Designed to engage teens with the Olympic Games, Coca-Cola designed a campaign which saw London 2012 hopefuls and superstar Mark Ronson at the heart of its activity.
Creating a piece of music Anywhere in the World sung by Katy B, and featuring athletes and the sounds of their sports, it was guaranteed to capture the hearts and minds of the target audience.
Working across social and traditional media, through advertising and PR, the campaign created headlines, buzz and generated interactions. To bring the campaign to life, Coca-Cola further developed a BeatBox, an interactive experience which allowed users to ‘play’ the variety of sporting sounds featured in the track.
Coca-Cola really thought about its target audience and created a campaign which worked well and generated some amazing results. We loved that the campaign was completely integrated and ran across social media and traditional platforms to engage with young people across the world – all in different ways. It wasn’t just a one hit wonder – and through using a phased PR campaign it ensured longevity and sustained buzz with the target audience.
The campaign worked fantastically well and was rolled out in 110 markets globally. It received massive coverage online and in news outlets globally and gained 23K followers on its Twitter channel in just 25 days. 200,000 visitors to the BeatBox at the Olympic Park.
Red Bull – Near Space Jump
Famed for the support of daredevil stunts and Formula One, Red Bull went one step further and held its Red Bull Stratos, where Austrian sky diver and BASE jumper, Felix Baumgartner, took an epic jump from the edge of space in an attempt to become the first person to break the speed of sound during the free fall.
This was probably the best marketing stunt Red Bull has done. As well as having me on the edge of my sofa in anticipation, over 8 million people around the world were also watching as it streamed live on YouTube. And, on the day of the event, it drew over 2.6 million conversations on social media.
Channel 4 – Meet the Superhumans
Channel 4, the official broadcaster of the Paralympic Games, launched its Meet the Superhumans campaign in the run up to the London 2012 Olympics.
Centering around a TV ad campaign featuring the Public Enemy track Harder than you Think, it aimed to showcase the abilities of some of the leading UK Paralympians, highlighting some of their unique stories, and showcasing the herculean efforts that have gone into their preparation for the Games.
The integrated campaigns ran along outdoor posters, press ads and digital activity.
The campaign saw a huge perception and behavior change. As Reuters highlighted, “over 70% of people now regard the Paralympic Games and the Paralympians as elite athletes.”
Kotex
As a brand which needed to build a personality and stand out from its competitors, Kotex (Europe) delivered a campaign on Pinterest. Simple and smart, this campaign worked by identifying key influencers, understanding what they pinned and what interested them and then sending them a customised gift box.
This was simple campaign which worked exceptionally well. Over 90% of the recipients posted about their prizes on Pinterest, Facebook, Twitter and Instagram, leading to 2,284 interactions and 694,853 total impressions. Impressive for only sending out 50 gift boxes.
Britain’s Super Brand: The Diamond Jubilee
As a premium super brand, the Diamond Jubilee was the perfect occasion for the Royal Family to re-engage with the people of Britain and once again build up their brand loyalty. From Harry to Kate and William, Charles and Camilla, and the Queen and Prince Philip, the Royal Family has an offering for every age and taste.
The Diamond Jubilee was a perfect blend of sophisticated and social media-friendly PR. Using tactics such as historic black and white pre-coronation film, released as a taster, never-seen-before family movies, supported by up-to-the-minute intimate TV documentaries, aired and repeated at peak times.
Every emotional string was pulled through the magic of music and moving pictures, including a pop concert with Rod Stewart, and the London Philharmonic Orchestra and the Royal College of Music Chamber Choir singing Land of Hope and Glory.
This campaign was executed perfectly with wall to wall media coverage, and despite comments surrounding some poor broadcasting, it only ignited our love for the Royals.
Rebecca Allen is a PR manager at Lava, an award-winning marketing communications agency in Lincoln.
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Residents, visitors, and traders have expressed their disappointment following the cancellation of the beloved Lincoln Christmas Market, on what would have been the inaugural day of this year’s four-day event.
