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Week 12 - Collingwood launch the ultimate Collingwood insider competition

The final weekly market analysis focuses on the Collingwood football club running a competition for member to sign up early for the 2019 season..

This campaign is being run solely by the Collingwood football club in order to boot early take up of 2019 memberships.

The PR campaign they are running is offering a once in a lifetime opportunity to go behind the scenes at the grand final rematch against West Coast. this will include:

- An Insider tour of the main training session

- See the game form the coaches box

- Access to dressing rooms after the match

- Access to post game press conference

- 2019 Collingwood Gernsey

I found this promotion/ campaign whilst looking for the last entry for this particular assignment.

Was the campaign successful?  It is probably safe to say it was at it would drive passionate Collingwood members to get their memberships early and therefore make the club a solid revenue source as to build upon throughout the season as Collingwood don’ t really require a campaign to make people aware who they are.

This brings this assignment to an end.

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Week 11 - Cricket World Cup 2019 Launch with OPPO

This weeks weekly analysis is focusing on the launch event for the the ICC Cricket World Cup in England stating in June.

The entry will focus on the launch event for the Cricket World Cup which was held in Tobacco Dock, London.

The campaign focuses on one company and a major sporting event. Oppo are a fairly new mobile phone company and the event is the Cricket World Cup.

The PR tools they used where to hold a launch event that worked two fold first as the launch event for the ICC World Cup and second it was to introduce Oppo as a mobile phone provider in the English market. They also used the event as a press conference for the launch of Oppo. 

I came across the campaign looking for World Cup Highlights for another assignment and came across this video of the launch event.

I feel that this is expected to raise the profile of Oppo for mobile phones more so that the Cricket World Cup because most Cricket are already well aware that the event is taking place and where it located so this will act more as an event to launch a mobile phone that the Cricket world Cup

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Week 10 - Carlsberg goes red for Liverpool FC

This weeks market analysis comes from a story on prexamples.com and it is about that famous beer brewer Carlsberg are changing from their traditional green bottles and labels to a red bottle and label to celebrate their 26 year association with Liverpool FC.

It also is about Carlsberg using a red barley in the brewing of the beer as well.

This can be seen as and event or a stunt to as mentioned reflect the 26 year association with Liverpool.

There are two major companies involved they are Calrsberg the brewer and Liverpool FC who are one of the most supported football teams in the world.

The tools of PR that are being used are the stunt as these are limited edition bottles and they where launched at Anfield (home of Liverpool) which produced excellent photo opportunity.

Above it the image of the new product that was taken at Anfield to launch the product.

As stated at the beginning of the article this was located at https://www.prexamples.com/2019/05/carlsberg-go-red-in-support-of-liverpool-fc/ and it is also on the Carlsberg YouTube channel.

Unlike most of these campaigns I fail to see how this can fail because it involves two very popular products. Beer and Sports and one of the most well supported football teams in the world. The campaign is well presented and covers a lot of bases where it could strike a problem is with supporters of other football teams that are Carlsberg drinkers but they can still purchase the original Carlsberg.

The above video is accompanying the launch of the product.

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Week 9 - Adidas - Run for the ocean

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A post shared by adidas (@adidas) on Jun 3, 2019 at 8:14am PDT

This weeks market analysis is looking at something a little different it is focusing on a apparel company Adidas using their significant social media reach as part of a campaign to lead to a cleaning up of plastic form the oceans because as it stated in the video ‘Soon there will be more plastic in the ocean than fish.’ 

So this campaign is about raising awareness of the issue and getting people to pledge 1 dollar for every kilometre run. with money going to Paisley Ocean School.

The campaign is being run by Adidas using their social media pages and making use of their ambassadors across different sports such as David Beckham and Mohammad Salah as well as Alexander Zverev among others.

The major PR tools used are a call to action to run for the oceans as well as registering to run on the Adidas web site. As well as making use of thier ambassadors and their global reach.

I first engaged with this promotion when I came across it on my Instagram feed and then saw the video above.

Will this campaign on its own remove plastic from the ocean? I don’t think so

However, they will bring attention to the issue to sports fans and fans of the athletes and celebrities that are featured in the ad and make them aware of the issue and hopefully raise some money to go towards the problem but their is a risk that the message will be lost by the stars that are in the campaign.

