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Week 12 – BODYARMOR SPORTS DRINK | "ONE MORE"

Video above: BODYARMOR CAMPAIGN

Introduction

Today (18.05.21) evaluating the campaign was our main focus coming into the final weeks or our group assessment. Did we meet the objectives of the brief started a class discussion about a previous article we had analysed. Other topics we covered were target audiences, media targets, KPI’s and were the key messages received.

This reflection and review of building and evaluating a campaign definitely assists in how we can create a great campaign by picking apart all of the important elements. I feel confident about the presentation aspect of the group assessment, but I am stressed due to the lack of commitment and input from other group members.

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved

- What are the major PR tools being used

- Where they saw it and if/how they engaged with it

- Critical reflection

PR Analysis

This campaign is all about BODYARMOR. This is a promotion of a premium sports drink that provides superior hydration to all athletes that always go for one more.

The campaign video highlights the need for electrolytes and other ingredients in the drink that allows people who drink it to have more energy.

The campaign flicks through various sports and famous athletes to support the message behind the drink that it caters for all.

DrinkBODYARMOUR are the leading creators behind this campaign who are promoting a premium sports drink for all sports athletes.

Website link: https://www.drinkbodyarmor.com

Pictured above: Ambassador professional athletes

The major PR tools being used were professional athletes such as James Harden, Naomi Osaka, Mookie Betts, Trae Young, Christian McCaffrey, Sabrina Ionescu, Carlos Vela, and Baker Mayfield.

A fun and upbeat video that had a range of sports and professional athletes positive comment about the drink.

Pictured above: Kobe Bryant and management

Picture opportunities and articles of athletes who support the drink were used to create public awareness.

The creative use of everyday people and professional athletes captured my engagement. The video also displayed the various flavours of sports drinks available which again engaged the audience to see if their favourite flavour was made.

The target audience would be aimed at people who play sports or need that extra hit of energy.

Picture above: Flavours of BODYARMOR

Critical reflection

This PR campaign in my opinion would be effective with the large use of professional athletes to promote the sports drink but the question that remains is how would it go up against Gatorade or Powerade?

The video was great quality and engaging that was also interesting to watch.

The research has made me want to try this drink which is a positive on their end.

The objective is to promote this sports drink to be better than other sports drinks because of the connection with professional athletes there were able to make.

It would be good to see data based off what the drink can do to energy levels or if it is all a ploy and just another sugary drink.

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Week 11 - Bombshell report into Australian gymnastics exposes decades of horrifying abuse.

Pictured above: Young gymnasts

https://www.foxsports.com.au/olympics/gymnastics-gymnastics-australia-news-report-into-abuse-sexual-abuse-australian-human-rights-commission/news-story/7584cd3cdab1c44e441bceecc35aa43a

Introduction

Today (11.05.21) bringing the campaign to life was our topic in class. This is relating to our assessment 4 that we are currently creating. It helped put the campaign in perspective on what steps to take and how. This discussion was beneficial to hear other classmates’ ideas and to narrow down tasks.

Understanding the campaign and the tasks that need to be set out in order to achieve the end goal is certainly hard when working in a group and ensuring all members are on the same page. I am used to a delegating role but feel overwhelmed when I’m constantly having to re-tell my group what is happening. I believe I am on the right track in selling my campaign and the presentation side.

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved

- What are the major PR tools being used

- Where they saw it and if/how they engaged with it

- Critical reflection

PR Analysis

The Australian Human Rights Commission has released a bombshell report exposing the toxic culture in Australian gymnastics.

This applies to all levels that have failed to protect gymnasts from sexual, physical and emotional abuse.

This report includes various statements from former athletes who share their sickening experiences. The commission received 138 written submissions and conducted 47 interviews.

This article has shocked Australians in how this could be happening in all levels of gymnastics. Gymnastics Australia has apologised and has promised to implement the report’s recommendations.

The Australian Rights Commission is the leading party involved with Gymnastics Australia being the target.

Videoed above: Channel 7 News press conference with Kate Jenkins

The major PR tools being used was a title that captured the attention of those emotionally invested in sport and who would be disgusted to read this in evident in Australian sport.

An image of young girls assists in confirming the ages of the victims.

Other titles throughout the article saying “Graphic warning” to advise readers the content could be hard to read.

Press conference is used to deliver further information and to disclose information of the event.

I discovered this article on the Fox News website. I then further researched to find the press conference on YouTube.

I felt a sudden rush of anger due to the events that took place and was disgusted how this has only discovered now. It puts shame on sport in Australia.

Pictured above: BBC News image of female gymnasts

Critical reflection

This article will hopefully promote the need for change in Australian sports and the relationship between coaches and athletes. It definitely engaged with passions sports lovers and particularly females from a sickening perspective.

The fact the statements were included made the article hard to ready but provided the readers with upfront evidence as opposed to leaving us hanging.

The message was clear and the objective is to spark conversation and awareness of these underlying issues in sport and to implement better policies and child protection laws.

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Week 10 – BT Sport Draw the Line Campaign Film Against Online Hate

Pictured above: BT sport group

https://newsroom.bt.com/its-time-to-draw-the-line-and-end-hate-speech-on-social-media/

Introduction

Today (04.05.21) the topic we discussed was ‘presenting the PR plan’. This involved discussing aspects of selling the campaign through presentation and the art of public speaking.

There are various ways to present a PR plan such as through a PowerPoint, prezi, canva and handouts. Towards the end of the class we put our knowledge to practice in a quick activity to present our campaign to the class which I found to be quite difficult as a weakness of mine is public speaking.

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved

- What are the major PR tools being used

- Where they saw it and if/how they engaged with it

- Critical reflection

Video above: BT Sport campaign video

PR Analysis

BT Sport is a group of pay television sports channels provided by BT consumer which is located in the United Kingdom and Ireland. This campaign the BT group are promoting is about online hate on social media and drawing the line.

The campaign will see BT implement its own anti online abuse policy and support from premiership rugby, welsh rugby regions and cricket Australia.

BT sport are leading this campaign by taking huge steps to be more proactive in protecting themselves and the society against online abuse. There are several sporting clubs and ambassadors that are involved in sharing this campaign and spreading awareness.

Pictured above: Premiership Rugby statement

Video above: BT Sport campaign video

Major PR tools that were used was initially an emotional engaging promotional video that connects to those who have experienced online abuse but also engages the public to hear their stories to connect with a wider audience. An article was published about the campaign that highlights more information on why? And How?

I viewed this campaign directly off Youtube as the title that includes the words ‘online hate’ caught my attention. Once I watched the video, I then followed the links to find the article that discussed the campaign in more depth.

Critical reflection

The campaign definitely engaged with the public on an emotional level because online abuse is a rather large issue the world faces. The messages that were said by various people allowed the viewers to grab hold of real-life threats and abuse which was confronting to hear. The video did go for a long time and I got to halfway and thought, what is the action plan? 3 mins in and they were still interviewing people from BT.

They message was clear to #Drawtheline and support this campaign to call out online abuse whenever you see it.

Pictured above: BT Sport statement

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Week 9 - Ice hockey team ZSC Lion’s rewards royals fans with bottles of melted rink ice.

https://www.famouscampaigns.com/2021/04/ice-hockey-team-zsc-lions-rewards-royals-fans-with-bottles-of-melted-rink-ice/ 

Introduction

Today (27.04.21) we focused on building our campaigns for our next assignment. This lesson included recapping the main purpose for the brief, tools and tactics, creating a story, proposal and many other elements.

My group utilised this time to work on our next assignment and started to collaboratively draft information in a shared word doc. I’m particularly looking forward to this assignment as I enjoy this aspect of public relations.

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved

- What are the major PR tools being used

- Where they saw it and if/how they engaged with it

- Critical reflection

PR Analysis

This promotional campaign is very creative and melted the hearts of all ice hockey ZSC Lions fans that were not able to attend the games in 2020 due to the Swiss Government banning crowns during COVID19.

The ZSC Lions gifted their supporters a unique 15ml bottle that contained a few drops of the rinks ice called ‘Essence of Lions’ in momentum for people to return to the stadium.

The ZSC Lion’s hockey club and their partnership with Service plan Suisse are the leaders in this inspirational campaign.

Pictured below: ‘Essence of Lions’

The major PR tools being used is a promotional video with the ZSC Lions team members featured that are using their partnership with Service plan Suisse to advertise the ‘Essence of Lions’ bottle that contained the emotions and sweat of the ice in a bottle.

Social media is used for the promotion of this video and the advertisement of the bottle.

Public engagement was heavily utilised in this video drawing in on fans and the emotional appeal to supporters of the game.  

I came across this campaign on the famous campaign’s website. It was one of the first videos that caught my eye due to its attractive photo of a bottle in ice with the sun shining onto it. The video initially made me instantly interested by the initial engagement of the sad music and the sports clips. Any sports fan would engage in this video and be drawn into it as sports lovers live through their teams.

Pictured below: ZSC Lions team members

Critical Reflection

I greatly enjoyed this campaign. I thought it was well planned, it engaged the public emotionally and made you want to pay attention to the entire video and the sports clips enhanced the viewing.

More information could be provided in the article, but it is a great initiative to bring the fans back together to make them feel a part of the club and to renew their memberships.

The object of this campaign was to target fans and supporters to engage with the club to renew their memberships for the next season having missed the 2020 season due to COVID19. The club needs the support of its fan to create revenue.

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Week 7 - ‘Wheels are falling off’: Player unrest at Pies, Bucks ‘not coach he was’.

https://www.thechronicle.com.au/sport/afl/wheels-are-falling-off-player-unrest-at-pies-bucks-not-coach-he-was/news-story/b09d25eb0e10c2a0e238af1b1ade8f10 

Introduction

Today (13.04.21) we engaged in the week 7’s PowerPoint that explains what a brief is and how best to analyse it.

Once understanding how the PR process can take shape from a brief we were able to outline the key objectives within it. After being given a brief for our assessment 4 topic, we were able to identify key messages and important elements making several notes on how we will create a campaign. I found this to be quite challenging finding information on the history of our topic but got the hang of it quickly with sourcing social media sites, background information, slogan ideas and many more.

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved

- What are the major PR tools being used

- Where they saw it and if/how they engaged with it

- Critical reflection

PR Analysis

This article ‘Wheels are falling off’: Player unrest at Pies, Bucks ‘not coach he was’ has put The Collingwood Football Club in the firing line for discussion in regard to the coach Nathan Buckley’s future.

Highlighting two previous issues within the club from Adam Treloars mistreated circumstances and Eddie McGuires (President) farewell, has now put Nathan Buckley in the spotlight who is out of contract at the end of this season.

On the couch, Fox Footy reporter Tom Morris is leading the campaign with several other reporters, interviews and media platforms involved.  

The Major PR tools being used here are television broadcasting interviews, articles and interviews that all discuss Tom Morris’ claims on The Collingwood Football Club.

There are also other highly known football figures sharing their outlooks and opinions on the topic.

Pictured below: Tom Morris

This PR activity was broadcasted on AFLs ‘On the couch’ that has been used on several other social media platforms and websites. Fans and sports lovers tune in to listen and watch the greats of the game analyse and discuss certain football topics within the media each week. This sparked a hot topic in how The Collingwood Football Club is being managed and their low performance. The club has a large following and this sensitive topic would leave viewers with opinions of their own.

Pictured below: On the couch - Gerard Healy, Jonathan Brown, Garry Lyon and Nick Riewoldt.

Critical Reflection

Upon my reflection of this PR activity, I found it to be an engaging topic and effective article in reaching the targeted audience and sparking opinions for viewers. Tom Morris knew how to engage interest through broadcasting and raised various honest factors to Collingwood’s club issues.

It is interesting to listen to football analysts and reporters who discuss topics of AFL in different lights and darkness.

This activity is aimed to target The Collingwood Football Club and Nathan Buckley for reactions to his comments. It could be better if Nathan Buckley or Scott Pendlebury (captain) were to comment on these issues raised.

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Week 6 – Play in Purple 2021. #playinpurple

Introduction

Today (06.04.21) we looked at milestones in PR campaigns.

As a class we openly discussed the process behind PR campaigns and breaking down the brief, the tools and tactics, the target audience, making the story, communication channels, budgets and presentation.

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved

- What are the major PR tools being used

- Where they saw it and if/how they engaged with it

- Critical reflection

PR Analysis

#Playinpurple is a campaign to support pancreatic cancer. This campaign targets sporting clubs and codes across Australia to get behind this cause and create awareness by wearing purple socks for one round of the season.

PanKind Australian Pancreatic Cancer Foundation is involved in the promotion of this campaign.

