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PR Activity 11th entry

What the PR activity is that they are analysing

The PR activity for this week is Reddit’s first ever sport partnership with AFL in launching a series of AFL-themed Avatar’s where fans are given the opportunity to personalise their own Avatar with Club gear, showcasing their favourite club colours. This was a Instagram post

▪ Who is leading the campaign and who is involved

Leader of the campaign is equally both the AFL and the popular social media news website, Reddit.

▪ What are the major PR tools being used

PR tools used is with the incorporation of AFL clubs and colours as ‘faces’ of reddit and a new way of Reddit users to identify themselves on their personal profiles. The use of engaging in the fun process of choosing your favourite colours and representing your team is also another tool used in promoting the activity.

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

This world first partnership was announced online through the AFL Instagram page which is where I came across it. Although if you are already a Reddit user it was advertised through the site which clear indication that it was a partnership with AFL. Users of Reddit are able to further personalise their profile in this way.

▪ Critical reflection

This PR activity, in particular the use of an Instagram post, was effective in displaying what the range of avatar’s users can chose from, including one of every club colours. The post received over 14,000 likes and 100 comments so it was engaged with well and meant it reached its target audience in AFL followers and Reddit users. What was not done well is to achieve its utmost exposure, it would’ve further advertised the partnership through an article on the AFL website.

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PR Activity 10th entry

What the PR activity is that they are analysing

This week’s lecture was about bringing the campaign to life and seeing the final product, so I chose to analyse the Launch of Legoland California’s latest attraction, ‘Ferrari Build and Race’. It is a partnership with Ferrari amidst their growing and already existent popularity especially in the Formula One industry. LegoLand have partnered with the global brand of Ferrari to create a new and exciting feature of their California Resort and hopefully attract more visitors to their park. This is an example of bringing the campaign to life as it is the launch of the long process of the campaign with Ferrari and now it is ready and open to the public to consume and enjoy.

▪ Who is leading the campaign and who is involved

It is the big name brand of Ferrari that is the partner in leading the campaign along with the Legoland brand, specifically the Californian Resort.

▪ What are the major PR tools being used

In this campaign there is a use of a launch event to promote the partnership, along with a short questionnaire from the President of Legoland, California Resort, Kurt Stocks, who summarised why this PR move was done. “On the heels of Miami’s Grand Prix, we know what a thrill the Formula 1 races can be, and we’re excited to give our guests a taste of that experience here at the Park.” A picture opportunity was found at the launch as well with those higher up involved were taken a picture of in front of the attraction.  

California News (2022). https://eglobaltravelmedia.com.au/legoland-california-resort-unveils-global-debut-of-worlds-first-lego-ferrari-build-and-race-attraction/

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

I saw this first as a post, multiple post from the official Legoland California Resort Instagram page. They had multiple countdown post to the opening of the attraction, so it made the promotion more frequently to pop up on consumers pages to interact with. The screenshot below is of the post that got followers to engage with the post by ‘commenting down below if you’re coming to the opening of the…..’ This was a way for consumers of both brands to further show their interest in the partnership.

▪ Critical reflection

This PR launch event overall put into practice what it means to bring a campaign to life as it was the final resolution of the process of putting it all together. I think it was well executed to not only attract existing visitors of the resort to try this new attraction but also expand their visitor numbers to followers of Ferrari or even Formula One fans in a broader sense. This was done through the many social media posts hyping up the attraction and this launch event to mark the significance of it existing now. It also will target the kids audience as well as the grown adults who are into their f1 and want to experience that. 

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PR Activity 9th entry

What the PR activity is that they are analysing

A few days ago, the gaming brand, Electronic Arts, or better known as ‘EA’ sports, put out an article stating that Formula One Driver, Charles Leclerc will be their ambassador for their upcoming release of their latest F1 game. Along with the release of the trailer for the game, EA will put Charles on the front cover alongside their other ambassadors, Lando Norris and George Russel. This works as an enticement to Charles’ fans, but also of the sport as he is a respectable driver and also will further promote the new game to Charles’ large following.

