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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A 38-year-old man from a North Lincolnshire village charged with murder will face an eight-day trial later this year.
Emergency services were called at 4.23am on Saturday, July 2 to reports that a man was seriously injured on South Parade in central Doncaster.
The 28-year-old victim was taken to hospital but was sadly pronounced dead a short time later.
A post-mortem examination found that he died of injuries to his head, chest and abdomen.
Formal identification of the victim is yet to take place, South Yorkshire Police said earlier this week.
Steven Ling, 38, of Park Drain, Westwoodside in North Lincolnshire, has been charged with murder and was remanded in custody to appear at Doncaster Magistrates Court on Monday, July 4.
Ling later appeared at Sheffield Crown Court on Tuesday, July 5 for a plea and trial preparation hearing.
No pleas were entered during the hearing, but an eight-day trial was set for November 28, 2022. Ling has now been remanded into custody until the next hearing.
The Lincolnite went on a ride-along with a Lincolnshire Police officer from the force’s Roads Policing Unit (RPU), which aims to disrupt criminals’ use of the roads and reduce the number of serious and fatal accidents.
The team will support the county response including local policing, neighbourhood policing and criminal investigation too.
Operations first began in Grantham in January this year and started in Louth earlier this week with a sergeant and nine PCs based in both locations.
The Lincolnite went out on a ride-along with PC Rich Precious from Lincolnshire Police’s Roads Policing Unit. | Photo: Steve Smailes for The Lincolnite
PC Rich Precious has been a police officer for 22 years after joining the force in 2000 and he recently rejoined the Roads Policing Unit, working out of Louth.
PC Precious, who also previously worked as a family liaison officer for road deaths for 16 years, took The Lincolnite out in his police car to the A1 up to Colsteworth and then back to Grantham. He described that particular area as “one of the main arterial routes that goes through Lincolnshire”.
PC Rich Precious driving down the A1 up to Colsterworth. | Photo: Steve Smailes for The Lincolnite
Speaking about the new Roads Policing Unit, he said: “It’s intelligence led policing, it’s targeted policing in areas that have been underrepresented in terms of police presence, on the roads certainly, over a number of years.
“We’re hoping that the development of this unit will help address that balance, and look towards using the ANPR system to prevent criminals’ use of the road, and to identify key areas or routes where there’s a high percentage of people killed or seriously injured on the road, what we commonly refer to as KSI.
PC Precious is helping to keep the roads safer in Lincolnshire. | Photo: Steve Smailes for The Lincolnite
When asked if he thinks the new team will help reduce the number of serious and fatal accidents in the county, he added: “That’s what the the unit designed for. Sadly, in Lincolnshire our road network does seem to incur a number of those KSI accidents year on year, and we need to reduce that.
“I’ve worked additionally in my roles as a family liaison officer on road death for 16 years, so I’ve seen first hand the impact that road death has on families and victims families.
“I know it’s important that we try and reduce those because, it’s very sad to see how a fatal road traffic collision can affect a family and the victims of that family.”
Marc Gee, Inspector for Lincolnshire Police’s Roads Policing Unit. | Photo: Steve Smailes for The Lincolnite
Marc Gee, Inspector for the Roads Policing Unit, told The Lincolnite: “Every day there will be officers on duty from both teams and they’ll cover the whole county or the county’s roads.
“Eventually, we’ll have nine police cars and we’ve got six motorbikes. We’ll be utilising them with as many officers as we can every day basically to make our roads safer and enforce against the criminals who feel like it’s okay to come into the county and use our road for criminal purposes.”
Lincolnshire’s Police and Crime Commissioner Marc Jones at the launch of the force’s Roads Policing Unit. | Photo: Steve Smailes for The Lincolnite
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