Hello all! Welcome to my blog.
My chosen campaign from the CIPR Pride Awards 2008/09 was by Visit Scotland, for their "Best Live Act" Campaign. This won a Gold Award in the category for the Best Use of Social Media.
Their sites can be found here: http://bestliveact.visitscotland.com/ http://www.myspace.com/visitscotlandbestliveact
The campaign won Gold for its creative use of social media channels, amongst other traditional sources of promotion such as media partnership and industry endorsement. This included the likes of HMV, festival information website Virtual Festivals, eBay, and Facebook, to name but a few...
Their sites can be found here: http://bestliveact.visitscotland.com/ http://www.myspace.com/visitscotlandbestliveact
The campaign won Gold for its creative use of social media channels, amongst other traditional sources of promotion such as media partnership and industry endorsement. This included the likes of HMV, festival information website Virtual Festivals, eBay, and Facebook, to name but a few...
http://www.virtualfestivals.com/
Best Live Act managed to rally loads of support and sponsorship from key acts on the music and entertainment scene, like The Charlatans, Glasvegas, KT Tunstall, Dermot O' Leary and Paolo Nutini.
Best Live Act managed to rally loads of support and sponsorship from key acts on the music and entertainment scene, like The Charlatans, Glasvegas, KT Tunstall, Dermot O' Leary and Paolo Nutini.
A couple of these acts also helped to raise money from over 30 eBay auctions, which was donated to the charity Nordoff Robbins Music Therapy: www.nordoff-robbins.org.uk/
I'm going to be using this blog over the next few days to find out how effective you think celebrity endorsement really is, in comparison to other publicity methods, such as charity sponsorship.
Any comments would be greatly appreciated!
I think that charities and celebrities working together is a great combination! For example comic relief - its make the charity seem glamorous and fashional. In general though thinking about celebrity endorsement or charity sponsorship i would personally prefer to back a campaign with charity sponsorship and I feel it would make a campiagn seem more freiendly and approachable. Really interesting stuff!
ReplyDeleteI agree with Jo. When you think about celebrities and charities it doesn't always work, but comic relief does and has had a staggering impact on audiences at home to donate money. I feel I want to donate because it is for a good cause and its celebrity endorsement makes me want to join in!
ReplyDeleteSponsorship really works every time though...take F1 as an example, all their cars and teams have a massive sponsorship level showing that this does really work.
Steph x x
I think that some campaigns would not suit celebrity endorsement but for most things it gives the product or service instant credibility if the chosen celebrity suits it.
ReplyDeleteHowever charity works in a different way as it pulls at your emotions and can make people feel like they are obliged to pay attention or donate. The two together works better in some cases because it drives media coverage whilst also delivering the message.
Wii fit has recently partnered with the 'change for life.' campaign. This is a good example of how a ceratin type of partnership can give credibility as Wii fit instantly in my mind becomes a real health and fitness product rather than just a game, and also gives more coverage for the change for life campaign. Hope that helps! Laura xxx
Thanks for your comments :)
ReplyDeleteI definitely agree that charity sponsorship in a campaign gives it more of an emotive side, it makes you think about the campaign on a deeper level.
Sponsorship also plays a big factor in the sports industry.
Steph's example of F1 is a good one, as well as in the football industry, and charity-backed events such as the BUPA Great North Run, the London Marathon, and the Cancer Research Race for Life.
These mostly play on charity endorsement but a lot of celebrities affiliate themselves with these events. Any others?
I believe that celebrity endorsement is a particularly effective method of making a campaign credible, however i'm not sure it is as credible as charity sponsorship. Celebrity sponsorship tugs at peoples heart strings and because of that i think it makes one more inclined to support a campaign. I would rather support a campaign that used charity sponsorship than celebrity endorsement.
ReplyDeleteI prefer charity affiliated campaigns, I think that it's clear today that consumers are more concerned about the ethical sides of a business. But I think it is clear celebrity and charity endorsements combined are quite effective.
ReplyDeleteThere is a new trend of ethicalness out there, and businessses have really taken this on board. Mcdonalds, etc
On the other hand the ethical and charitable sides of organisations are becoming a bit obvious, consumers finding it a bit transparent. organisations associating themselves with things, very shallowly and not being completely ethical just using it as a usp, such as cadburys assocaiting themselves with saving the rainforest for using ethical cocoa, but using extremely unethical Palm oil, known to be destroying the amazon and causing monkeys to become extinct, some people are becoming more sceptical and may resent this.
On the other hand, people feel guilty for living their affluent life style compared to the developing world, and most do not like to donate regularly to charity but like to feel better about their consumer habbits, most people dont like to think too much about it, so of course i would say most would prefer an ethical campaign over nothing at all.
Emx