In this campaign video the major PR tools used were interviews from the founder and executive director as well as the general public who were supporting this cause by wearing purple socks, photo opportunities of sporting clubs participating in the cause, it sends an emotional message and connection to those who know someone going through this disease or are suffering themselves and creating opportunity for the public to be involved and support the cause by wearing the purple socks.

Searching filtered sports campaigns on Youtube is how I came about this campaign and because it was a charitable event it caught my interest.

Critical reflection

Upon my reflection, I found the start of the campaign to be effective in providing information but the slight camera format on the interview made it seem a little unprofessional. The use of actioned photos supporting the wearing of purple socks was great and to get members of the public to speak about what the cause is and why they are supporting it.

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Week 5 - Tokyo 2020 Laser Campaign Update

Introduction

Today (29.03.21) we looked at the benefits of PR and why we use it.

The difference between an Ad and PR, the value of advertising V editorial and the engaging nature of PR. We had a class discussion on analysing ambassador campaigns.

To finish we had a group activity in creating a campaign for a lawn bowls Australian Open event which I found to be fun but tricky.

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved

- What are the major PR tools being used

- Where they saw it and if/how they engaged with it

- Critical reflection

PR Analysis

The Australian sailing team give an update on their training and how 2020 delayed their racing but they are ready for 2021.

Laser representative for #Tokyo2020 Matt Wearn and Coach Michael Blackburn provide how the are managing from their recent camp at Coffs Harbour.

Matt Wearn and his team are leading the campaign to highlight their training and how they are stuck in Australia but are making the most of what they have during this time.

Major PR tools used is social media to promote the video update and the use of professional athletes. This allowed viewers to feel closer to the athletes and a look into their current training status. A short press conference with Coach Michael Blackburn was held.

I searched sports campaigns on youtube and it was one of the many campaigns that came up. It was targeted at sailing fans and any spectators of sailing or the Australian team.

Critical reflection

Upon my critical reflection, I feel this update campaign was a good way to re-engage with the general public but could have gone longer and showed some more footage. With so much unknown information thanks to COVID19, it's hopeful to the general public to see updates from sports teams. 

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Week 4 – Nike Promotional video – The Toughest Athletes (M)

Introduction

Today (22.03.21) was all about PR in context and the different layers of communication.

We discussed Above the line (which involves mass media methods. I.e., Tv and radio) and Below the line (direct marketing for smaller target audience).

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved

 - What are the major PR tools being used- Where they saw it and if/how they engaged with it

 - Critical reflection 

PR Analysis

This promotional video by Nike is a campaign about how ‘Motherhood looks different for everyone. But no matter what you do or how you do it, you are the toughest athlete.’

Nike are leading this campaign and have included several athletes for publicity and sporting connections to promote their new maternity line.

Professional athletes involved were Serena Williams, who is endorsed by Nike and her daughter Olympia, soccer player Alex Morgan, Perri Edwards, Bianca Williams and Shelly-Ann Fraser-Pryce, as well as 'everyday athletes', all at different stages of motherhood.

Major PR tools used in this promotional video is the use of Nike ambassadors/celebrities who endorse the brand. They have marketed this video to appear on television and other advertising sites targeting women who are pregnant or are mothers.

I saw an advertisement on Instagram to which I researched on YouTube to find the full promotional video. I was intrigued to know more about the new range they were selling regardless if it was targeted at mothers. The video gained an emotional attachment from viewers as it highlights the body shapes of pregnant women and mothers. There was negative feedback in the comments section about someone being mistreated and the young kids who make the shoes which is all a part of online trolls.  

Critical reflection

I feel this PR was done well to allow mothers to feel a sense of belonging within a large retail company and how it captures the lives of mothers and how being an athlete never stops.Women are strong. 

It was clear and an emotional message marketed for pregnant women to feel empowered to still maintain a healthy and active lifestyle. Woman are strong. 

Pictured below: Pregnant women running in Nike Maternity attire.

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WEEK 3 – Football tipping competition.

https://tipping.saints.com.au/?fbclid=IwAR2cn451rxY6CinC4YbKVz4cxvC1h6ebykZpVwhamS5rzueeBmbgsF_cwgg#login

Introduction

Today (15.03.21) we are talking all about PR tools and tactics and what are the best ways to bring a campaign to life, communicate the message, reach target audiences and meet the campaigns objectives. 

