing to both current consumers, and stakeholders, as well as potential new customers in the purchase stage of the decision making process. Taking part in the giant panda program allows FedEx to play off of the emotions of its consumers, positioning itself as an eco friendly brand in the eyes of the consumer. Even Jillian McVicar, a senior communications specialist at FedEx admits that “The exact value of services is commercially sensitive information, but it’s hard to put a price tag on helping to save an endangered species through conservation and awareness.”
The FedEx panda project PR video is a great example of the latest trends/developments in the marketing communication industry as its message design and delivery communicate key messages about the brand, leaving its image as a proven company that can make every and any important delivery, including pandas, arrive safely and on time.
Johanna Azis, COMM335 001, Article, Pr, Emotional Appeal, Brand Image
Pepsi’s Uncle Drew commercial was broadcasted in 2012, this campaign was very well know in social medias and became viral few days after it was launched. We almost can’t see any pepsi logo during the commercial, we even can say that this can be considered as a mix between product placement and branded entertainment. The complete advertisement has more than 4 minutes of duration, that means, it couldn’t be showed on TV. All we can see about Pepsi in this commercial is, sometimes, someone drinking a Pepsi. We can easily say that this campaign was one of the most successful viral of 2012. All was recorded in a court in LA, and the crowd watching the game thought that the camera was there for a documentary about street basketball. The success of the campaign was so great that Pepsi also requested the production of two other chapters, and the Uncle Drew commercial is already in part 3.
Antonio Guimaraes, COMM 335-1, Branding, Product Placement, advertisement, video
|Suggested by Brendon Holder|
The southern restaurant franchise Cracker Barrel has signed on as Brad Paisley’s major tour sponsor. The 40-year old country singer has been ranked No. 16 in Billboard’s top 25 Tours of 2012 with the majority of them selling out. The artist is known for working with brands that are align with who he is to create a very organic partnership. Past sponsors have been Chevy and Hershey’s. His brand partnerships agent states, "Those sorts of brand partnerships have always been very true to who Brad is. I think some of the other things that drew him to Cracker Barrel is that he is a family man and [Cracker Barrel's] demographic really aligns with his - it's country."
For Cracker Barrel, this isn’t the first partnership with country stars the restaurant has garnered. With past sponsorships with Alison Krauss, Alabama, Edens Edge and Zac Brown Band the restaurant chain is no stranger to country. By partnering with Paisley for the upcoming tour guide it will offer Crack Barrel the opportunity to access a different demographic. With over 620 locations in 42 states the restaurant traditionally has appealed to a demographic within the baby boomer age group. Brad’s fans skew a bit younger than Cracker Barrel’s current consumer base and is more diversified in lifestyle.
The brand integration with the tour will not be your typical “banner and logo” sponsorship. Although there has been nothing finalized yet there are talks of a Cracker Barrel branded tour bus and branded rocking chairs for album signing events. “"Artists at the level of Brad Paisley don't necessarily need a tour sponsor, but they remain intrigued by brands that will be true partners," concluded the agent. "It's not about the old model of throwing up a name and logo on a screen - - it's about doing things that are a little bit different."
This example shows how a brand can organically be integrated through sponsorship to reach new target consumer. It is through sponsorship that consumers can create associations that allow them to “like” the brand and attach value to it.
Brendon Holder, 0609-6125, COMM335-002; PR and events, liking, sponsorship, celebrity endorsement, brand integration, target consumer
|Suggested by Sonya Gleeson|
This is the Arctic. This vast area of tundra, jagged peaks and frozen seas is the only place where the polar bear can live, hunt and breed. And it needs our ...
