Tag Archives: Campaign

The Social Explorer: Microsoft PR Disaster

18 May

Proof that not all PR is good PR…!

I watched the following video waiting the entire time for the punchline. It never came. Computer giant Microsoft have got it wrong once again and in my opinion, the marketing person in charge over there needs to go. Yes, I have shared this video to my entire address book and yes I’ve posted it on my Facebook (and now my blog too…!) BUT I send with a ‘you won’t believe that this is serious’ or ‘Microsoft done it again’ – not all PR is good PR!

Now you’ve watched it you might understand what I mean about the punchline (sorry for wasting 6 minutes of your time – click here to get it back) It certainly doesn’t inspire me to host a Windows party and definitely doesn’t make me want to invest in another Microsoft Windows update. Infact it leaves me feeling pretty happy that I own so many Apple products – happy that I feel so far removed from what has become a very uncool brand. If Microsoft was a person, he’d be a confused, socially awkward elderly man…perhaps a person that you feel you must say hello to at a party (if he was there) because you know it’d brighten up his day. Sounds like this guy.

So what would I do if I was in their marketing department? I’d look at who our customers really are, who wants to be associated with us, who NEEDS us and what we’re here for. Create and market products to these people – lets not try and cover the social leaders, professionals, creatives and their grandma…focus your efforts and reap the rewards. What’s your opinion on Microsoft in the 21st century? Think they’ll be phased out in the coming decade? Thoughts below…

– The Social Explorer

The Social Explorer: The Mini Countryman Campaign

16 May

Grand Theft Auto LIVE in Stockholm…get your carjacking skills at the ready.

Every so often, I see something that completely changes the way I think about how technology can connect us. Something new, exciting, relevant and impactful usually fits the bill and the Mini Countryman campaign ticks all the boxes (and more!)

The New Mini Countryman

There isn’t a great deal I need to say about this, the wrap up in the video pretty much does the talking. But it does present a completely new way of marketing a new  product. It seems almost like a 21st century version of the ‘touch the truck‘ competition’ but a jump in technology means that thousands people can interact with each other – leading to a lot of positive things to say about Mini as a brand. That the average person playing this game spends over 5 hours doing so says a lot about how far people will go to win something as big as a car – when the mechanic is right. One of the last things said about the campaign…’it’s so social’ and it is. Bringing people from an online game environment to interact with each other in the real world is no mean feat, and something that I would LOVE to see develop…perhaps this is one way to deal with obesity in children? Where do you see this tech fitting in to marketing campaigns and beyond?

– The Social Explorer

The Social Explorer: Guerrilla Marketing at its best?

13 May

Guerrillas in the mist…stand out and make your mark with a unique campaign…

I am a big fan of Guerrilla Marketing when it’s done right. It can be inspirational, funny, witty, clever or commercial and if it’s really good then all of the above. The reason these campaigns excite me so much is that they’re all about imagination, creativity and it seems more energy and time is put into the thinking behind the idea (vs. traditional marketing) as well as the application. The other side of this is that it doesn’t revolve around huge budgets so it’s open to anyone with a truly unique and engaging idea.

One of my all time favourite examples of strong Guerrilla Marketing (though it doesn’t hit the humour mark) is Sixt’s European Airport rental campaign. The sheer simplicity of this campaign is what Guerrilla Marketing is all about. They were struggling to make their deals known in the advert heavy airport environment – getting lost in a sea of posters, wall hangings and floor decals (really you can’t look anywhere without being attacked by a brand?!) So…’Solution’ – they plugged in 6 very strong wi-fi routers, changed the names of the routers to explain the deals and made a custom landing page explaining everything for all those who used the network. Laptops, iPhones & Blackberry’s could all use the free wi-fi and were all exposed to this brilliant campaign. Though the results weren’t posted, you can certainly imagine that the ROI on this would have been astronomical given the relatively small set-up costs. Here’s the YouTube video…

And Sixt have continued with their Guerrilla Marketing campaigns, though I’ll leave you to decide if this was a success or simply a bit offensive…(even Sixt are asking themselves same question…!)

What are your thoughts on Guerrilla Marketing? Is it effective & have you spotted a campaign that makes Sixt’s efforts look old hat? Comment away…

– The Social Explorer

The Social Explorer: Skittles Campaign review…

10 May

Injecting some fun into the world of social media…attempt 2.0 (Skittles)

So I thought I’d kick off this blog with a little post on one of my favourite digital marketing campaigns. I work in social media, and to see something that brings a smile to my face every time I hit the page is no mean feat… Here’s the latest Skittles campaign…

Skittles Facebook Page

I love the humour Skittles has injected into its social media campaign. It’s fully supported on YouTube with their ‘Taste The Rainbow’ viral videos – often a bit gross, usually funny and always random.

Skittles on YoutubeIt appears to be working…with almost 6,000,000 video views on YouTube and over 16,000,000 ‘likes’ on their Facebook page they are flying – in a very competitive market this is a huge success. The campaign’s had some brilliant feedback through its life – all in all the branding for the campaign has been around for more than 10 years (making it one of the longest running campaigns in history) including praise from creative sites such as ‘Creative Criminals‘, Tech savvy sites such as ‘TechCrunch’ and not forgetting the mighty ‘Econsultancy.

Now, we’re not forgetting the slightly trusting efforts they put into user-generated content (putting LIVE tweets on their homepage…oops!) This ended rather badly with TechCrunch testing the water (tweeting a slightly un-tactful Tweet ‘Skittles causes cancer and is the root of all evil in the world’) BUT I think they’ve judged this one much better hence my conclusion that it’s a fab campaign and something I’ll continue to follow.

We done a little more exploration (I lie…Google done this for us, we just typed it in) and spotted that the guys behind Skittles most recent stab at social is San Francisco based agency Evolution Bureau. So a big pat on the back for these guys – and a personal thank you for injecting some fun back into the sometimes over-serious world of social media.

– The Social Explorer