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Week 7 - Nike and their Dream Further Campaign

This weeks market analysis will look at Nike and their new soccer commercial revolving around the upcoming Women’s world cup in France in June/ July 2019.

The campaign is encouraging all people (especially women and girls to follow their dreams especially in sport as it is a nike add after all.)

The video in question runs approx 3 minutes on YouTube and their are several smaller versions starring the Nike Stars are uploaded onto Nike Instagram account. 

As you can see sporting company involved is Nike as well as many of the star players that will be competing in the Women’s world cup in France this includes Australia’s Sam Kerr.

The main PR areas that are being used are the use of the World Cup ambassadors who are also signed to Nike contracts and these cover all the major markets and all continents that are competing at the World Cup.

Nike have also used a hashtag #justdoit which it uses for all of it’s campaigns.

The world cup ambassadors for Nike also feature on the Nike social media and their own personal social media pages.

I first saw about this campaign on a English website for PR campaigns called 

https://www.prexamples.com/category/sport/

I feel this campaign will be successful for Nike not because of the ad being for the Women's World Cup but because it is a Nike ad and it will help them sell their apparel and not specifically the World Cup also from a personal point of view besides Sam Kerr who plays in Australia I couldn’t name another player in either the Australian or other international teams. So this may not be a great sucess for these players outside their own countries.

Below is the video for the PR campaign Nike Dream Further

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Week 6 JLT Mark of the Year promotion with the AFL

This weeks folio entry is around the JLT mark of the year with the AFL how this contest works is that people are invited to vote for their favourite mark of every week of the AFL season. 

The main partners in this PR promotion are JLT who are an insurance company that has worked with the AFL for many years and is also the major sponsor of the pre-season games played all across the country. and the Australian Football League who are the most popular professional sports league based in Australia.

The major PR tools being used could be said to be ambassadors in the form of the AFL players who are selected every week for the mark of the year.

This competition was located on the social media of both JLT and the AFL and it brought you back to the JLT Facebook page where you can vote for the winner also the weekly winners can be found on YouTube on the AFL channel every Tuesday of the season also these are located on the AFL website itself.

The above video shows the nominees for this weeks mark of the week.

This can be seen as successful because it is raising the profile of JLT and this is possibly the main reason that JLT became involved in the mark of the year this competition is also one of the most debated and discussed among AFL fans so to be attached it an excellent way to promote JLT to a wide range of different fan bases.

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Week 5 - Melbourne Ice - Onesie Saturday

The Melbourne Ice (of the Australian Ice Hockey League) held their regular Onesie Saturday competition this week where fans are encouraged to come to their home games dressed in onesies and to enter the competition via a gold coin donation with the proceeds going to Ronald McDonald House.

The PR activity that I am analysing it a competition that is open to fans who attend Melbourne Ice games and pay the gold coin entry fee and then are dressed in a onesie. What the fans are required to do is to tag them in their social media photos to have a chance to win the hashtag involved is  #tempurmelbice  #aihl  #icehockey  #melbourneice  #tempuranz #onesie

Melbourne Ice are the organisation that is running the PR promotion along side their major sponsors Tempur mattresses and charity partner Ronald McDonald House as well as Hoyts Cinemas who are providing the prize for the winners of the competition.

As stated in earlier in the piece the fans and myself can engage with the stunt/promotion via the Melbourne Ice social media.

It is hard to tell if this PR stunt/competition has been successful in that in isolation it is hard to know if this has increased their attendance compared to other games and also it can be stated that these Saturday games may get more attention than their other games. At time of posting this competition received 32 likes and 6 shares.

The above photo is a photo of this weeks winners of the onesie competition who have one 2 Hoyts movie tickets.

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Week 4 - Melbourne Storm getting members to select their 2020 membership gear.

For the PR folio I have focused on the Melbourne Storm who are currently running a PR stunt/campaign where on Facebook and social media Melbourne Storm members are given 4 options with which to select what apparel they will receive with their memberships next seasons.

The Melbourne Storm are the only organisation that are involved in this promotion.

