Contents

Business/B2B PR
Case Studies/Examples
Client/Agency Management
Conference Reports & Presentations
Consumer/B2C PR
Corporate PR
Corporate Social Responsibility
Corporate/exec reputation
Crisis & Issues
Internal management of PR
Measurement, Research & Monitoring
Media relations
Reports/research/studies
Social media, online & search

Subscribe
‘PR Influences’ is free and content can always be accessed through this site. However, if when we publish a new article, or any new content, you would like to be alerted to its availability by email alert click here to register. Note: when you register we ask for the minimum of information (0nly a name and an email address).

Your Comments

Comments and dialogue is always welcome. You can comment direct to the Editor, Grant Common . click here.

 

Fresh Thinking:  How marketers are thinking outside the square

In this issue we select two examples of what the world’s largest marketers are doing that reflects new approaches and fresh thinking.

BMW

What they are doing: 

BMW is marketing itself through associating with events aimed at intellectuals and designers in the US.

One commitment saw them partner with TED - an exclusive technology, entertainment and design conference - that involved a range of keynote speakers including Al Gore, motivational speaker Anthony Robbins and other well-known US experts and visionaries.

Why it’s different: 

They used the TED partnership to sponsor a series of podcasts featuring the keynote speakers - not just to promote the three day conference, but on an ongoing basis focusing on technology, entertainment and design. 

What’s in it for BMW?

BMW is clearly trying to find additional ways to cement its leadership position and to work with influentials.  As such this is a smart way of doing something that goes beyond a conventional sponsorship.  The provision of ongoing podcasts is not only keeping visibility and top-of-mind awareness high over a longer period - it’s also created a new media.

How does it fit with other BMW initiatives?

As part of its drive to work with influentials BMW USA sponsored the work of an Iraqi-born architect who was also the subject of a Guggenheim Museum Show.

Go to www.bmwusa.com/TED to learn more - and download the podcasts.

 HP

 What they are doing:

During the recent Fifa World Cup football tournament HP created a creative viral web site that was not initially linked to them as a means to promote its US-based personal systems group.

The site, purportedly set up by a bored office worker, showed what appeared to be close-up videos of a man’s hand on desktop using two fingers to perform soccer tricks with a wadded-up paper ball.  A computer screen was visible at the back of his desk and, in a number of scenes of the viral file, the HP logo was subtly visible on the screen’s frame.

It attracted over 180,000 unique visitors and, according to the International Herald Tribune in an article on July 23, prompted widespread discussion on blogs and resulted in imitators creating their own ‘fingerball’ videos and posting them onto the web.

Why it’s different: 

Taking a viral approach is very different for HP, which has a reputation for principally courting corporate customers, to present itself to the market; also because HP chose not to reveal that it was in fact behind the initiative until after the site had attracted significant coverage and the World Cup was over.

What’s in it for HP?

The International Herald Tribune claims HP is trying to move perceptions away from being stodgy and very corporate in its approach and is trying to imbue HP’s machines with some of the coolness more commonly associated with Apple.

Apparently they are so pleased with the response that, despite the association with the World Cup, the approach may be duplicated in some other markets outside the US.

How does it fit with other HP initiatives?

HP is reportedly seeking to reach consumers in new ways, including sponsoring a TV Show called “Meet or Delete” in which young people decide whether they want to date potential suitors based on the contents of their hard drives, including records of web sites they have visited and the videos they may have watched.

 Go to www.FingerSkilz.com to view the web approach that HP took.

If you are interested in reinvigorating your brand contact Network PR or view our website at www.networkpr.com.au

 

 

 

About 'PR Influences'
'PR Influences' is a free Australian-domiciled information resource which contains a decade of archived articles, insights and tips relating to most aspects of external communication or public relations. These are complemented by fresh articles which are published regularly.

'PR Influences' is researched, written and published by Grant Common, a 30 year PR veteran who consults to PR Managers on PR departmental effectiveness and PR agency relations and selection.

If you want to be alerted by email to new articles or content on PR Influences when they are published, please click here

For those with a specific interest in staying abreast of current news, trends and commentary around the issues and challenges facing PR Manager.s including PR departmental effectiveness, and managing and selecting PR agencies, visit Grant's blog.


Subscribe - About Us - Legal - Contact Us - Home


Copyright PR Acumen Pty Ltd
P.O. Box H303, Australia Square NSW 1215 AUSTRALIA
E: info@pracumen.com.au W: www.pracumen.com.au

PR Influences: Fresh thinking how marketers are thinking outside the square



e-Brochure for Download

Download Grant Common and PR Acumen e-Brochure

Strategic Communications for Professional Services- Connected Forum & Workshops Sydney 20-21 May 2010

Hear what's best practice, gain insights into new techniques, learn how other professionals are meeting the challenges - from keynote speakers, through case studies, by networking and participating in workshops.   ...more