At Sainsbury’s HQ, the team came up with yolk free eggs, we had a good giggle mocking up the packaging and our social media team conjured up a nifty little graphic about the benefits of such eggs. Continue reading “My April Fools’ round-up and a closer look at live streaming in journalism and customer service”
Christmas in a Day: I grew up with Christmas in the tropics, a plastic tree, a Nativity that we assembled every year. On Christmas Eve it’s always mum’s super-special, home-made salmon pate and deviled eggs and other tasty cold cuts before we all rip into our presents (yes, in Germany it’s the Christkind that brings the presents, and as with many things in Germany, the Christkind is efficient and delivers things a day before Santa gets around to homes in the UK).
I’ve had the pleasure of celebrating Christmas with @tomparker81 and his wonderful family – who introduced me to the wonders of a cheeky Baileys (or three) before Christmas lunch. Then there’s my lovely future in-laws who – year after year – look to get the biggest Christmas tree available. Last year, my brother came over to London from Berlin and we celebrated Christmas by watching some festive footie and heading off to the pub for a Christmas lunch.
The point I’m trying to make is that every family has their own tradition and way of celebrating Christmas and that is exactly what Sainsbury’s have highlighted in their stunning new TV campaign for the festive season, the film Christmas in a Day.
From the fantastic kid, to the radiator keys, to Twitter’s new favourite, Spreadsheet Man – these 3:30 minutes are full of laughs, giggles and right at the very end, it takes such an emotional turn that I still well up.
The full length film airs on 29 November on YouTube and who knows, it might become a Christmas tradition in some households across the country. If you can’t wait until then, there are some more trailers on Sainsbury’s Christmas hub and there’s a great blog post by @MarkJGiven on the story behind the campaign and how it came about.
Right, right, right… what about the reaction then?
Monumental would be one way to describe it. I was lucky enough to be invited to AMV’s offices for a little launch party for the trailer’s first airing on ITV – taking up the entire ad break on Coronation Street.
It was brilliant to have a room full of chatty, happily knackered advertising, comms and marketing people from AMV, PHD, Blue Rubicon and Saino’s go quiet when the ad started – only then to hear them gasp, woop and cheer at the immediate and massive reaction to the trailer on Twitter.
A quick look at the Buzzgraph for mentions of “Sainsbury’s Christmas ad” shows that words such as “emotional”, “amazing”, “tears”, “crying”, “lovely” and “cute” are being used in combination with the clip.
There are also some rather high profile fans…
… but the star of the trailer however has to be Jonathan ‘Spreadsheet Man’ Proud who has clearly struck a chord with a lot of viewers:
Some people would be happy to have him over for Christmas
And it wasn’t long until people were calling for the actual spreadsheet
For those who are interested, The Telegraph’s @Steve_Hawkes has the details
The Co-op were very happy to have spotted some of their Christmas puds in the Spreadsheet Man bit – leading them to tweet our ad to over 30k of their followers.
The Saino’s response was relaxed…
… but Ian Burrel from the Indy said it best in his piece titled “Why Sainsbury’s featuring Co-op items is a triumph for Christmas adverts”
“In the manipulative world of modern television – where content is so often subject to the brand police and the political spin doctors – it’s nice to know that the “real life” footage used in Sainsbury’s Christmas in a Daycommercial is just that.”
Proud to be a part of it
Some of the most powerful responses though have come from our own colleagues. Not only is their reaction overwhelmingly positive, but colleagues from around the country are saying how proud they are to be a part of Sainsbury’s. I think it’s a testament to Sainsbury’s Internal Comms team and to all those lucky few who were able to go along to Sainsbury’s annual colleague conference two months ago to be among the first in the company to see the footage and NOT SAY A WORD about it and that the story didn’t leak.
Bloggers – full disclosure: Last week, I wrote about why we work with bloggers at Sainsbury’s. Interesting then to see a post on the ASA’s website reminding bloggers of the advertising guidelines that “any blogger who is paid to write positive reviews or comments about a product or service that they must be up-front with their followers by making clear that it’s advertising.” Turns out the ASA has been receiving feedback from bloggers that some social media and PR companies are “apparently offered them money to advertise on their behalf while encouraging them not to declare that they’re doing so.”
Who’s in trouble when this happens?
“Under the Advertising Code, although the blogger would be named as part of any ASA investigation into misleading advertising, ultimately the buck would stop with the advertiser. If a paid for entry on a blog wasn’t disclosed we would investigate the advertiser and hold them accountable.”
So, be good and encourage the bloggers you work with to clearly note what kind of incentive they received from you.
Custom Timelines: Storify took a deep breath this week when Twitter announced a new feature that allows you to build a Twitter feed by picking certain Tweets. The interface is still very clunky and basic functions like sorting these so called custom timelines chronologically doesn’t yet work (or at least I couldn’t figure out how to do it) and it seems to only work via Tweetdeck – but, it’s a move in the right direction and one that I think will worry Storify (aka the social curator’s tool of choice).
So, what can you do with them? Well, the chaps at Twitter have pulled together a custom timeline of, yes, you guessed it, custom timelines!