▪ Who is leading the campaign and who is involved

It is the gaming brand EA that is leading the campaign along with ‘Codemasters’ who have made the decision of who to put on the front cover. Whilst driver, Charles Leclerc is the one promoting the campaign and being the face of it.

▪ What are the major PR tools being used

The major PR tool being used is a photo with Charles (the ambassador tool) on the cover of the product they’re promoting (photo opportunity tool). EA have also researched into each driver and chosen Charles for a reason, his young, exciting and developing career, along with his impressive skills and fan base, shows why they chose him as the ambassador.

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

I came across this campaign on the Formula One app, in their latest news section. Additionally, Charles personally promoted this campaign with a short video on Instagram, followed by a lengthy caption detailing his enjoyment and use of the EA F1 games when he was younger. He finished off the caption announcing how he is one of the faces of the latest version, (as shown below).  

▪ Critical reflection

Overall this campaign was eye-catching and intriguing as it’s cover has the faces of three very exciting and new young talents. Along with this, EA have cleverly released it in the height of the season when F1 fans are caught up in the action so to become a part of the sport through this game is an ideal way to promote the game they are selling. Charles’ social media post also further engages his own personal fan base and audience to the product, which would be seen only beneficial to the PR activity as a whole. 

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PR Activity 8th entry

What the PR activity is that they are analysing

This week’s PR campaign is the German independent electric Car Manufacturer, .e.GO Mobile SE, and Football Phenomenon, Neymar Jr. Neymar has become their global ambassador and will be unveiling the company’s 2022 car at an exclusive event in Germany .

▪ Who is leading the campaign and who is involved

The German electric car company, e.Go Mobile, is the one leading the campaign as it is their car that is being launched.  

▪ What are the major PR tools being used

The tools that they are using in the campaign is the use of a celebrity ambassador in Neymar Jr, who is the biggest sports player in the world, so they would receive significantly more exposure of their launch compared to if they had a local athlete. They also highlighted that there will be an exclusive event that Neymar will be at as a major part of it, unveiling the new 2022 car. A photo was also taken of the global sports star with by himself and another with the announcement of the event.

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

I read an article covering this campaign on a news website and also was reminded of it on Neymar’s personal Instagram account, where the event was also heavily advertised.

▪ Critical reflection

The campaign overall, with the photo opportunity and article written, I believe was a well covered and shared campaign, especially given Neymar’s extensive fanbase. The idea of an event as well with the celebrity ambassador being at the forefront of it, makes it all the most captivating for fans of the player or followers of the company/and or drivers of their own e.Go Mobile.

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PR Activity 7th entry

What the PR activity is that they are analysing

The PR campaign I am analysing this week is the announcement of Formula One’s new 5 year Partnership with Salesforce which is which has ben put in place to ‘boost fan engagement and sustainability’.  

▪ Who is leading the campaign and who is involved

The leading organisation is the American marketing, customer-service and management Software company, Salesforce, who joined forces with the worldwide phenomenon of a brand, Formula one in a multi-year partnership deal.

▪ What are the major PR tools being used

Salesforce had proposed F1 with a plan to work together to further their work towards their (salesforce) goal of net zero emissions by 2030, by reducing F1’s carbon footprint. They’ve used the tool of research to help in the deal and delivered F1 with several ways this partnership will be a mutually beneficial PA relationship, including Salesforce’s promises of a boosted fan engagement. They’ve called it ‘Salesforce Customer 360 which will ��provide greater insight into and understanding of the F1 global fanbase and help inform behaviours, communication, and actions with our fans as they engage with the sport, while bringing them closer to the action than ever before” (Salesforce 2022). Another tool Salesforce have used is Fan incentives and activations, such as, competitions to win unique F1 experiences and also exclusive engagement opportunities like ‘Driver of the day’ voting.  

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

This campaign appeared on Formula One’s social media (Instagram) page, in three different forms. ‘Story’ post, a normal ‘grid post’ and also a sponsored post on the Instagram feed. There was link on all three posts that lead to more information on the announcement. This announcement, given how well-known Formula one is around the world, covered on several news websites and platforms.

