This weeks digital campaign chatter #5

Lets take a look at which digital campaigns have been talked about the most this week….

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1. Comic Relief – Red Nose Day

I couldn’t exactly write a weekly digital campaign chatter on red nose day and NOT mention what they’ve been ‘digitally’ up to now could I!?

As you would imagine, the campaign to drive awareness to todays activities has been big news, but it seems this time, all for the right reasons. They’ve done a great job this year.

Whether you like it or not, celebrity twitter stalking is popular, with (some very sad) people desperate to find out what their fave rockstar or TV belle is eating for breakfast or just generally doing at every minute of every day. Comic Relief have jumped on this opportunity and taken it one step further, allowing people to bid (via eBay) for the privilege of having one of over 100 celebrities follow YOU. They will also retweet one of your tweets and send out your @name so that all their stalkers can start stalking you too. I guess if you were a company or organisation this could be a real opportunity to get your name out there to the masses (albeit the celebrity stalking masses….)

The slightly mad comedian Rufus Hound definitely deserves a special mention for taking things one step further and also committing to tattooing the name of the winning bidder on his leg! Bids were up to £7600 for this last time I checked.

A dedicated hashtag #twitrelief has been set up for the campaign, and every day at 10am more celebrity ‘extras’ are being announced via Twitter.

As well as a website packed with great and well-positioned content, such as fundraising tips, games and of course the stories behind what they are raising the money for, the campaign Facebook page promotes everything that it going on, as well as letting you do a red nose day ‘makeover’ on a photo of yourself which you can then use as your profile picture (yes, that is my ugly mutt on the example above!). It is a nicely put together, simple Facebook app, which will no doubt help them to spread awareness of their page, and therefore their activities and fund-raising efforts.

Love it or hate it, it’s true that this event raises a phenomenal amount of money for worthy causes. In my opinion, their online efforts this year reflect how much the organisation has matured and developed, whilst still staying true to the cause. So, go and donate, and help them out a little! They deserve it!

2. Guinness – St. Patrick’s Day

The 17th March, otherwise known as St Patrick’s Day, must double (if not treble) the sales of Guinness for the year! Over the last few years the brand has done a fantastic job of helping to build this event into something which is celebrated more than any other patron-saint day, and enjoyed by millions Worldwide. So, what more could they do with digital to build on what must already be a strong brand presence?

The answer, it seems, is that they can pour you a virtual beer. Via their Facebook page, you can launch an app which will pour you a beer and personalise the glass with your name. You can also send a virtual beer to a mate.

Even though the app is nicely put together and quite simple to use, I’m just not sure that it’s enough to create the viral effect which they were obviously after. The poor number of ‘likes’ considering the popularity of St Paddy’s Day would seem to reflect this too.

The GB Guinness Facebook page appears to have done a better job of things. Building on the ‘friendly’ brand message, you can get a free beer for a mate simply by helping them to spread the word. You can also use their event management tool to create invitations to a St. Patrick’s Day party, see where events are taking place near you, and make a pledge to do something ‘friendly’ on the #friendliestdayofthe year.

Still a surprisingly low amount of ‘likes’ though, considering how much hype there is usually around this day? Somewhere along the way, whether that be in the concepts themselves or in the lack of cross-promotion of the campaign with offline and TV, they have missed out a vital piece of the campaign-pie, and in doing so have missed a fantastic opportunity.

One last word – their global brand consistency is terrible! Even their various Facebook pages have a different look and feel! Perhaps some joined-up-thinking and better communication could have helped them make more of an online success of things? If this would have made more of a difference to sales on the day and overall brand loyalty, one can only guess (but my guess would be a ‘yes’).

3. Adidas – All in

This week saw the launch of Adidas’s biggest campaign to-date. The global project will be aligning all sub-brands for the first time in an effort to offer consumers a ‘complete brand experience’.

The TV ad brings together various celebrities from the world of music and sport – the full version can only be viewed online via the website, Facebook page and YouTube channel – and appears to be the central point for this, their most expensive campaign to date.

Apparently this is all aimed at attracting a younger audience (14-19) and will be backed up with various competitions and bonus content throughout the next year. Are they doing as good a job as Nike or Puma? Looks like most of their spend has gone on Katy Perry and David Beckham to me, and not on innovation and creating something unique. Surely this age group are about more than just aspiring to be like their idols?


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