Coke’s iconic polar bear mascot has always been a defining entity of its brand. Recently, Coke has partnered with the World Wild Life Foundation in a joint effort to help preserve the animal that has defined the Coke brand for decades. This is an exceptionally effective way of leveraging PR to generate liking and preference for Coca Cola. This ad uses a strong emotional appeal to shed light on the issue facing the bears, while simultaneously putting Coke in a positive light for supporting such an initiative. This can be an effective way of winning the hearts of consumers by showing that the corporation has a heart as well. Consumers also feel like they are doing their part, as 5% of the purchase of the product will be donated to the cause. The strong association of the polar bear with the Coca Cola brand is what makes this PR campaign most effective. Had Coke showed support for another organization, consumers may not have been able to see a strong connection between the organization being supported and the supporting company. This consequently may result in a “greenwashing” type action.
|Suggested by Meghan Bourne|
Product Placement can be a useful tool in a brand’s promotional mix - if it is done correctly. Product placement that fits seamlessly into the television show or movie where it is featured not only looks better for both the company and the show but is actually more effective in staying current in the minds of the consumers.
In class we looked at the Wayne’s World spoof of blatantly obvious product placement, a tactic still notoriously used by movies like Transformers and TV shows like American Idol. However, why do brands still go after obvious product placement airtime? It is a wonder why companies are not seeking subtle product placement especially after Nielsen dominated the 10 most memorable product placements in 2011 with it’s product Purell featured on The Big Bang Theory, shown in the above video.
The Purell product not only fits perfectly with the episode’s story line, but also is very believable as one of the character’s most cherished products. Sheldon, featured in the clip, is a neat-freak genius physicist with a quirky view of the world. He is someone that wears bus pants over his regular pants on public transportation and is the perfect representation of a devoted Purell user. Show viewers form positive attitudes about Purell not only because a character on the show that they love is using Purell (allowing Purell to gain increased awareness), but also because Purell is a perfect product to represent Sheldon’s values and how he lives his life. Brands must look to better integrate their product placement into TV shows and movies that relate to their products lifestyle, benefits or usage behaviours to be most memorable to consumers.
For more information: http://www.businessinsider.com/product-placement-nielsen-top-ten-2011-12?op=1
Meghan Bourne, 0610 6974, Comm335-001; #PRandEvents #ProductPlacement #BlatantlyObviousProductPlacement #IncreasedAwareness #CharacterRepresentingProduct #Values #Benefits #Usage #PositiveAttitudesofBrand
|Suggested by Sanneke Rothenberger|
The GE Citizen website demonstrates how companies can communicate their CSR activities, initiated or fulfilled that tackle the triple bottom line. The standalone website conveys the feeling of a serious commitment, effectively disguising any marketing driven intentions. Thereby GE adheres to the first rule of PR while promoting initiatives that indeed boost the company’s image. Exemplifying how their products can help the planet, its people, and the economy, GE reaches a variety of its customers. While green marketing and “sustainable systems” appeal to True Blue Greens and the Greenback Greens, Basic Browns are addressed by social oriented initiatives that could benefit them. The website incorporates a blog, effectively offering a platform for interaction by involving the customer. Hereby GE conveys a customer control that is in line with recent marketing trends. Overall, the website is an excellent example of how public relations can integrate CSR to improve the company’s reputation.
Sanneke Rothenberger, 10081443, Comm335-1, Public Relations, Corporate Social Responsibility, Green Marketing, Customer Control, GE
TORONTO - Michael McCain's response to the listeriosis outbreak that killed 20 Canadians this summer showed both genuine compassion and cutthroat business sense, and helped Maple Leaf Foods Inc. (TSX:MFI) emerge relatively unscathed from one of the worst food-borne illness outbreaks in Canadian history.That public health disaster turned business success story has made the Maple Leaf CEO Canada's 2008 Business Newsmaker of the Year, as chosen in an annual survey of editors and broadcasters by The Canadian Press.McCain garnered 44 of 125 votes cast in the business newsmaker survey, followed by Conrad Black with 29 and Finance Minister Jim Flaherty, with 25.Shortly after dozens of cases of listeriosis were linked to cold cuts produced at Maple Leaf's Toronto plant on Aug. 23, McCain appeared in a television ad to issue a candid and abject apology for the outbreak.