▪ Critical reflection

Overall I saw this campaign as a mutually beneficial partnership between the two companies/brands. For Formula one, they will strongly benefit from being a part of Salesforce’s Sustainability goal as it shows F1’s recognition of a Worldly issue. Additionally, F1 are gaining assistance from a world-renowned customer service management company to develop their already large fanbase into a more interacting and engaging one. Similarly, Salesforce are benefitting from the exposure they will get to F1 significantly large worldwide fanbase. In this way, this campaign will be a successful campaign depending on what the fanbase and carbon footprint of Formula One’s will be in 5 year’s time.  

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PR Activity 6th entry

What the PR activity is that they are analysing

This week’s PR Activity that I came across is the campaign that the International Cricket Council and Cricket Australia are running for the upcoming Cricket World Cup in Australia later on this year. The campaign for the event has the tagline ‘This is the Big time’, meaning the pinnacle of world cricket. This week’s lecture topic was ‘milestones in PR’ and the thorough process of producing a successful PR campaign. This particular world cup campaign has stuck to a process and met a brief through the constant advertising and continuous promotions of the event.  

▪ Who is leading the campaign and who is involved

Leading the campaign is the ICC along with Cricket Australia, as Australia is the host nation of the World Cup.

▪ What are the major PR tools being used

The major tools used in the campaign were the faces of the best Cricket players in the world on their main promotional image. An advertisement showcasing what and who the event will hold (link provided below to the video). Furthering on from the TV advertisement Australian Batsmen Glenn Maxwell, New Zealand captain Kane Williamson and India wicketkeeper-batsmen Rishabh Pant star in a three-part series, to promote the event, ‘enlarging’ the players over city skyline using CGI to emphasise the scale of the event being worldwide participation and the significance it ‘dawns’ over Australian cities.  

https://www.icc-cricket.com/video/2471498

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

I came across this campaign on the Cricket Australia app as an advert scrolling through. The ad wrote ‘tickets now available’, so I clicked on it as it took me to to purchase tickets.

▪ Critical reflection

This world cup PR campaign is extensive and effective in its main purpose of promoting such a significant event. Through the various modes of media that the ICC and Cricket Australia have used along with their different uses of PR tools such as a video series with well-known player ambassadors and a captivating tagline in ‘this is the big time’. I believe they got the message of being a ‘big’ event across to the audience in their ‘enlargement’ of the players in the main promotional image. 

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PR Activity 5th entry

What the PR activity is that they are analysing

This week’s topic in class was the reason for PR, why it is used and how it complements the external communications of an organisation.

The PR activity I’ve chosen to analyse this week is Asics competition with Cricket Australia to win a Bowling net session with an Australian Bowler in relation to the Australia Vs Pakistan current ODI series in progress. If fans bought an ODI series shirt from the Asics website, they’d go in to the running to win an experience.

This is an example of what the reason for PR is as it is the external communication of what Cricket Australia wants as a brand, which is more attendance to games and further exposure of the team itself. Combined with the global brand of Asics, they can achieve this. 

▪ Who is leading the campaign and who is involved

The campaign includes the competition in the global footwear brand, Asics, and their partnership with the Australian Cricket Team.

▪ What are the major PR tools being used

The most prominent is the promotion and use of a fan competition to promote their own products and the main client that they are sponsoring. They used a photo of one of the players, Josh Hazelwood as an ambassador for the campaign to further the appeal of the competition.

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

I came across it as an advertisement on social media and saw the player as the face of the campaign. I also then went into the draw to win the competition.

▪ Critical reflection

In reflection, I saw this campaign to be eye catching and well done by Asics to get their brand name across again to a large fanbase in the Australian cricket fans, especially with the use of one of their star and well-known players in Josh Hazelwood. This campaign I believe is a great way for Asics to complement their already existing partnership with Cricket Australia as they’re refreshing cricket fans about their products by giving them a chance to win something in return. It was a thoughtful way to increase sales and expose their brand.