Although the poor weather might have deterred some people, the city’s Bailgate area was notably quiet around 12pm on Thursday, typically the time the event usually opens its doors.
Although Lincoln’s famous Christmas Market is no more this year, and won’t be opening today, there are still alternative festive events happening in Lincoln.
City of Lincoln Council’s decision to cancel the 40-year-old event over safety concerns prompted backlash from people and business but, despite pleas from opposition members, its leaders would not change their stance.
There are, however, still some events in Lincoln to get you in the festive mood this week, including these highlights:
Christmas Market at County Assembly Rooms
The County Assembly Rooms in the Bailgate will still hold its own Christmas Market that it has done for many years.
Manager Gill Hunter said stallholders had already pre-booked and 70% still wanted to do it despite the cancellation of the city’s 40-year-old Christmas Market in uphill Lincoln.
There will be a range of festive stalls, food, drinks and performers when it opens at the following times:
Thursday, December 7 (4pm-9pm)
Friday, December 8 (10am-9pm)
Saturday, December 9 (10am-9pm)
Sunday, December 10 (10am-7pm)
This coincides with the free parking at selected city council car parks in uphill Lincoln on Thursday and Friday. This is available at these car parks: Westgate 1,2,3, St Pauls, Castle Hill, The Lawn, and Langworthgate
The bar at The County Assembly Rooms will be serving hot chocolate, festive sandwiches, alcoholic beverages and more. There will also be a brewery selling bottle ale and roasted hot chestnuts will also be available to buy.
Lincoln Castle Illuminated
Lincoln Castle Illuminated will run from Friday, December 8 until Saturday, December 23.
The Castle grounds will be bejewelled with festive lights and illuminated Christmas features. You can take a drip down Candy Cane Lane and also see the resident Castle dragons Lucy and Norman.
The Castle has retained its popular Illuminated Wall Walk, but the lift is currently out of action so it can only be accessed via the spiral staircase.
You can also board the ‘Mini Polar Express’ and enjoy traditional fairground rides.
In addition, there will be local vendors offering sweet treats and winter warmers, including hot chocolate and mulled wine.
Dog friendly evenings will take place on December 13 and 20.
The full Lincoln Castle Illuminated experience costs £11 for adults, £10 for concessions, £6 for children, and £28 for family tickets. Alternatively, you can choose to visit the grounds only for £3 per head (free for under 5s).
Festive fun at Lincoln Cathedral
Lincoln Cathedral will be hosting an array of festive events this month, including during what would have been the Christmas Market period.
Crafters market in the Cloisters – December 8 and 9 (10.30am-4.30pm)
Nativity Crafts – December 9 (10am-3.30pm)
London Concertante: Christmas at the Movies – December 9 (7.30pm). Ticket prices range from £33.99 to £47.72
‘After Hours’: Walking towards Christmas – December 10 (6.45pm)
Winter Market at Lincoln Museum
Lincoln Museum on Danes Terrace is holding a Winter Market on Saturday, December 9, which has been organised by Shelf Editions.
There will also be workshops to take part in including metal wreath (£45) and felt decoration (£15) making, which can be booked via the museum’s website.
For the younger visitors there is also a free drop-in Calendar wreath craft session with the Elbow Room Collective.
Entry to the market is free from 10am-4pm with the cafe serving a festive menu from 11am-3pm.
Lincoln Ice Trail
Lincoln Ice Trail will run from 10am-8pm on Saturday and Sunday, December 9 and 10.
There will be 20 Lincoln-themed ice sculptures to find – you can pick up a map of the trail from the Visitor Information Centre.
In addition, there will be festive entertainment, as well as live-ice carving demonstrations of the Cathedral.
The Travelling Historical Christmas Market
Although this event is next week, The Travelling Historical Christmas Market offers another festive alternative for people in Lincoln.
The free event will take place at St Mary le Wigford Church on St Mary’s Street between December 14 and 17 at the following times: