Adidas have launched a new pair of football boots, and with them, a campaign graced by none of the world’s best footballers. Seriously. Adidas sponsor the World Cup 2014 winning side and they don’t include any of them? Instead they bring back Suárez despite having distanced themselves from him due to his ferocious appetite for Italian. Continue reading “Adidas embracers the haters, the future of PR and how often do you look at your phone?”
Another update on a Sunday – mainly due to being pre-occupied with Arsenal finally ending its 9-year-wait for silverware. And how brilliant is it to then have them win The Wenger Double of the FA Cup AND Champions League Qualification? The Gunner’s cup truly runneth over…
Right is pink, left is blue
On Wednesday this week, the image above popped up in my Facebook newsfeed. Posted with nothing more than a mysterious smiling emoticon by a good friend who works at Puma, it caught my attention.
Was it a way to help footballers remember which boot goes on which foot? I suspected there was more to it.
Off to the Google I clicked and landed on a Mail Online article published that same day: Arsenal’s boys look pretty in pink ahead of Hull FA Cup final (not only pretty in Puma pink, Santi’s new boots obviously helped him score this belter and Giroud’s new boots helped him set up Rambo’s glorious winner with this cheeky back heel).
The article had some images of Arsenal players Giroud and Flamini wearing mismatched boots, where the left one was blue and the right one was pink.
While an assault on the eyes, it did quite quickly then solve the mystery of why Puma had decided to give its flagship store in London’s Carnaby street a bit of a make-over ahead of the FA Cup Final.
Also embedded in the Mail Online article, the video celebrating the release of Puma’s new evoPower and evoSpeed boots.
Replete with international superstars Fabregas, Reus, Aguero and Balotelli, a rousing speech about believing in yourself as said stars are cheered on their walk through pink and blue coloured smoke – lots of smoke – into a stadium in their new boots, the clip takes a rather different approach than Nike’s action packed #RiskEverything approach that launched last month.
But back to Puma’s effort – the clip ends on the hashtag #StartBelieving – which, when I pulled it up on Twitter, delivered messages by the stars of the film as well as other Puma footballers.
No mean feat to get anybody to stick to the script, not to mention an embargo – no matter if it’s a journo of footballer. So kudos to the Puma marketing team for pulling that off.
To complete my brief look at Puma’s superbly executed, multi-channel launch of their new boots, I’ll finish on Puma’s campaign page where you’re driven to purchase the new boots as well as other Puma kit as well as voice your social media support for the different Puma-kitted players and nations.
Well played, Puma.
A cheeky case study on Econsultancy about how Cancer Research UK went about reacting to the recent #nomakeupselfie to drive a huge increase in text donations caught my eye this week. It talks a bit about how they are set up to make it happen and mentions two rather nifty techniques used in agile software development that help teams deal with change and by enabling them to reprioritise and shift resources quickly and effectively.
- Stand up meetings: daily meetings where everyone stands up (no surprise there) and update on what they did yesterday and what they’re doing today. The fact that you’re standing up keeps meetings short and you have a good idea of what people around you have achieved and what they’re working on next
- Kanban boards: a just-in-time business process originally from Japan that visualises workflow to show what is coming up, what is in progress, and what is done
The golden age of bullshit
Marvellous talk by @AdContrarian Bob Hoffman positing that everything you’ve heard about advertising in the last decade is baloney. He states quite clearly that he intends to achieve three things: contradict everything you’ve heard about advertising; annoy you; and to leave the listener a little less comfortable and a little more skeptical.
He doesn’t mince his words either. To the people who think that consumers are in love with brands, or who have things like ‘I’m passionate about brands’ in their Twitter profile and actually believe that people on social media are there to talk about their brands, he says: “What? Dude, get a fucking girlfriend.”
So please, take some time out to listen to Bob and his eloquent rant against bullshit and his plea for all of us to return to the facts.
Bits and bytes
- Stanford and Facebook have published a study called ‘Rumor Cascades‘ full of advice for public bodies on how stop the spread of misinformation on Facebook. @HelReynolds wrote a great summary in the Guardian and the full study is available for download via Facebook Publications
- New to Twitter? The lovely @girllostincity has a fabulous guide to Twitter etiquette
- To launch their new album “Ghost Stories” Coldplay’s marketing team launched a good old treasure hunt to win some exclusive memorabilia
- The crazy shit people search for on Google: from how to hide a body, whether or not Lady Gaga is a man, to people using Google to search for the phrase “how do I use Google”. The mind boggles
Videos of the week
David Beckham, Sainsbury’s Active Kids ambassador, made a surprise visit to his old primary school in East London for first time since leaving 30 years ago. He meets the school football team who are off to play at Wembley, joins in at lunch time and catches up with lots of very excited kids.
Crass marketing or genuine gesture? To give labourers in the UAE a few extra minutes of happiness, Coca-Cola created the Hello Happiness Phone Booth — a special phone booth that accepts Coca-Cola bottle caps instead of coins for a free 3-minute international phone call, helping them connect with their families back home more often.
Viewed in isolation, a heart-warming clip – but knowing even a little about the working conditions of labourers in the UAE and the decision to use them as a marketing hook does look like a ballsy (silly?) move. The campaign has been met with strong criticism in the the comments below the film on Coke’s YouTube and on Twitter (via @richmelton).