Our Favourite PR Examples of the Month
From creative and simple to clever cross-channel content creation, this month’s highlights are impressive.
World Cup Octopus
Stunt or not a stunt, this giant octopus breaking down in Oxford Circus received a wildfire of social media attention:
Assertions point to the likeness of Paul the Octopus, the under-water oracle of the World Cup 2010. A timely – and fairly simple- stunt that plays on British curiosity. Apparently the breakdown in Oxford Circus was an accident, but we’re not so sure.
In a clever initiative as part of its rebranding, American Airlines decided to answer an age old questions: how do you paint an airplane? In this online video, a US Airways Airbus 319 is wheeled into a hangar, and through the miracle of time-lapse photography, the 13-day conversion to the new American Airlines livery takes a mere minute and 42 seconds. A creative piece of content creation, this video gained coverage on Forbes and gained widespread popularity, quickly going viral.
Coke’s second life – tapping into creativity
Coke does it again, with an excellent piece of content marketing. This video highlights a range of ways you can re-use empty coco cola bottles. From felt tip pens to bubble wands, to pumps and even weights. A brand that struggles with its ethical associations, but triumphs in its content marketing, Coke is driving a subtle shift in brand value associations by creating online videos which show every day people finding new uses with empty Coke bottles. A very clever way of creating a positive image for the brand that doesn’t even mention the product.
Guardian’s story-telling interactive video –7 deadly sins
The difference between harnessing digital and being harnessed by it is, asides from strange imagery, is exactly what The Guardian exemplified and demonstrated in its online video: the “7 deadly sins of digital”. Celebrating 25 years since the World Wide Web ad and more than 2 billion people now connected, the Guardian’s technology hub looked at how this information affected us personally via an interactive online video- comparing very modern faux pas with an ancient biblical code of conduct to emphasise the today’s changing digital culture. Entertaining and relevant, this video a great example of creative content that positions the Guardian at the helm of the evolving digital media landscape.
In an effort to raise awareness about the living wage, a group called Amazon Anonymous, published a spoof book on Amazon’s own website. The product description read: “Over 62,000 people have called on Amazon to end poverty pay in 2014 – but Amazon has yet to take our demand seriously, so we’ve brought it direct to Amazon.co.uk.” It asked readers to “review this product below and let Amazon know that it’s time to pay the human cost of its operations”.