How much does Twitter owe you? Time built a wee calculator that analyses your Twitter handle and determines how much Twitter owes you after their IPO (if you lived in imaginary fairyland then you might have a case – sadly, this is just a silly tool). Apparently I’m owed a meagre $134.
Twitter is a weird and wonderful place: Sometimes, the stars align and people come together and create something wonderful. Even if it was started by @TescoMobile, this is up there with best Twitter thread of the year (and yes, you need to open this link in your browser to appreciate why this is every social media manager’s dream).
Tumbling Tesco: Continuing on with the Tesco theme, this week sees two brilliant Tumblrs about Tesco. First there’s ‘Worst Place on Earth‘, a masterpiece of Comic Sans and ALL CAPS outrage at the horror that is the Tesco Express in Haggerston and then we have the direct opposite, a love letter to the St. Tropez of Tesco Express in North Poole.
New technology: A marvellous list by XKCD of simple answers to questions about how the next big technological development will impact our lives.
Video of the week: Jean Claude van Damme helps Volvo demonstrate the precision steering capabilities on their lorries by pulling off this epic split. And yes, it’s all real.
We start with what for me was the biggest story of the week: Instagram’s terms of service über-fail. Hipsters, cappucino and selfie photographers the world over freaked out on Tuesday, when Instagram allegedly announced it was planning to sell the crappy, filtered, rectangular photos of people’s lunches to faceless corporations the world over.
I admit, I too had one foot on the InstaBashing bandwagon. But I wasn’t the only one. Users deleted their accounts, articles about how to remove all your photos from Instagram were popping up everywhere (mainly linking to the rather useful http://instaport.me) and the Guardian made the point that: “Instagram makes you the product” – but failed to realise that this is true of most other social network/platform/app out there).
So why the InstaRage?
The BBC’s technology correspondent, Rory Cellan-Jones, put his finger on the main issue: “Real story on Instagram is incompetence (again) of Facebook in framing its privacy policies. Don’t think they’ve any plans to sell photos but they should have made that clear in the t&cs.”
But I think that the second element is one that Paul Ford started writing about waaay back in 2007, when he talked about the web being a powerful platform for people to voice their discontent for then they had not been informed of changes relating to their lives. “Why Wasn’t I Consulted, is the fundamental question of the web. It is the rule from which other rules are derived. Humans have a fundamental need to be consulted, engaged, to exercise their knowledge (and thus power), and no other medium that came before has been able to tap into that as effectively.”
Facebook changes settings, removes features, even redesigns their website without consulting their users. And you can understand them – they simply wouldn’t get anything done. Instagram though are a lot smaller than Facebook. They haven’t reached that point of total domination where – if you’re not on Facebook you basically do not have a social life.
So I think the combination of incomprehensible and confusing legalese and not even making it seem like they care about their users privacy led to Instagram losing even more of that loveable upstart karma they started to lose when they were acquired by Facebook.
In other news this week, The Mail Online cracked the 7 million daily unique browsers mark. Guardian.co.uk comes in at just under 4 million and Telegraph.co.uk at just under 3 million. Meanwhile, CIPR looked at the top newspaper Twitter accounts and found that the FT had the most followers, The Telegraph tweeted the most, The Sun received by far the most retweets and The Guardian receives the most replies.
In what Marketing Week called “a shift in social strategy”, Tesco this week launched their first Twitter campaign that encouraged users to pull virtual crackers by tweeting the hashtag #pullacracker. Followers who reply using the hashtag will be sent a unique link to an animation showing a cracker being pulled and revealing their prize. http://www.tescopullacracker.com
Jamaican beer Red Stripe teamed up with director Greg Brunkalla and Hirsch & Mann) to transform Best Supermarket on Kingsland High Street into an interactive music box, where products were rigged to create a plethora of instruments – a food can xylophone, jumping box drums and clinking bottle bells to name just a few. The finished clip has been viewed over 350,000 times (make sure you also check out the making of clip).
Buzzfeed have again done a great job of pulling together 5 of the best PR/advertising stunts of the year. The entirely epic Red Bull Stratos features, of course, but the other 4 aren’t to be sniffed at.
In a series of short webisodes (Fresh Meat fans will be amused) the cheeky buggers at Google look at what what bad web practices look like in real life – using the example of supermarkets. The point being: if it is annoying in real life, you can be sure that it is also annoying when shopping online.
The London Fire Brigade might actually want you to tweet about a fire before leaving the building, after it announced that it is looking to set up the world’s first 999 emergency Twitter feed. Given the amount false positives I see every week about fires at Sainsbury’s, I suspect (hope!) that it’ll be a while before this is implemented.
Starbucks are still having a rubbish time: not only was their #SpreadtheCheer Twitter campaign hijacked, the tweets were displayed on a big screen at the Natural History Museum. Ouch.
A different look back at the year: Spotifiy’s Review of the Year, with the top 100 tracks by country. Gotye’s Somebody that I used to know at no.1 in the UK. For shame.
And finally: the entirely NSFW ‘Epic Chef’, a new online cooking show from the deranged geniuses behind Epic Meal Time. This is totally and utterly mental. One of the secret challenge ingredients is a “mother-expletive-deleted case of bacon”. One of the contestants opens a jar of mayo with a chainsaw. Just watch it.