By David Warnke:
Managing a Public Health Disaster
What do you do when a flaw with your product kills someone? In the summer of 2008, Maple Leaf Foods faced this public relations (PR) nightmare when a listeriosis outbreak associated with its Toronto meat plant resulted in the death of 20 Canadians. This deadly mistake immediately saw the public's confidence in the brand shaken as the company's stock immediately dropped from a high of $15 at the start of the year to below $7 per share when the story become public; it is estimated Maple Leaf lost at least $45 million. One would think this would spell the end of the Maple Leaf brand, but it did not.
What makes this story truly intriguing is that it is not one of loss of the brand or the impact on those affected, but a rather a story of how leadership, values, and an effective PR campaign can go along way to maintaining the success and credibility of a brand. Certainly those affected by the tainted products deserve our condolences and this was the first thing that CEO Michael McCain did when he publically acknowledged the mistake in a Maple Leaf commercial. McCain's leadership showed throughout the PR campaign that saw him admit the company's responsibility and the "pinnacle of accountability" that he holds as CEO.
Maple Leaf fought to maintain the integrity of the brand as they quickly conducted a mass recall of its products, closed production at the plant, settled its class action lawsuits, appointed a chief foods safety officer and continued to advocate their commitment to food safety, a core value to their business model. By December, the company's stock had rebounded to $10 per share and Michael McCain was chosen as Canada's 2008 Business Newsmaker of the year for his leadership of Maple Leaf through this tragedy.
|Suggested by K.P. Page|
Mondeléz Canada and the Canadian Olympic Committee have announced a four-year partnership, which will launch in time for the Winter Games in Sochi
By Karen P. Page:
Mondeléz Canada, which brands include Cadbury, Dentyne, and Christie, became an official sponsor of the Canadian Olympic Committee in November 2013. Using Canada’s Olympic Team as the tool, Mondeléz Canada launched a public relations (PR) campaign, utilizing several strategies to obtain favorable publicity, promote select products and appeal to the Canadian market.
Distinctive packaging for Mini-Chips Ahoy, Oreo cookies, Maple Leaf cookies and Ritz crackers were linked to the Olympics. The packaging included: the official COC symbol; treats strategically placed upon ribbons to represent medals; and a maple leaf imprinted on Oreo and Ritz.
The campaign also made effective use of social media. Television integration with Canada Broadcasting Corporation prominently featured two animated mascots, Pride & Joy. There were live communications via Twitter and Facebook. An interactive app was available for download on iTunes, Google Play or www.prideandjoy2014.ca. The app provided users with updates and chances to win a variety of prizes, including a trip for two to Russia to watch the Men’s Gold Medal hockey match. Mondeléz Canada also committed to donating $1, with a maximum of $50,000, to the COC for every download, thereby inviting Canadians to feel as though they were supporting the Canadian Olympic team.
The campaign was a PR success. It appealed to the Canadian market’s “pride & joy” and afforded the opportunity for the public to support Canada’s athletes. It provided excellent packaging and, through social media and traditional advertising, effectively linked the brand with the Olympics. To have improved upon the campaign, Mondeléz Canada should have further promoting the donation to the COC and announcing the grand prize winners. Publicity surrounding both events would have confirmed Mondeléz Canada’s commitments and served as a capstone opportunity to further promote their brand and Olympic sponsorship.
Samsung's promotional efforts to pose celebrities at the Oscars next to its products took an embarrassing turn when the host of the event, Ellen DeGeneres, tweeted before, during and after the event from her iPhone.