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PR Activity 4th entry

What the PR activity is that they are analysing

The Global consulting Business, Proviti, launched a ‘Birdies for meals’ campaign with Golfers, Matt Fitzpatrick and Jennifer Kupcho in fighting hunger with the partnership with ‘U.S. Hunger’ a non-for-profit organisation. Proviti will donate 1000 meals for every birdie made my Fitzpatrick and Kupcho.

▪ Who is leading the campaign and who is involved

As it is a yearly campaign, Proviti is leading this campaign as a part of their ‘I on hunger’ service program to fight global hunger. Matt Fitzpatrick and Jennifer Kupcho, both professional golf players, are also involved in this campaign with the role of brand and campaign ambassadors.

▪ What are the major PR tools being used

The major pr tools being used are the use of celebrity ambassadors; photos and video interviews with them.  

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

I heard of it through word of mouth as that person was exposed to it whilst watching a golf tournament and this was mentioned during the broadcast.

▪ Critical reflection

Overall I saw this campaign as a positive move from Proviti to not only promote their business but also make it known their awareness of significant global issues and their initiatives such as this program to combat those issues and make a change. It is a great look and idea to get to pro-golfers on board to further the exposure of their brand and the faces associated with it.

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PR Activity 3rd entry

What the PR activity is that they are analysing

This week in class we discussed the various theories of Public Relations, one of which is the Agenda Setting Theory that states Media influences what we see as news and prioritise what they want us to see. Kylian MBappé, universally known as one of the best Soccer players in the world, is now one of the Brand ambassadors for the Global designer Watch brand, Hublot. They were joined by famous photographer Ezra Petronio to shoot their newest campaign, ‘Creating a visionary future, future which is fused with the key events of our time... in this case FIFA World Cup’

▪ Who is leading the campaign and who is involved

Those involved in the campaign are World Famous Footballer, Kylian MBapppe, Designer watch Brand, Hublot and also heavily involved is the Photographer that shot the campaign and captured the message, Ezra Petronio.

▪ What are the major PR tools being used

The most prominent pr tools used is the Celebrity appearance/ambassador and a big one in fact with one of the best players we’ve seen in the sport., MBappe. Additonally, his photoshoot with also a very well-known figure adds only a positive impact on the succession on the campaign as a whole.

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

I came across this campaign on Kylian’s social media, Instagram to be specific, where he showcased his photoshoot and showed off the product. It was an effective way to promote the campaign given his extensive following on the platforms.

▪ Critical reflection

I think the Tools used made the campaign effective as it exposes the player’s millions of fans and supporters to the watch brand. The photoshoot was a brilliant way to not only showcase the product (watch) but do it on a well-known and recognisable face improved it for the better.

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PR Activity 2nd Entry

What the PR activity is that they are analysing?

Given that we studied the significance and use of PR tools and tactics this week in class, the PR activity I’ve chosen to analyse this week is the new naming rihts partnership between AIA Australia and the Collingwood Football Club with the club’s headquarters now being titled the ‘AIA Centre’. The article pictured above, is promoting the expanding of the already existent long-term partnership that AIA Australia already had with the Magpies women’s team.

▪ Who is leading the campaign and who is involved

Those involved is the organisation of AIA Australia, a life insurance company, and the Collingwood Football Club. Both parties had their CEO’s and higher up figures in the campaign, including captains of their Football teams, be involved in the launch and press conference.  

(Attachment below: The press conference and Q&A session hearing from all prominent figures in either party.  Source: collingwoodfc.com)

https://www.collingwoodfc.com.au/video/1075326/press-conference-aia-centre-announcement?videoId=1075326&modal=true&type=video&publishFrom=1646794431001▪

What are the major PR tools being used

The major tools being used in this campaign is most prominently a photo opportunity with the executive group from the Football Club, the Captains from each of their eight Collingwood teams, coaches and CEO of AIA Damien Mu also front and centre. Another tools they’ve utilised is a press conference, hearing from both CEOs ad all coaches on the new deal as well as a Q&A session at the end. The use of stronger public figures in the AFL and VFL (i.e. captains of the footy club) world is the use of the Celebrity tactic to gain more clicks and exposure to their campaign. The final tactics that this campaign includes is the incentive to Collingwood’s members who will receive up to $900 in credit is they were to sign up for AIA Health.

