Good & Bad PR 4 minute read
Good PR of the week
1960s pops up
To celebrate this weekend’s Goodwood Revival Festival, Tesco has created a 1960s pop-up store in Goodwood, Chichester.
The Tesco store has been designed to look like the 1966 Brixton store, complete with handwritten pricing tags, staff in vintage uniforms and even period products on the shelves, such as retro tins of Heinz soup, Crosse and Blackwell baked beans and sausages, Marathon bars and Opal Fruits.
The checkout employees have even gone to the effort of having their hair and makeup styled in 1960s fashion.
This is a nice stunt that ties in well to the community, sure to score serious local points as well as gain the more national coverage it’s had.
According to the Mail Online, the Goodwood Revival is a three-day annual festival celebrating the vintage cars and motorcycles that would have competed between 1948 to the end of the 1960s.
Thanks to Ellen Hammett for letting me know about this one.
Kit Kat tracks winners
Nestlé has fitted Kit Kat chocolate bars with GPS devices that, when activated, will bag six lucky winners a £10,000 cheque each, in an interesting campaign.
When tabs specially placed inside selected packs are pulled, the Nestlé delivery team will locate the winners within 24 hours to hand over the cheque.
According to Campaign Live, 3,000 outdoor ads have been fitted with NFC (near field communication) points and QR codes that will direct members of the public to a mobile landing page. This page offers the chance to enter a secondary competition with an on-pack code via Facebook, and informs people how many of the original six GPS-fitted bars are left.
Thanks to Webuser’s Vicky Woollaston for Tweeting with this!
Bad PR of the week
Silly Waitrose Tweets
Waitrose asked Twitter users to complete a sentence on Monday that even the most short-sighted of social media users could have seen would backfire.
“I shop at Waitrose because...” was quickly embraced by users for all the wrong reasons, leading to the hashtag #waitrosereasons to trend.
Tweets ranged from “I shop at Waitrose because it makes me feel important and I absolutely detest being surrounded by poor people” to “I shop at Waitrose because Clarrisa's pony just WILL NOT eat ASDA Value straw”.
Although you could argue this is merely playful prodding at the hands of people who are unlikely to be patrons of the supermarket anyway, it highlights just how easily social media users can highlight what they do and don’t like about brands.
Waitrose handled it well, Tweeting: “Thanks for all the genuine and funny #waitrosereasons Tweets. We always like to hear what you think and enjoyed reading most of them.”
Thanks to Victoria Harris for letting me know about this.
Storm in a B-cup
The Royal family PR machine continues to defy convention and, further to the public affinity built up since the wedding last year, Jubilee and star turns at the Olympics, the media in general has been especially condemning of Closer’s French edition which printed topless pictures of Kate. Also in the firing line this week is The Irish Daily Star, jointly owned by Richard Desmond, and Sweden’s publication Se og Hør (See and Hear), which intends to print topless pictures of Kate.
Ignoring the flagrantly obvious grab by media outlets to rank for terms such as “Kate Middleton topless”, the majority are against the publication of the images, despite the fact many of those decrying the publication of the photos of Kate’s boobs have themselves featured topless celebrities.
Northern & Shell founder Richard Desmond – also the owner of adult channels such as Television X and Red Hot TV – has seemingly got the measure of the British media given his outraged statements against his own editors at the Irish Daily Star. Desmond claims he’ll try to shut the paper down – and essentially kick all approximately 120 employees to the curb in the process – for the decision to print them last weekend. Although this is easier said than done due to the issue of joint ownership – more on that here – this “disproportionate” response is no doubt exactly what the Royal PR team would want to happen, to ensure any other titles brave/stupid enough to dare buy and print the images get a public lambasting without them having to so much as lift a finger.
Have you seen any good or bad PR?
Good and Bad PR is a feature on the blog of 10 Yetis PR Agency.
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