#BestPRMoves of 2013
Our LPPers, who are in the midst of wrapping up 2013 and planning for 2014, picked their heads up briefly to answer the call for this year's lists.
After the Boston Marathon bombings, the city of Boston rallied around two words that took to mean so much more than support and solidarity for the victims and others affected by the incident. Born out of an Emerson College dorm room and inspired by the Livestrong and Army Strong branding, #BostonStrong succeeded as a banner that united the town and the entire nation and made it possible to expedite the organization of rallying and fundraising efforts under a single umbrella and a unified voice.
Boston Red Sox
Another Boston-based PR success story was the worst-to-first ascension that the Boston Red Sox accomplished this year. Not only did the team manage to quickly turn around some unbelievably negative perception they brought into this season after the depressing mess that was 2011 and 2012, but they took that all the way to the World Series.
Sticking with sports, when Kevin Durant donated 1 million to the victims of the Oklahoma tornados without telling anyone, showing that letting your actions stand for themselves and doing a good thing for a good reason can result in more positive coverage than doing a good thing for a selfish reason.
John Lewis and the Bear and the Hare
The UK Retailer created this video to kick off their holiday retail season. While this is part of what has been a steady string of creative they’ve done over the years, this one was tough to see without a tissue handy. It was universally applauded and has more than 10 million clicks to date, not to mention a direct impact to their bottom line.
Oreo’s Real-Time Superbowl Marketing
When the lights went out during the Superbowl, Oreo’s digital team knew millions would be checking their Twitter accounts for updates and chatter until the power came back on. Without wasting any time, the company sent a tweet that gave new meaning to proactive and opportunistic, but universally well received, real-time marketing. With one tweet, Oreo generated almost 16,000 retweets and 7,000 favorites. Not to mention major headlines. And, if imitation is a form of flattery, Oreo’s digital team must be rosy-cheeked even today, as marketers everywhere try and often struggle to apply real-time marketing tactics for their brands.
Power out? No problem. pic.twitter.com/dnQ7pOgC— Oreo Cookie (@Oreo) February 4, 2013
The Canadian airline asked passengers on one of its recent flights what they wanted for Christmas. Upon arrival to their destination, the gifts they wished for were waiting for them at baggage claim! The genius of this idea was its ability to communicate two things: (1) WestJet cares about its customers (obvious) and (2) WestJet has serious logistics chops (less obvious). The airline business is well known to be a logistical nightmare, but we never get to see the hard work that goes into making planes run on time. It’s all invisible, hence why the latter is the real storytelling success behind this video.
Vantage Travel’s Boston Strong
Keeping with our airline theme and going full circle with our list, this airline announced that approximately 144 Boston Marathon victims, first responders, and guests would depart Boston on November 18, 2013 for a free 7-day Rhone River Cruise aboard the ms River Discovery II. Inspired by displays of courage and kindness after the Boston Marathon bombings, Vantage Deluxe World Travel CEO Henry R. Lewis worked in conjunction with the One Fund to give something unique back to these heroes as an expression of gratitude. Each hero is invited to bring along one guest as a companion.