PR campaigns that inspire – Carlsberg’s Euros campaign and more

  • 1
  • May 5, 2016
Carrie Rose Balloch

Carrie Rose Balloch

Digital PR Strategist

About to have a brainstorm for a new PR campaign for your client but need some creative inspiration?

Well, we in the Digital PR team round up our favourites PR stunts, videos, and creatives at the end of each week to help inspire future work.

This week, however, our favourite five were conducted by Carlsberg, Cadbury, Krispy Kreme, Vodafone in collaboration with the British Library, and, well, we are not sure yet but we’ve got a feeling there was a stunt created by Range Rover itself!

Intrigued? I’ll explain more…

Carlsberg Euros 2016 campaign – Substitute your seat for Chris Kamara’s

As expected, Carlsberg has launched a UEFA Euros 2016 campaign but has surprised us with the execution. This simple campaign achieved international coverage and here is why…

Former professional footballer, Chris Kamara (aka Kammy), was hired by the drink brand for their Euros campaign testing Londoners’ politeness whilst on the tube.

However, Kammy went undercover dressed as an elderly man, kitted out in full prosthetics with a grey beard and moustache, and sporting a walking stick.

He was then filmed by hidden cameras as he struggled to walk and hold himself up on the London tubes, seeing whether members of the public were kind enough to sacrifice their seat.

Those who did earned themselves a pair of tickets and Chris Kamara’s seat to the Euros. The ticket giveaway was part of Carlsberg’s UEFA Euro 2016 campaign, ‘If Carlsberg Did Substitutions’, and of course, the campaign has been picked up everywhere!

You can see the Carlsberg Euros substitution video here:

Cadbury opens a Medley Lounge in London

Cadbury is absolutely nailing PR activity lately! In February the brand went on a nationwide hunt to find a new #Milktrayman and then at Easter replicated the Loch Ness Monster using nothing but giant eggs.

However, this month it is launching a new range of Medley products and to celebrate, they have created a one-day beauty pop up in London’s Soho, offering treatments, drinks and products to those who enter!

Linking with their marketing tagline #tasteslikethisfeels, the chocolate brand has launched a pop-up shop providing treatments designed to replicate the experience of consuming the new product.

Whilst indulging into chucks of Cadbury’s new Medley bars, professional beauty therapists will be providing soothing hand and arm massages, luxury pedicures and relaxing head massages. Could it be any better?

Face mask

Krispy Kreme launches a hole in the wall which dispenses Nutella doughnuts

In even more exciting news, to launch the new limited edition flavour, Krispy Kreme is opening up a magical hole in the wall which will dispense doughnuts. However, they are not just ordinary doughnuts, they are brand new doughnuts coated with Nutella chocolate and sprinkles of… well, nuts!

However, there is a catch: the hole in the wall is just a pop-up running from 9th to the 21st of May. But doughnut worry! They will be in stores and on sale soon.

To get in on the fun, head down to 229 High Holborn, London, WC1V 7DA between 08:00 and 20:00 – you can thank me later!

And also, make sure you take £2 down with you. Yes, the doughnuts cost a small fee but all the proceeds will go to the Teenage Cancer Trust. This means that eating Nutella Krispy Kreme doughnuts just became your good deed for the day.


Vodafone and the British Library mark Shakespeare’s death

Vodafone partnered up with the British Library to commemorate the 400th anniversary of Shakespeare’s death by creating an interactive pop-up experience which ended up touring 11 cities across the UK.

The specially-designed virtual library shelves used rolls of bookcase-themed wallpaper with built in QR codes. Users were able to scan the QR codes using their phones, allowing them access to rare first editions of 14 Shakespeare plays, including Romeo and Juliet, Hamlet and A Midsummer Night’s Dream.

Hundreds turned up to the event, creating an exciting and vibrant scene. At each location comfy chairs and beanbags were also offered for people to relax and read their recently downloaded Shakespeare books in comfort.books

Is Range Rover tricking us with a clever viral PR stunt or is this vandalised car actually real?

And lastly, for those that haven’t yet seen, a brand new 16-plate Range Rover worth £90,000 was spotted parked outside Harrods in London with words ‘CHEAT’ and ‘HOPE SHE WAS WORTH IT’ across the paintwork.


Of course, thousands took to social media to share the moment with pictures and even videos of a very angry driver which went viral! However, we in the office are questioning if is this real or if it is, in fact, a clever PR stunt?

A man in a white t-shirt was seen to park the vehicle in the early hours of the morning and walk off, leaving it all day in the public eye right outside of Harrods with the writing already painted.

The car is a brand new 16-plate Range Rover, which is why we think this is something created by the motor brand itself. However, the vehicle does look very similar to this one which also went viral at around the same time last year in New York.

cheater 2

After the pictures flooded the internet, it was then revealed that this was actually a PR stunt to promote Bravo’s new TV show Girlfriends’ Guide to Divorce.

Is there a new series/episode brewing? What are your thoughts on this?

For other PR campaign inspiration, visit the PR section of our blog.