They are running a PR campaign using social media mostly in the guise of research as the more votes that are received that particular package will be selected to be the apparel given away with the 2020 memberships next year this information can then be used by the organisation to help guide the Melbourne Storm in where to go with the merchandise for sale at next years games.

This was located on the Melbourne Storm Facebook Page and on their other social media directing fans to the Facebook page. 

I believe when this to be a good PR campaign as firstly it gives the members a feeling of getting a say in what they are to receive with their membership pack and as stated earlier it also provides the organisation with valuable information in what the members want in terms of the merchandise that is available for sale in terms of design and colour of the products and this is very valuable information as it will prevent the club from producing merchandise that will be difficult to sell.

The image above shows the four options that members have to decide what they will receive with the 2020 membership.

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Week 3 Sydney Swans make Nelly’s dream come true

This week the Sydney Swans with the assistance of the Starlight foundation help the dream come true of a little girl in the Northern Territory named Nelly who wished to go through the banner with Sydney captain Josh Kennedy. This wish came about through the Sydney Swans where approached by the Starlight Foundation to make Nelly dream come true.

As stated the main organisation involved are the Sydney Swans, Starlight foundation, the Northern Territory children's hospital and finally Josh Kennedy who all obviously agreed to take part.

The PR tools being used where several including ambassadors Josh Kennedy, this event was posted on all of the Swans social media and on their own website.

I engaged with the event by locating it on the Sydney swans YouTube channel and through e-mails received by being a swans member.

This PR event is successful because it shows the Sydney Swans as more that just a football club who are solely focused on winning on field they are endeavoring to be a good social citizen. This could be seen as more important this year as the Swans are struggling to win games on the field for the first time in many years and events like these may assist in keeping supporters interested when the team is out of finals contention.

As of posting the video has however only been viewed 228 times so to be considered truly successful this number needs to increase.

This is how the story appeared on the swans website the video is the same as the one on the SwansTV YouTube channel.

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Week 2 - Toronto Maple Leafs and Reliance offer a chance to win 2 tickets and a meet and greet with Darcy Tucker

The second entry is a PR campaign that is being utilized by Reliance who are a heating and cooling installation and maintenance company in Canada who are offering a chance for one of their customers to win 2 tickets to a 2019/20 regular season game (next season) a signed Leafs jersey and a meet and greet with Darcy Tucker who is a former Maple Leafs player.

The main driver for the PR campaign is the use of an ambassador Darcy Tucker who appears in all social media and in the YouTube video as well as the social media for Reliance as well as where I located the campaign on the Maple Leafs Social Media.

It is hard to gauge the success of this campaign at this time as it runs for several months before a winner is announced but as on time of selection it has 43 comments and 27 shares this would not be considered a really successful start.

Above is the YouTube video that features the ambassador for the campaign former Maple Leaf Darcy Tucker.

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Week 1 Intro to PR - Toronto Raptors fan surprised with NBA finals tickets by Trufan

The Toronto Raptors have teamed up with start-up Trufan to assist Raptors fans with getting finals tickets that have reached prices of $30,000 (CAD) for court side and $700 for nosebleed section.

The story of the video is about a mother and son named Lincoln who have been raptors fans for many years as Rowanna moved to Canada from the Philippines she was asked several questions as to why she and her son should be given the tickets she mentions that Lincoln has been a lifelong fan and that game 1 co-insides with Lincolns 10th birthday.

The video follows the two of them to the game and shows them at the game in their seats. 

The campaign is run by Trufan and the Toronto Raptors as a social media competition where entrants described why they deserved the two tickets. Rowanna and Lincoln where the winners.

The major PR tools used where social media for the fans to submit their entries and then the winners where filmed and it was shown on the social media of both Trufan and the Raptors.

I first saw the promotion on Facebook and thought it was an ideal example of what a PR campaign could be.

However I feel the PR has succeeded for one organisation and failed for the other. First it has succeeded for the Raptors as it gives them some good PR by giving some of their very valuable finals tickets to die-hard fans.

On the other and the PR stunt failed for Trufan as I only knew of them as a startup and after watching the video I still don’t know what they provide or do. This is a basic failure of PR. You would at least expect to be aware of who they are and what they do.

Link to video: https://www.facebook.com/TorontoRaptors/videos/2208741895911557/