Samsung has used celebrity endorsement for quite a while to market their top smart phones, but the difficulties are immense when it comes to something so inherently social as smart phones. Ellen DeGeneres, Franz Beckenbauer, and David Beckham could easily tell the world how much they love Kellog's Corn Flakes, but if they ate muesli in their home no one would really know. But not so much with smart phones, and Samsung struggles that they pay top dollars to celebrities to endorse Samsing phones but then go on and tweet and take pictures with iPhones.
|Suggested by Cynthia MacEachern|
Silent Circle has identified a recent significant social concern and is using it to promote a new product. Consumers today are increasingly dissatisfied with the way that personal data is being collected about our daily lives through our interaction with the internet, and particularly now our use of smartphones. In response, Silent Circle and hardware partner Geeksphone are making the Blackphone.
The Blackphone will compete with other top smartphones including Apple and Samsung in terms of functionality, price, and style, but it offers the promise of online and mobile anonymity. It is this hook of regaining lost privacy that Silent Circle is using in this very sophisticated culturally based marketing campaign. The campaign itself will feature traditional and social media elements. There will be a product launch in Barcelona; interest is being raised through online technical forums, and Silent Circle plans the use of webinars, direct mail and email campaigns, and online and social media advertising.
What is interesting from a marketing perspective is the focus on dystopian loss of privacy and new sense of exposure that we feel today. Silent Circle’s strategy; it’s tag lines, YouTube videos, and public interviews focus much more on the social threat than on the functional bells and whistles that will be part of the Blackphone. This cultural capital trickle down approach to marketing focuses on a new and disturbing social trend and aims to hook many users with the idea of a return to a place of lost security and anonymity that many had thought might be a thing of the past. The strategy leans heavily on the Edward Snowdon incident which might have been a social catalyst for the right to privacy and a turning point in our cultural direction.
Really interesting! This company does a great job of grasping the opportunity that is presented in the NSA scandal
|Suggested by A. Savard|
Cause Marketing – an unconventional marketing tool!
Terry O’Reilly from CBC’s Under the Influence delivers an interesting view of how “cause marketing” is breaking new barriers by connecting for-profit and not-for-profit organizations in an atypical partnership of marketing and advertising aimed to generate profit while supporting important causes around the world.
Cause marketing is a relatively new term aimed to make the world a better place through service of the public, whereas traditional brand marketing focuses on making a profit in the service of corporations. O’Reilly explains that despite “many non-profits looking at corporations as money-hungry machines, and corporations viewing non-profits as an endless line of charities looking for handouts”, when the right partnerships align, remarkable results can be achieved. The article presents a series of successful cause marketing partnerships, including Marriot & the March of Dimes, American Express & the Statue of Liberty Restoration Project, Home Depot & KaBOOM, and Bono’s “Product RED” campaign, all of which build upon the sustainable marketing platform of taking responsible social and environmental action to meet both the short and long-term needs of customers and their organization.
Further, the Cone Millennial Cause Study indicated that nearly 70% of respondents preferred brands they believe to be socially responsible, and almost 90% indicated they would switch brands if that corporation is associated with a good-cause. Cause marketing not only serves as a marketing tool to extend both brand and cause awareness, but it can also enhance consumer loyalty by building stronger connections, all of which create win-win solutions.
O’Reilly concludes that successful cause marketing requires sustainability, a feat driven by profit over cause. Corporations cannot afford to ignore core business first - marketing has to lead with the product, not the cause – yet, cause marketing should not be overlooked as a tool for one’s marketing platform!
|Suggested by Ben Keefe|
Google Glass. It’s the latest product that is re-inventing the way consumers use, or in this case, wear technology. The buzz surrounding Google’s latest gadget was all the talk of South by Southwest (SXSW) Interactive – a set of festivals that takes place annually in Austin, Texas, and took place from March 8-17 this year.
The social media conversations and corresponding attention from media has provided Google with the platform it will need come the launch of the product later in 2013. This strong utilization of public relations (including earned “buzz” through social media and strong media relations) is a perfect example of how companies can capitalize on reviews and consumer interest and conversations; this is highly similar to what Apple did in 2007 with the launch of the iPhone. By taking advantage of the “newsworthy event” that SXSW is, which caters to an audience who would be interested in Google Glass, Google will be able to save on advertising by relying on the incredible buzz created by the festival.
