PR Story #2

Okay folks, it's that time of week again to blog about the most interesting story from PR week (in my opinion). To see the first story in this series follow this link: PR Story #1

This week's story is Alton Towers and its agency Cake's latest campaign ready for summer 2013. Alton Towers' is launching a new ride called The Smiler and in order to promote it a viral campaign was created. The Smiler symbol, as seen below, has been projected onto tourist attractions in and around London, such as Big Ben and train and tube stations. There has been a lot of speculation about what the symbol means or what it is associated with.

A few examples of where the symbol has been spotted.

More recenly the campaign has taken on somewhat a more organic nature with flocks of sheep having had the symbol sprayed onto their wool. Passersby picked up on the symbol and started tweeting again causing a buzz and more speculation. Newspaper such as The Sun and the Mail Online picked up the trend and ran their own stories on the campaign, helping it to go completely viral.

The Sun- Farmers baaa-ffled after hundreds of sheep are branded with smiley face

Mail Online- Just grin and baaaa it!

 

 

 

The campaign was later revealed on Twitter and an exclusive was given to Metro. I personally think this campaign is genius!! I always love reading about campaign such as this one because it allows me to broaden my own ideas when asked for them. Although these campaigns are fun they're also educational. At university you're taught all the theory and logistics and technicalities but when reading up on things like this it allows your creative side to get thinking. I personally am intruied to see what is next for this campaign as it will be launched May 2013, there has to be more!!

Unfortunately though it seems that this story was very much non viral until the papers picked up on it. Jamie Robinson of We Are Social, says that this campaign did not in fact reach many people, at least not through social media. Thus the campaign has been classed as a 'miss'. However, In one way I agree-  didn't even know about this campaign until I read about it in PR week, thus it didn't reach me and no one I knew was talking about it. However, the creative idea itself was incredible- it was inventive and obviously got enough attention for the papers to cover it, right?

What could be improved though if it is such a 'miss'? Well in my opinion possibly the campaign could have started a little later... Due to the weather and what not, this has dominated the news entirely for a while now, allowing less coverage for other stories in national news. I would maybe have starrted the campaign mid February when people start to look to the summer and their plans.

Also, it was a nice idea to target London and the areas around the Alton Tower's park but it doesn't target a specific audience type and what about the demographic areas outside of those targeted? In order to overcome this the target market for the resort needs to be reassessed. On their website, Alton Tower's claims to have a core market of families and thrill seekers. So, thrill seekers, who have a bit of disposable income, who like to do crazy, nutty things and enjoy road trips with their mates... uni students maybe? Or even the universities themselves, some run limited place events such as Thorpe Park or Alton Towers day trips. A 'Smiler' tour bus could come to univerisity campuses and do an SU night or something similar. A competition could be run at universities and the winner gets their whole course a free day to Alton Towers for example.

To target families really sales promotions is a good idea although not related directly to PR as every family is looking for a great deal whilst treating their family. Other ideas could include major shopping centre appearances with a tour bus and other places that are stereotypically 'family' orientated.

Anyway just a few suggestions! Always love to deconstruct a campaign and go through all the alternative possibilities!