Top PR Campaigns That Left a Lasting Impression in 2011
Public Relations (PR) has always been an essential tool for brands to connect with their audience. In 2011, we saw several remarkable PR campaigns that stood out for various reasons. From humor and technological innovation to image management and social issues, each iteration demonstrated the power of strategic communication. Let's explore some of the most impressive PR campaigns from that year.
Humor in Advertising: A New Dimension of Street Marketing for The Walking Dead
One of the most talked-about PR strategies of the year was the innovative use of augmented reality (AR) in advertising for the new season of The Walking Dead. This campaign pushed the boundaries of traditional outdoor advertising by integrating the real world with a virtual one.
The ad featured a scene at a bus shelter where people could see zombies walking towards them through an AR experience on the screen. This fusion of the real with the virtual reality was a groundbreaking approach that caught the public's attention. The video achieved around 15.5 million views and 32,000 shares on social platforms, demonstrating the power of humor and innovation in advertising.
Prince Harry's US Tour Scandal Recovery
The image turnaround for Prince Harry following the Vegas scandal was brilliant. Even weeks after the scandal broke, the PR machine worked in overdrive, ensuring that many articles portrayed him as blameless. This strategic approach helped in dissociating any negative association with the scandal, making it one of the best PR campaigns in recent memory.
Auden's 2011 PR Coup: The Royal Wedding
Victoria Brough, the London Stock Exchange’s Group Communications Director, aptly describes the Royal wedding as the PR coup of 2011. Various brands capitalized on the event, but none received as much praise as T-Mobile's spoof video with MC Saachi PR, which garnered an impressive 25.9 million views on YouTube.
The Role of PR in Social Movements: The Arab Spring and Occupy Wall Street
2011 was a significant year for social movements. The Arab Spring and the global Occupy movement both captured the world's attention due to their clear messages, passionate advocacy, and commitment to bringing issues to the forefront of the news agenda.
Microsoft and the Battle for Market Share: Bing’s Journey
In the tech world, Microsoft's campaign to promote their search engine, Bing, was a textbook example of an all-encompassing PR strategy. Microsoft launched Bing with considerable fanfare, aiming to challenge Google's dominance in the search engine market.
The marketing approach was meticulously planned, covering multiple disciplines such as PR, advertising, and digital initiatives. From concerted efforts to build social search features to their significant campaign on primetime TV shows, Microsoft's goal was to rally public support and drive user interest.
One of the standout features was their commitment to social search, which they wanted to launch in Winter 2009 at the Web 2.0 Summit. Following that, they consistently pushed for improvements, supported by a series of announcements, events (both large and small), and re-engaging the press. Their visibility on consumer TV shows like Rachel Zoe, Gossip Girl, Hawaii 5-0, and How I Met Your Mother further amplified their presence.
Despite directing a Super Bowl ad for search in 2010, the question remains: did Google really need it? The campaign's intensity and dedication to market share suggest that Milton Keynes (Google's headquarters) remained vigilant, leading to an uphill battle for Microsoft.