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Brandware Public Relations | Atlanta | New York | Los Angeles

PR Daydreams

December 27, 2012-Drillbits Blog, Strategy0

What do PR pros dream about? Fifty-two consecutive weeks on the cover of the Sunday New York Times Business section comes to mind. So do unlimited client budgets. Neither is likely to happen, but we can dream. And that’s just what we did. Brandware team members picked brands they’re personally passionate about and started thinking, “what if…” Here’s to a creatively-charged, may-all-your-dreams-come-true 2013.

Brand: OPI

The Idea: Cult favorite OPI nail polish partners with the NFL to create their largest collection ever: 32 colors representing every team in the league. Female fans can show team pride with colors like Suzi Goes to Titletown, Arizona Cardinal and Baltimore Brazen. To get the polish in (and on!) the hands of the most loyal fans of the Boys of Fall, OPI will host kick-off tailgates across the league during opening weekend – complete with food, drinks and manicure stations. – Kelly Nichols, Account Manager, Brandware Public Relations

Brand: Google

The Idea: It’s the ultimate internship. Soon-to-be graduates submit a one-page business improvement proposal to a Google microsite. The proposal presents an idea for making the company stronger or better. Crowd-sourced votes determine the top 10 ideas. Google chooses five finalists to present their proposal to CEO Larry Page, and one winner is chosen for an internship position. During the internship, the intern works with the leadership team to implement the idea, supported by Google resources. – Crystal Cooper, Account Executive, Brandware Public Relations

Brand: Gibson Guitars

The Idea: To highlight the iconic brand’s ability to produce beautiful music, Gibson gives unsigned bands who use their instruments the chance of a lifetime. Bands submit short clips of them rocking out on Gibson guitars and promote their entries through social media. Clips are hosted on a central website (and corresponding app), where fans vote for their favorite. The winners get a Gibson sponsorship and the opportunity to open for a lineup of legendary Gibson-sponsored acts at Nashville’s Ryman Auditorium. Footage from the exclusive concert is streamed live over the web, with all proceeds from the gate going to support music education. – Andrew Saluke, Account Supervisor, Brandware Public Relations

Brand: Chevrolet

The Idea: Imagine the surprise of consumers waiting at a bus stop when a convoy of 13 brand-new 2013 Chevrolet vehicles pulls up. Mark Martin, Danica Patrick and other famous NASCAR drivers roll down the windows and offer commuters a ride to work. It’s all well documented, of course, candid camera style – and footage is used for social marketing and advertising. Chevy donates the 13 vehicles to the “Fight Against Breast Cancer” campaign through their current partner, the American Cancer Society, at a fundraising event preceding a major NASCAR race. The 13 “fares” are invited to attend. 13 vehicles. 13 drivers. 13 ways to fight breast cancer. – Amanda DeMarcus, Intern, Brandware Public Relations

Brand: Southeastern Conference (SEC)

The Idea: A one-of-a-kind activity for the SEC FanFest, which takes place in Atlanta before the championship game at the end of the 2013 season. Instead of fans trying to kick field goals or throw a football through a tire, we’ll build a 14-hole putt-putt course with one hole designed for each of the conference’s member schools. Students and fans can submit their idea for a putt-putt hole themed after their team. Pictures, drawings or replicas of individuals’ ideas are submitted to a microsite during the first half of the season, then voting takes place on the SEC website and social media channels. The course is built and set up for the SEC FanFest. At a ribbon-cutting ceremony attended by winners and media, the captains of each competing team compete in a round of putt-putt. Video clips of the match are also shown on the big screen during the game and in TV commercials. – Lindley Presley, Senior Account Executive, Brandware Public Relations

The Brand: Frye

The Idea: Frye boots really are made for walking, and that’s what they’re gonna do – on a cross-country walk that retraces the trails of the early pioneers that trekked West outfitted in original 1860s Frye harness boots. Each mile logged by participants showcases the comfort and durability of authentic Frye boots, along with the American heritage and spirit of the brand. A digital daily log documents the journey and per-mile or segment sponsor opportunities allow the entire world to participate and support local charitable causes along the way. A special media kick-off takes place at the company’s flagship store in NYC, along with a Times Square takeover and send-off. Unlimited PR, social and digital marketing opportunities from start to finish. – Elke Martin, President, Brandware Public Relations

The Brand: PetSmart

The Idea: Regional “Beauty Contests,” in alliance with pet shelters in every market in the United States. PetSmart establishes “Rescue USA Beauty Pageant” on its existing www.petsmartcharities.org page with local-market pages. Each page features profiles of shelter dogs, along with 30-second “interviews” with each dog. (What would they do create world peace?). Site visitors vote for a “winner” and have the opportunity to make a donation. Each local market builds momentum through social media channels, while media relations focus on coverage with dailies and local TV (for example, in L.A., the meteorologist on the ABC station does a regular segment on dog rescue) to promote the contest. – Jeff Perlman, Vice President, Brandware Public Relations

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