While this is incredibly successful, going forward Google may struggle to measure the impressions and effect of this type of awareness generation – due to its lack of control when compared to advertising. However, for the time being, Google has mastered the art of consumer-generated buzz.
Ben Keefe, 05993950, Comm335-02, publicrelations, sxsw, productlaunch, socialmedia, buzz
|Suggested by Orietta Mukeza|
"MuchMusic and Coca-Cola Covers is back and twice the fun - this year, we want duets!"
Much Music is partnering with Coca-Cola for the third installment of the Much Music and Coca-Cola Covers online singing competition. The competition is a perfect example of event marketing with Coca Cola sponsoring not only the contest but also the annual Much Music Video Awards (MMVA’s). The competition targets young Canadians between the ages of 13 and 24 who are invited to submit their personal renditions of one of the six trendy songs selected by Much Music. From there, they can share their videos through Facebook and Twitter and the lucky finals whose videos gets the highest ranking then have the chance to win the Best Cover Award at the MMVA’s. The competition has proven to be an increasingly popular way to build both Coca Cola and Much Music’s brand images while increasing consumer involvement with both brands. By the video submission deadline, 1,300 videos had been submitted compared to 1,200 in the first year. Moreover, the microsite with the song options had received 628,000 unique visitors and 11 million impressions via social media .
(Orietta Mukeza, COMM335-1, Public Relations, Event Marketing, Rewards, Campaign)
|Suggested by Charlotte Gadon|
In the past, RIM has taken a defensive strategy to public relations, with the mindset that the information that is shared about its products is not within the company's control. Newly appointed CEO, Thorsten Heins, is trying to change this by using public relations as a strategic message delivery tool to communicate effectively not only with consumers, but with channel members, app developers, bloggers, governments and other stakeholders.
This article relates to the public relations concepts studied in class. BlackBerry has effectively customized messages to each stakeholder, while maintaining a consistent overall message. By maintaining close relationships and open communication with key stakeholders, BlackBerry was able to repair its brand and monitor potential threats. Furthermore, the relationships the company fostered with app developers ensured that the product offered consumers sufficient access to mobile applications, which is a necessity for the product to be competitive in the market. BlackBerry's public relations story illustrates that PR should be proactive rather than reactive, and that it can be used as a key communication tool to create goodwill and enhance brand image, especially with stakeholders who will have an important effect on the success of the product.
(Charlotte Gadon, 06248989, COMM335-1, Public Relations, Stakeholders, Brand Image, Article)
|Suggested by Chelsea Broderick|
The Save Lids to Save Lives campaign, which was created by General Mills in support of the fight against breast cancer, is a great example of cause-related marketing. Although this campaign has existed for 14-years, last fall was the first time the campaign expanded to include more than 20 brands, not just Yoplait.
This public relations activity not only allows General Mills to support a great cause, but also involves its customers in a simple yet charitable way. Giving customers the opportunity to dedicate their lids to someone in their lives, allows them to get emotionally involved. With one in eight women in the United States being diagnosed with breast cancer, this cause is something that many people can relate to. This is one of the reasons why I believe it has been so successful. Having a marketing campaign surrounding a topic people can identify with increases the amount of publicity and buzz that is created.
Not only does this expansion of the campaign increase the level of consumers’ perception of the company’s corporate social responsibility, but it also earns additional customer loyalty. If I had the choice of deciding whether to purchase a box of regular no-name brand of cheerios, or a box that could help save a life, like a lot of other people, I would want to save a life.
Chelsea Broderick, 05994009, Comm335-1, Public Relations, Cause-Related Marketing, Campaign
|Suggested by Natalie Fisher|
The latest installment in Dove's Real Beauty campaign is a creative online video called Thought Before Action. It showcases Dove's mission to confront the art directors and graphic designers responsible for 'manipulating our perception of real beauty' through photo re-touching with the message that true beauty is real beauty.
