2013 in review – Top 20 PR campaigns and stunts of the year
By Rich Leigh on Friday, December 20, 2013
This PRexamples.com round-up is kindly supported by Taylor Herring – in their own words, ‘purveyors of fame and viral content’. They do smart, creative PR work – and although saying nice things wasn’t part of the deal, it’s important to note here that I’ve only ever advertised companies I like and that are relevant to readers.
If you’ve just come here for the examples, skip this next bit. Honestly. I’m a bit of a rambler, you see. I just know I’m going to be that old codger at the bar incoherently muttering about this and that, whilst seemingly drinking from the same pint you saw me supping on three hours earlier. So, yeah, skim until you get to the next bold bit, it’s probably for the best.
You decided to read this bit, then? We could be, or probably are already, friends.
This site launched in late-January 2012, so is soon to enter its third year and, going out on a limb here, with 30,000ish unique visitors most months and aware as I am (or was) of other UK-based PR blog unique visitor stats, I *think* it might just about be the most popular PR blog. That is based in the UK. And that is independent.
Whatever you make of that likely entirely untrue proclamation, I’m pretty proud of what this site has become, especially as when it started out, in one of the first ever proper posts, I listed some of my failures to that point as a sort-of ‘this is probably going to fall by the wayside at some point’ pre-emptive move and set out the mission statement, which is still pretty much adhered to. I am also hugely appreciative of our constantly-growing contributor-base (200+ and counting) and am megachuffed that thousands of people use it to see what others in the industry are doing, for inspiration, to find case studies and generally to be entertained by the output of some of the brightest marketing minds. Thanks to everybody that supports the site by reading, sharing and posting. I do have fun doing it.
There have been more than 550 posts in 2013 (so far) by PRexamples contributors, averaging 46 posts each month. As such, a list of the top 20 hardly does the great work done within the industry justice, but it is what it is.
The examples are ordered by the number of times each post, all previously featured on PRexamples.com, has been read, giving as accurate an estimation of popularity as any other metric. The link in each title takes you to each post.
Before I forget, if youwould like to receive the best PR stunts/campaigns of each week, directly to your inbox (sponsored by DWPub), click here to subscribe (there’s also a box to the right that does the same job).
Without further ado (and there’s been a lot of ado), I bring to you…
– The Top Twenty PR and marketing campaigns and stunts of 2013, in reverse order… –
20. Alton Towers 3D art lift stunt ‘shocks shoppers’ – A stunt created to ‘test people’s likely reaction’ to the then-new ride Nemesis Sub-Terra, in which an artist’s 3D illusion gave the impression the floor of the lift had collapsed. One of a number of ‘prankvertising’ stunts we saw this year.
19. Virgin Atlantic take over park bench in NYC to give public ‘taste’ of the flight experience – Sir Richard Branson’s airline took over a bench in Manhattan and gave those that chose to sit on it ‘a taste of the Virgin Atlantic experience’, which meant a series of individual and brilliantly choreographed surprises.
18. Durex launches ‘Fundawear’. Letting couples touch each other over the Internet! – boxer shorts, bras and knickers were fitted with mini-vibrators to allow users to ‘touch’ each other from miles away. Post by Twelve Thirty Eight’s Inderdeep Gill (for more information, we also ran a ‘Behind the Campaign’ guest post by the team behind this stunt from Frank Australia – read it here)
17. David Beckham Runs Across LA in His Pants for H&M – to launch his H&M range of boxer shorts, David Beckham gave women all over the world what they wanted by prancing around in his undercrackers. It clearly worked; legions of people every month still wind up on this page having searched for Golden Balls’ golden balls. Post by WPR’s Zara Free
16. How the world of PR reacted to Sir Alex Ferguson’s retirement – a look at reactive stunts executed to piggyback on the ex-Manchester United boss’ retirement.
15. Fanta unveil world’s first tastable print ad to promote new ‘more orangey’ flavour – in what Fanta claimed to be a world first, ads were created that tasted like their new flavour. Odd, but still pretty smart.
14. ‘Best bus stop ever’ – public surprised whilst waiting for a bus – to promote the message that ‘life is better with mobile’, here’s Qualcomm with a tamer telecoms-take on Push the Button
13. Burger King Bravely Changes Name to ‘Fries King’ to Launch New Product – Burger King decided to have a ‘rebrand’. Also worth having a look at this stunt involving Wi-Fi-enabling 8 foot fries to promote it. Post by student Ciaran McCormick
12. Coca-Cola ATM gives away free money, asks people to use it to help others – free money sounds the same in any language, so this (genuinely) nice stunt by Coke in Spain worked on many levels. Post by Twelve Thirty Eight’s Inderdeep Gill
11. Paddy Power sends giant ugly babies around London in royal birth stunt – amidst the legion of royal baby stunts, this one stood out. Bookmaker Paddy Power sent four creepy-looking man babies around London, posing in front of various landmarks as they did so. The branding is subtle, but it’s nothing less than what we’ve all come to expect from the brand. Post by WAA’s Alex Mansell
What? – Not so much a stunt or campaign as a method to deliver news to journalists and, by given how much this was shared, the wider public, too. Though it’s entirely possible it was just one of those ‘done to get a pat on the back by PR chums’ efforts.
Who? The Corner Shop PR
Who? Alton Towers in-house team and Cake PR
What? You read that right. A hotel. Made. Of. Cake. This campaign to promote a new range of Tate and Lyle sugar took 14 artists almost 3,000 hours of baking and decorating time, using more than 600kgs of sugar. Post by JML’s Jonathon O’Connor.
What? A Google Street View/microsite Easter campaign offering visitors the chance to win MaltEaster chocolate bunnies, and a Samsung Galaxy Tab 2S for those who find a special golden egg. Post by WPR Agency’s Jade Mansell
Who? Tesco’s social team
What? So, Snickers is still going stro– well, it’s still going, with its ‘you’re not you when you’re hungry’ marketing campaign/brand message. You know, the one that got them in hot water when celebrities were clearly paid to tweet but didn’t declare it, Anyway, this campaign was actually pretty clever, tying search marketing and PR into one neat package. Post by WPR Agency’s Jade Mansell
Who? AMV BBDO
What? One of the most popular posts on the site since ‘Push to Add Drama’, this secret camera stunt certainly got people talking about the upcoming Carrie remake. Earlier this month, it was named as the 8th most popular YouTube video of 2013.
What? A nice Hallowe’en stunt I since found out WAS supposed to stay secret for longer than it did, but for a certain fame hungry, machine-dwelling, wannabe-comedian’s efforts. Still, didn’t turn out badly for Kellogg’s AT ALL.
Who? Boys & Girls
What? Reacting to the model formerly known as Jordan’s public complaints about her honeymoon, Sandals Resorts offered her a full refund, with one humorous condition…
Who? Sandals in-house team
What? A brilliantly cheeky effort Pepsi that proved incredibly popular, despite being one of the least expensive executions in this list – note the ‘Cola Coca’ text on the cape. Post by WAA’s Alex Mansell
Who? Buzz in a Box
What? A great stunt from Stockholm, in which movie posters are made in real time featuring people sat waiting for the bus. Post by WPR’s Stephen Graham
Who? Abby Norm
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If there’s anything in this post that is inaccurate/you’d like added (I’m thinking, agencies I haven’t credited correctly), please do just email me [email protected].