Magazine article Marketing

Review: Top 10 Marketing Moments

Magazine article Marketing

Review: Top 10 Marketing Moments

Article excerpt

THE OREO SUPER BOWL TWEET

Super Bowl is the biggest night in the US sporting and advertising calendars, so when the Superdome stadium hosting the game suffered a 35-minute blackout during February's event, it was a marketing opportunity waiting to be seized. Oreo was the brand that did it Luckily, the brand's executives were gathered in the same room as the team from its agency, 360i, in case something during the game sparked an advertising idea, and were able approve the work within minutes. The resulting ad - captioned 'You can still dunk in the dark' - went on to be retweeted and 'favourited' more than 18,000 times on Twitter. Did it sell more Oreos? We have yet to find out.

ROYAL-BABY MANIA

It was impossible to escape the hype that swept the nation in the lead-up to the birth of Prince George in July. Undaunted, The Guardian's website gave it a shot, introducing a 'Republican' mode option for those wanting a 'Royal Baby-free' read.

Nonetheless, brands including Marks & Spencer, Persil and Tesco jumped on the baby bandwagon, rolling out marketing activity to capitalise on the arrival of the new heir to the throne.

Prize for the tackiest Royal Baby stunt goes to bookmaker Paddy Power (who else?), which sent men dressed in grotesque giant baby suits around London to highlight its odds on the child's hair colour.

FACEBOOK AND TWITTER SQUARE UP TO SEXISM

It was an issue that had been simmering away for as long as social media had been in existence, but this summer it finally boiled over when Facebook and Twitter were forced to address online abuse, answering consumers' calls to action head-on.

Nissan and Nationwide were among the brands to pull their ads from Facebook following pressure from The Everyday Sexism Project. More than 50,000 tweets were sent using the hashtag #fbrape to protest against the social network carrying pages that condoned violence against women. Facebook restricted the types of page carrying advertising and, after admitting that its monitoring of hate-based speech had failed, promised to tighten controls.

Meanwhile Twitter introduced a 'report abuse' button following consumer outcry against the trolling and abuse that journalist Caroline Criado-Perez received after her petition to retain a woman on UK bank notes. Small but significant steps forward, then.

TESCO QUITS US AS PROFITS FALL FOR FIRST TIME IN DECADES

Tesco's struggles in the UK were played out on the global stage this year as the group reported its first annual fall in profits for 20 years and confirmed it would pull out of the US market. Calling time on that business was no easy decision for chief executive Phil Clarke and cost the company pounds 1.2bn after tax. It was such a disaster that former Tesco boss Lord MacLaurin broke rank to hit out at the 'sad' legacy left by his successor Sir Terry Leahy. Starting with the horsemeat scandal, Tesco has been under almost constant attack this year.

BT vs SKY

The summer's heavyweight clash between BT and Sky almost matched the drama of the Premier League content at the heart of their battle. BT, under newly appointed chief executive Gavin Patterson, took the fight to long-time pay-TV champion Sky by offering its new BT Sport channels free to BT broadband customers. Sky responded in kind, with a huge push for its own football and Ashes cricket coverage. Then BT snared the massive UEFA rights. This is one fight sure to go the distance.

COKE GETS PERSONAL

Has any other brand made as many marketing headlines as Coca-Cola this year? …

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