This campaign has been incredibly successful. Dove's promotion of self-confidence and happiness serves as a powerful emotional appeal that deeply connects with women of all ages, shapes, sizes, and colours. The consistency and integration of this message in every element of Dove's Real Beauty campaign - from its billboards to its CSR initiatives - have created very positive associations with the Dove brand, which ultimately influence consumers in the liking, preference, and conviction stages. When consumers are evaluating alternatives and making purchase decisions, they will remember the brand that told them that they were beautiful.
Thought Before Action is a creative public relations stunt that has differentiated the brand by strengthening the importance of social influences pertaining to self-image. It is a newsworthy campaign that has stimulated positive media coverage and sparked a conversation among consumers on various media platforms. As Dove continues to blur the lines between public relations, CSR and traditional advertising, it is coming dangerously close to breaking the golden rule of public relations. Upholding its credibility will be critical to maintaining the perception that Dove is promoting a positive message, not selling trying to sell a product.
(Natalie Fisher, 06059159, Comm 335-2, public relations, emotional appeal, campaign)
|Suggested by Anna Wallin|
Tourism Australia’s “Best Jobs in the World” global campaign was launched on March 4th to look for young travelers aged 18 to 30 to fill six ambassador-style tourism roles in Australia later in 2013. The aim with the campaign is to attract young travelers to come to Australia on a working holiday and by doing that, help fill as many of the country’s 36,000 job vacancies in the tourism and hospitality sector as possible. Through its campaign Tourism Australia is looking for
- a lifestyle photographer (Melbourne)
- a chief funster (New South Wales)
- a park ranger (Queensland)
- a wildlife caretaker (South Australia)
- an outback adventurer (Northern Territory)
- a taste master (Western Australia)
The lucky winners of the competition will be invited to a six-month job offering them a $100,000 salary package including living costs. Who would not want a job like that?
Although the campaign aims at attracting young, backpacker-like travelers by appealing to their sense of fun and adventure, it allows anyone, at any age, to daydream. By offering a temporary mental getaway in a society characterized by stress and hurry, the campaign has an extremely strong emotional appeal that makes it attractive to almost anyone. It is innovative and inspiring, and makes a good story for people to share with friends and family. It is simple, yet unique, and is highly likely to provide Australia with widespread media coverage and result in an increase in not only working travel, but leisure travel as well.
Compared to its predecessor “The Best Job in the World” that was launched in 2009 by Tourism Queensland, and that received more than 35,000 applications from over 200 countries, Tourism Australia has had a massive response to its campaign with more than 75,000 applications during the first day only. I would call that PR at its best.
Anna Wallin, 10083285, COMM 335-2, Public Relations, emotional appeal, Tourism Australia, campaign
|Suggested by Maury Rubin|
Before the release of the new James Bond movie, Skyfall, Coke partnered up with MGM to create this PR stunt which has garnered over 9 Million views. This creative display of content marketing wraps up an unsuspecting consumer into the James Bond world of excitement, intrigue and suspense. After purchasing a Coke Zero from a designated vending machine, the consumer is challenged to reach platform 6 in 70 seconds while avoiding a variety of miscellaneous obstacles in order to win free Skyfall tickets. At first, the cross promotion between Coke and James Bond appears to be unusual given James Bond's drink of choice is a martini ( or a Heineken) though Coke is able to adequately tie the promotional experience together in the end with their slogan "Make it Happen." Overall this publicity stunt touched on all the points that makes a public relation event successful. It created a positive image for their brand and generated a significant amount of positive media coverage all the time sticking to the most important rule of public relations. Coke's success is evident in the comment section of their Youtube video where users both acknowledge how impressive the stunt was and can recall that it is a Coke sponsored event. Further, Coke was able to respond to commenters who did not believe the stunt was genuine by uploading a behind the scenes video gaining 65,000 views.
(Maury Rubin, 06206586,Comm335- 002, public relations, content marketing, brand awareness, cross promotion)