CREATIVE CAMPAIGNS #34 – ‘Fight for Territory’ Steinlager and Guinness’ Lions Tour stunt

CREATIVE CAMPAIGNS #34 – ‘Fight for Territory’ Steinlager and Guinness’ Lions Tour stunt

February marks the start of the Six Nations Rugby tournament and sport is never short of wonderfully creative campaigns to draw inspiration from.

Recently I was shown a video of a brilliant PR stunt which combined advertising, marketing and PR in a beautifully clever package. It’s so good and really stuck with me, I literally can’t stop thinking about it, so much so that I just had to share it with you.

It is a stunt that was done for the last British & Irish Lions Rugby Tour by Steinlager, New Zealand’s leading beer and sponsor of the All Blacks, and Guinness, sponsor of the British & Irish Lions. YOU NEED TO SEE THIS VIDEO!
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The art of PR piggybacking

The art of PR piggybacking

Piggybacking in public relations is where a brand capitalises on an event or situation or another brand to generate awareness.

A very famous example was when the brands released adverts and social media posts during the black out of the Super Bowl. Oreo was one of the best piggybacks with ‘You can still dunk in the dark’ which went out via social media.

Now public relations for a hotel’s isn’t always the most exciting out there, but in January 2016 Adare Manor Hotel got the best out of this everyday situation.

It’s often a way to turn a situation to your advantage to get some added value and public relations that you wouldn’t usually get. Let me show you a cracking example…

About a month a go a little girl left her stuffed bunny at a hotel in Adare, Ireland. The Hotel documented the bunny’s stay until she was reunited with her owner. I think the best way to show how this through the Facebook posts from the staff at the hotel. As you will see the cute bunny’s exploits at the hotel soon went viral!

Screen Shot 2016-02-04 at 22.33.38 Screen Shot 2016-02-04 at 22.33.53 Screen Shot 2016-02-04 at 22.34.03 Screen Shot 2016-02-04 at 22.34.11 Screen Shot 2016-02-04 at 22.34.19 Screen Shot 2016-02-04 at 22.34.29 Screen Shot 2016-02-04 at 22.34.51 Screen Shot 2016-02-04 at 22.35.00 Screen Shot 2016-02-04 at 22.35.08 Screen Shot 2016-02-04 at 22.35.22 Screen Shot 2016-02-04 at 22.35.30 Screen Shot 2016-02-04 at 22.35.41 Screen Shot 2016-02-04 at 22.35.58

All’s well that end well, plus it’s some pretty fun PR!