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

I came across this PR Campaign on the Collingwood FC website and saw through the cover image and title that the entirety of the Club was involved with it and not just the men’s or women’s teams.

▪ Critical reflection

In critical reflection I would say that this campaign was successful through the range of tools they used to effectively convey this notable news informing the members of the club and the general public of this monumental partnership. The cover photo with the recognisable and big names in the club along with CEOs was a valuable use of resources  as it draws readers into clicking on the article and being further informed if they see their favourite player as the face of it. The press conference especially was a key component to making this a successful campaign as we, as readers, hear more information of the process and what it means to the club. Having a bonus or benefit to the members of the club (the audience of the campaign) is certainly a powerful PR tool from AIA’s perspective to gain the followers and supporters in Collingwood’s large sum of members to their own company and give them something in return.

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PR Activity 1st entry

·      What the PR activity am I analysing

Self-proclaimed ‘worst team in the league’ (J.Kenmare 2022), who have reached rock bottom sitting on 26/26 losses, Cavaliers Football club, recently sent out a tweet pleading for the public to ‘help improve the team’ (CFC Twitter feed 2022) . They received two lifelines, one from former Football legend Jimmy Bullard who offered to assist them in the physical and training sense, and the Optical retail store, Specsavers, who saw it as an opportunity for a light-hearted comedic response, offering the team free eye tests to improve the players’ vision. Specsavers have now been put as the teams principal sponsor with their logo covering the front and back of the players uniforms and have also created a series of episodes documenting the teams progress to get themselves back into the competition.

·      Who is leading the campaign and who is involved

Specsavers are a British owned Optical Group who have chains across the world, including Australia. They offer Optometry services, eye tests as well as selling a range of glasses, sunglasses and contact lenses. They have approached the ‘worst team in the league’ (J.Kenmare 2022) . The Cavalier Football club is an Amateur football club that is located in the Northwest of England, Cheshire. They compete in Division two of the Manchester Football League and are currently the team sitting on zero wins in the league.  

·      What are the major PR tools being used

The major PR tools being used is the photo opportunity with the use of ‘celebrities’ being the team itself. In the Specsavers sponsorship they have now become the major sponsor on the teams’ uniforms, with their logo covering the front and back of their shirts. The logo placement makes the sponsorship the most prominent and visible part of the uniforms. They had a photoshoot with the team to showcase this. To add to the photo opportunity, Specsavers have created a youtube video series in which each episode will document the team’s progress and improvement within the season. (See below Episode one) Adding to using media as a tool, Specsavers employed the hashtag ‘#bestworstteam’ (Specsavers Twitter 2022) to further their campaign across social media platforms.

Free eye tests are also being offered to the players to ‘hopefully improve the team’s vision’ (J.Kenmare 2022)

https://www.youtube.com/watch?v=J7fwV-XywrY

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

I came across this campaign in the niche/novelty sport articles across news websites and was initially attracted to the title. ‘Worst team in the league’ (J.Kenmare 2022) is a clever way to grab the audience and get them to further engage with your article, wanting to know more out of intrigue.

·     Critical reflection

Upon reflection, from my first reaction I believe they succeeded in this campaign to get ‘clicks’ and as many eyeballs as possible as the title alone draws the reader in, ‘Specsavers sponsors worst team in the league’ (J.Kenmare 2022)  Thus, implying the team is visually impaired and needs assistants with such issues. I see it as not only very cleverly a subtle comedic campagin of an eye testing store to sponsor a team of highly skilled athletes, but also to give the players free eye tests as an offering is also just as genius to support their campaign. They’ve done this in a way that will attract the Cavaliers fan base and following to their own buyers, with large, visible logo and an incentive to the players of free medical service.