As a class we collectively discussed examples of a media release and media alert. 

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved

- What are the major PR tools being used

- Where they saw it and if/how they engaged with it

- Critical reflection

PR Analysis

The St Kilda Football club are running a 2021 season tipping competition for the public to enter.

The St Kilda Football club are leading the competition with the support of AV Jennings who are providing the prizes as a main sponsorship deal.

Brad Crouch and Brad Hill have been photographed to appeal to St Kilda fans to engage supporters into registering for the competition. Calling to action is used for those interested in competing by simply entering your details and clicking sign up or log in if you already have an account. The website is presented well and is simple to follow instructions.

This was posted on their social media Facebook page to gain registrations through a largely used platform by all ages. This post was liked by 266 users, 4 comments and 8 shares. This allows the measurements to be monitored through engagement on the site. This can also be tracked by how many people clicked on the website to view this competition.

Critical reflection

I don’t feel this competition was promoted as well as it could have been with dark use of colour and unless a Saints fan most people who would join would be searching for the prizes to see if it is worth competing in. The competition appeals to the eye like an ad people would just scroll past.

Pictured below: Snapshot of register page.

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WEEK 2 – Adam Treloar is expected to hold back when the Bulldogs takes on his former team on Friday night.

https://www.news.com.au/sport/afl/adam-treloar-is-expected-to-hold-back-when-the-bulldogs-takes-on-his-former-team-on-friday-night/news-story/1dadba0e29570bf480086f5ef2ce1ace

Introduction

Today (08.03.21) we focused on theories of PR and communications.

The theories include the agenda setting theory, critical theory, cultivation theory and diffusion of innovation theory.

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved

- What are the major PR tools being used

- Where they saw it and if/how they engaged with it

- Critical reflection

PR Analysis

This article is promoting an event rivalry for the AFL round 1 season where ex Collingwood star Adam Treloar will face them first whilst playing at his new club the Western Bulldogs.

Adam Treloar is the athlete involved in this campaign due to the harsh exit at the end of 2020. This article also includes a statement from Nathan Buckley stating that “Treloar took his trade more personally than professionally “, which sparks heat between the two.

This article is one of many that have been published among with press conferences from both parties, interviews and social media posts.

This news has been posted on multiple social media pages and most news websites/newspapers.

The picture firstly captures your attention if you are familiar with the player as he looks very different in his new colours. It has been spoken about on the radio and sports news channels on television.

Critical Reflection

This PR was a good way to engage fans to get hyped up about the round 1 AFL season and to create an ongoing conversation between the two parties mentioned. It is definitely interesting to keep researching as both parties have different views on how the trade went down and even additional comments from Treloars partner who also gets involved.

It will be a huge game with both clubs’ supporters backing their teams for victory over this trade event.

Video: Treloar honestly opens up on 2020's mental health toll 3 days before the game.

Video below: Adam Treloar interview.

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WEEK 1: AGL to power Saints as official energy partner

https://www.saints.com.au/news/878135/agl-to-power-saints-as-official-energy-partner 

Introduction

Today (01.03.21) we started our first class with ‘What is Public Relations?’. 

“Public relations is anything that creates relationships, builds relationships, stimulates interaction or generates discussion or awareness about something.”

For my weekly submissions I will be answering a range of questions such as:

- What the PR activity is that they are analysing

- Who is leading the campaign and who is involved 

- What are the major PR tools being used

- Where they saw it and if/how they engaged with it 

- Critical reflection 

PR Analysis

In this article the St Kilda Football Club are promoting a new sponsorship with AGL being its official energy partner that will expand its St Kilda business’ network.

In the picture shown above there are a range of PR tools being used in this promotion such as the photograph itself and having the background of the MCG makes it seem important, having 3 star players from the St Kilda FC present and it was posted on both social media accounts.

I came across this sponsorship promotion through an Instagram post on their official page which led me to their website and then reading the full article in the news section.

This was a great way to lead readers to their site to find more information and it was simple to do.

Critical reflection

This article was clear and simple to give supporters or readers the bold message of a new sponsorship partner with AGL and how they are building the clubs professional network by adding this large organisation to grow relationships. The saints also state there will be upcoming energy deals to club members and fans who choose AGL. This is a smart way to get publicity and to utilise the club’s supporters for sales revenue.