I’m a
big believer in Christmas. Not so much as a religious holiday, more as an
essential tonic, necessary to lift our spirits at their lowest point in the
year. This is how I explain the mounting hysteria before the festive season and
why Easter always seems to be a more low-key affair. Days are getting longer,
the weather’s getting warmer and there’s a vague hope that- one day soon- we
may be able to step out with fewer than ten layers.
After
suffering the coldest March in 50 years however, it seems we’re anticipating
the Easter break more than usual this year- we need Easter. Brands and businesses have recognised this consumer
willingness to embrace the event. In consequence, there are a number of new and
impressive PR and marketing campaigns designed to maximise this opportunity for
exposure. What follows is my assessment of a few…
Happy
Egg Co.
In a
toned-down take on the popular BBC 2 show, Lambing Live, the Happy Egg Co has
created a live chick-hatching experience. Aired online using Google+ Hangouts
and YouTube, the experience offers a real-time insight into poultry birth.
Although irresistibly cute, the chicks are not that charismatic, making
long-term or repeat consumer interaction with the campaign unlikely.
Jewel Bar
As Cadbury’s most popular
product between New Year and Easter, the nation’s affection for the Cream Egg
is unquestionable. Incorporating this with rum and chocolate liquor, Jewel bar has
concocted a cocktail to fatten its clientele and feed the media’s imagination.
Packing an impressive 987-calorie punch, the Crème egg mojito affords endless
opportunities for the kind of sickening food comparisons (double cheeseburger
and fries plus a small coke) and Nigella-esque images loved by Metro and Mail
Online.
Tesco
Tesco teamed up with Google
Street View for its seasonal marketing campaign. Thousands of virtual eggs were
hidden on UK streets on the brand’s Find the Egg website for visitors to hunt down.
Prizes were a- plenty, with three eggs valid for exchange with a chocolate
bunny, whilst eagle-eyed spotters of golden eggs were rewarded with a Samsung
Galaxy Tab. The combination of easy-to-use, familiar technology and
uncomplicated rules made for a successful campaign and a concept ripe for
adoption and adaption by other brands.
By Polly Robinson
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