Creating headlines with insta-butlers, the Anthony Joshua Lynx Drop and Stranger Things beer

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  • October 27, 2017
Beth Hibbert

Beth Hibbert

Digital PR Strategist

It’s Friday again, so it’s time for us to share our favourite PR campaigns from the past week. From Instagram trends and Halloween, to popular sports and TV shows, you’ll find some great examples of brands aligning themselves with their target audience’s other interests to get people talking.

So, “insta-butlers” are a thing now….

These days we don’t even need to ask friends how their holiday was… we already know! After all, what was the point in your holiday if you didn’t make your Instagram followers jealous by spamming them with beach views and hot dog legs?

To appeal to their social media savvy audience, The Conrad Maldives Rangali Island resort has announced the launch of their #Instagramtrails and “Instagram butlers”, there to help holiday makers have the most insta-worthy trip ever.

The one, three, and five hour Instagram tours are meant to take visitors around the most photogenic parts of the island, while butlers help ‘grammers take the most enviable shots.

The idea is bound to be popular, especially given the recent success of similar services such as Dukes London’s “beditation butlers”. If not, it still makes a great PR story, gaining coverage across sites such as The Telegraph, Travel + Leisure, and Cosmopolitan.

Food for thought from the Bosu Kindness Project

With so many food outlets on our high streets, it can be difficult to comprehend life for the UK’s homeless community, as they battle against hunger and other issues that come from living on the streets.

Food waste and homelessness are both huge challenges in the UK, with no simple solution. However, Bosu Body Bar, a Manchester-based health food restaurant, have been praised by the local community for their contribution in helping to feed homeless people in the area.

Instead of throwing away food waste, the restaurant has been placing food bags outside its doors labelled “eat me” and “share”, in the hope that good food doesn’t go to waste. According to the Metro, Josef Ramiz-Faddoul who co-owns Bosu, said:

“The reception has been truly remarkable. We’ve had about 300 people using the bags since we started a month ago and that’s expected to increase as we expand.

“We’ve been giving out meals for a while on our way home, but we decided to take it to another level recently by religiously leaving out the bags.

“We hope that this exposure will raise awareness about just how serious the issue of homelessness is and will encourage more people to do it. We just want to show we care and give back to our community.”

The team are also looking to launch a charity called the Bosu Kindness Project, so keep your eyes peeled for more good work from these guys.

Bugstaburger anyone?

Erm, it’s a no from me, thanks!

As Halloween approaches, we’ve seen a whole host of creepy brand stories featured online, including Melbourne based burger group Huxtaburger. They’ve created a burger filled with all of the ingredients you’d expect. You know, just the standard beef patty, cheese, mayo… oh, and meal worms.

If you’re brave enough to try the creepy creation you’ll have to travel to Australia, where you can buy the bug filled burger for A$10.50. Though I can’t imagine it will become a customer favourite, it definitely has the shock factor needed to grab media attention.

What to drink while watching Stranger Things S2?

Now if that last campaign was a little hard to digest, this next one might help to wash it down.

Short’s Brewing Company in Bellaire, Michigan, have created a brand new ale inspired by Netflix hit, Stranger Things. The Chief Hopper IPA pays tribute to the show’s grumpy police officer, and has been launched just in time to enjoy while watching the second series (released tonight – 27th October 2017).

With such a strong fan base, this new product is bound to fly of the shelves. Especially with sites as big as Mashable covering the news.

The AJ Lynx Drop

The last of our favourite campaigns this week features deodorant brand, Lynx. They’ve team up with World Heavyweight Champion, Anthony Joshua, to launch a new limited-edition range in a treasure hunt style campaign called The AJ Lynx Drop.

Jumping on the hype around Anthony Joshua’s upcoming fight with Kubrat Pulev this weekend, Lynx are giving fans the chance to hunt down signed cans of Lynx which are hidden across the country, and one lucky fan will also find tickets to the fight attached to the can. This strategy is great for gaining national coverage while making the story relevant for regional press too, expanding the reach of the campaign.

Alongside clues on AJ’s own social channels, Lynx have created an interactive mobile experience that shows the locations of each of the 850 cans hidden and waiting to be tracked down. This gives journalists and fans a place to link to when sharing the campaign, where they can find out more information.

The Drum quoted Dilraj Athwal, Lynx brand manager at Unilever UK, who said: “Anthony Joshua has long been a fan of Lynx, so we thought it would be a brilliant idea to give his fans the opportunity to see him in action with this innovative campaign.”

AJ Lynx Drop

For more inspiration and recent PR success stories, see last week’s post featuring Burger King, Beans and Budweiser.

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