Tag Archives: video

Adding a social component in basic PR in today’s world

In today’s fast-paced, competitive world, what gives company A an advantage over company B?  Well, there are many factors why some companies succeed in an industry and others fail.  It could simply be a better product, better leadership, more effective marketing and messaging and the list goes on.

What we’re seeing more and more today with young start up companies, is most make sure to include a “social component” in their marketing strategy.  In other words, consumers today want to know that the products they buy and companies they support are not in it only for the profit, but also exist to help those in need.

Some may say it’s a marketing gimmick.  Or a way to get publicity.  But if a company invests a portion of its resources in programs and campaigns that help people — whether in this country or around the world — it has to be more than a gimmick.  It usually is something they believe in because it takes time, effort, commitment and funds.  So while it may help their bottom line, if the social component is relevant and effective, it almost always is genuine.

Starting a company is not easy.  It never has been.  But we’ve seen start-ups that have taken off literally overnight.  In the past it would take decades for a company to achieve success, even profitability.  Today the world moves at a faster pace and people make buying decisions in a split second, with the click of a mouse.

Our advice to any for-profit company — whether a start-up or 50 years old — is if you don’t give back to the community or to people in need, you are losing a tremendous opportunity to connect with younger consumers.  And, you’re missing PR and marketing opportunities that only come with giving back.

Prank-vertising — Selling via ambush

As companies search for new avenues to reach their target audiences, they are finding that a viral YouTube video may be the most cost-effective way to go.

Case in point is the latest YouTube video promoting the movie “Carrie.”  Instead of traditional newspaper and TV ads that try to scare people to see the movie, the studio created a fake scenario to scare real people.  YouTube viewers are let in on the prank from the start.  We see a small New York cafe transformed with fake walls and remote controlled furniture.  Then the place is filled with actors pretending to be customers.  When a real customer comes in, the main actor, a woman, pretends to go ballistic because the guy sitting next to her (a stuntman) spills coffee on her laptop.  She rises and uses her telekinetic powers to throw him up a wall, move furniture and have books fall off the shelves — all controlled by a hidden crew.

You can see the video here:  http://www.youtube.com/watch?v=VlOxlSOr3_M

The reactions of the “real” customers are what makes the video compelling and funny.  People think she really has telekinetic powers and are stunned.  After we’ve had our laugh, it is revealed that the prank was to promote the movie.

In three days the video garnered upwards of 25 million views and climbing.

If we are to believe the YouTube numbers, and there is no reason not to, 25 million people viewed and/or shared the video.  And a good chunk of the 25 million learned briefly about the movie “Carrie.”

While the gag was to prank the coffee shop customers — for our entertainment — the real prank was to fool YouTube watchers because it is not revealed that we were set up to be sold a movie.  There are enough pranks on the web to believe someone went to all the trouble to set this up without a hidden agenda.  But, not surprisingly, we’re being fooled.

This marketing ploy is not new.  It also is well done, gets the message across and is effective in attracting more attention to a movie than typical ads.

And it proves the point that in today’s world where we are continually bombarded with messages, cutting through the clutter is critical.  It also says something about our attention span, where we are most receptive to messaging and of course what gets our attention.

Bottom line — be different and creative.

Miley Cyrus, twerking and the media storm

Well at least we now all know what “twerking” is, or is intended to be.

The media firestorm this past week over Miley Cyrus and her “performance” at the Video Music Awards raises some interesting issues.  Most comments were blatantly negative at the “over-the-top” display by the one-time Disney character.  Even those in the music business thought it was beyond inappropriate to see Cyrus bumping, grinding and simulating sex in a mostly naked outfit.

What struck me most about her performance was not how un-entertaining it was, or how it showed such a blatant lack of talent and dignity, but how she chose to make her statement.  She undoubtedly wants the world to know that she is no longer the innocent Disney character she played on her Hannah Montana TV show.  She wants everybody to know she is a grown woman and a sexual one at that.

Apparently Cyrus believes this statement of maturity is best done by being as raunchy and un-sexy as possible.  There was nothing sexy, alluring, or even mature about her performance.  It was tantamount to a three year old throwing her cereal on the floor to get attention.

If someone wants the world to know they are an adult, it starts with acting like an adult.  There was nothing adult about Cyrus on that stage.  Her “show” was as immature and infantile as it could possibly be.

So it all backfired.  Not because it was so offensive (we don’t expect much from MTV anyway) but because instead of Cyrus conveying the message that she is a mature adult, just the opposite was conveyed.  She is still a child who has no idea what is sexy and certainly no idea of what is classy.

Miley Cyrus has plenty of growing up yet to do.