In the month that brought us some sun (finally!), a brand new government, the Euros 2024 final, Wimbledon, the much anticipated Deadpool x Wolverine movie release and the Paris Olympic Games – there were also lots of new Digital PR campaigns for us to delve into.
With that said, we’ve put together a roundup of our favourites to brighten up your week. So grab a nice cold drink and check out our top three picks. We looked at what these brands in particular did, why their campaigns worked and the coverage they gained as a result:
Microsoft’s Xbox x Deadpool: Cheeky Controller Sweepstakes
Microsoft’s Xbox released a playful collaboration with the new Deadpool x Wolverine movie, launching a limited edition Deadpool-themed console and ‘cheeky’ controllers with a twist. They couldn’t be purchased, they had to be won in a competition on X.
The product that was ‘designed by Deadpool’ featured the back of his recognisable red and black suit, and fans could only get their hands on the console and controllers by following the Xbox X page and reposting the competition post.
The official competition post was reposted nearly 80,000 times in just 12 hours, and unsurprisingly secured plenty of coverage in top-tier titles. The campaign managed to secure over 400 links to the competition post:
Standout coverage
- Daily Mail (DR 94): Thousands of Xbox fans are frothing over ‘cheeky’ limited edition range – but there’s a catch
- USA Today (DR 92): Get your hands on Deadpool’s ‘buns of steel’ with new Xbox controller featuring ‘cheeky’ grip
- Geek Culture (DR 68): Deadpool Cheeky Xbox Controller Is Ass-clusive To Sweepstakes Only
- Nerdist (DR 79): DEADPOOL DESIGNED AN XBOX CONTROLLER SHAPED LIKE HIS PERKY BUTT
- Buzzfeed (DR 91): Deadpool & Wolverine Came Out With A Very “Special” New Collab — And It Has Some “Assets” That Are Hard To Ignore
- The Sun (DR 90):DEADPOOL DESIGNS: Xbox gives fans the chance to have a cheeky squeeze of Ryan Reynolds’ bum with a free console
Why it worked
Fans waited over six long years for Deadpool 3 and Microsoft capitalised on this existing hype to gain visibility for their own brand. It’s safe to say – it worked. Not only is it a bit ‘cheeky’ – much like Deadpool himself – but the competition aspect made it quirky and shareable too. Journalists know this is bound to get clicks and views to their site, so it makes it the ideal story.
This collaboration also helped widen the audience for this story. Helping them secure coverage in not only gaming titles but national, global and entertainment titles too. Both are well-known brands that bring instant trust and credibility, too. This credibility can be a huge driving factor when it comes to securing coverage. The fact the campaign isn’t limited to the UK either means that it can help secure global coverage too, such as USA Today, Entertainment Weekly and Buzzfeed.
Lastly, everyone likes to be in with the chance of winning something – especially when it’s so easy and costs nothing to enter. It helps create a buzz, expands your reach, keeps customers engaged and can also boost your social media followers and engagement.
TfL x Budgy Smuggler: Reimagining tube seats as swimwear
A collab we never asked for but never knew we needed; budgy smugglers and Transport for London. In a fun campaign, the swimwear brand got together with the country’s most talked about travel network and launched a new collection of swimming trunks featuring some of London transport’s most iconic moquette seat designs.
Having already been featured on scarves, t-shirts and even football tops – the swimwear brand thought we needed the garish tube seat designs on our swimming trunks too. The collection currently represents seat designs from the Northern line, District line and Victoria line.
Unsurprisingly, the media and social media lapped up this news and the brands were able to secure plenty of coverage in a variety of titles.
Standout coverage
- Evening Standard (DR 89): No Cockfosters jokes, please: London Tube seat patterns represented on swimming trunks
- License Global (DR:61): Budgy Smuggler, Transport for London Partner for Tube-Themed Swimwear
- Retail Times (DR 74): Budgy Smuggler partners TfL for new London Underground-themed collection
- Trendhunter (DR 82): Public Transit-Themed Swimwear
- PRMoment (DR 55): PR Stuntwatch: Scottish Gas Murrayfield get Swiftie fever, TFL slips into its Budgy Smugglers and VisitOslo has an existential crisis
- Ian Visits (DR 63): Now you can wear London Underground moquette to the beach – with these swimming trunks
- Famous Campaigns (DR 61):TfL x Budgy Smugglers collection reimagines Tube seats as swimwear
Why it worked
If you’re an Australian brand trying to land in the UK, particularly London, then there’s no better brand than TfL to partner up with. Not only is there already trust and brand credibility, but it’s a big part of London culture and means you’ll automatically have a great angle with local press.
Quirky campaigns, particularly if they involve a PR stunt, just work really well. They encourage interaction, whether that’s posting images from the campaign or interacting with the brand on social media or simply talking about the campaign. Not only is it a bit weird – (does anybody really want to wear these trunks to the beach?) – but the campaign was helped along with some shareable photos of models looking freezing on the tube and in front of various famous London locations.
It, unsurprisingly, generated a buzz across social media with many making – or refusing to make – the same ‘Cockfosters’ joke. Ultimately leading to organic word-of-mouth promotion to reach a wider audience and garner media attention. It was also – just a bit of fun, which we all need in the summer.
Upgraded Points: The most sought-after seats on an aeroplane
It wouldn’t be summer without a really good travel campaign – and this one didn’t disappoint.
On an aeroplane – some seats are more desirable than others, but it does also depend on what type of flyer you are too. Seat preferences vary widely depending on whether you’re anxious, a parent travelling with a child, or just tall.
UpgradedPoints surveyed 3,100 US passengers to find out the most sought-after seats and which airlines have the best seats. They also wanted to know how much extra people are willing to pay to choose their seat and other issues like window versus aisle, reclining etiquette and handling turbulence.
The survey revealed that the ideal seat is either in the bulkhead or exit row, according to passengers. And two-thirds (67%) of passengers prefer a window seat. Almost 60% would pay to select their seat in advance.
Everyone loves a bit of data, especially journalists, and this campaign earned over 50 pieces of coverage in various business, lifestyle and travel titles:
Standout coverage
- Mental Floss (DA 87): This Is the Most Coveted Seat on a Flight, According to a New Survey
- Business Insider (DA 92): Most passengers prefer the window seat – Why I beg to differ
- Axios (DA 90): Travelers’ favorite airplane seats
- Timeout (DA 90): Revealed: the most sought-after airplane seats
- CNTraveller (DA 87): These Are the Most Sought-After Seats on a Plane, According to a New Study
- Travel and Leisure (DA 88): These Are the Most Desirable Seats on an Airplane, According to a New Study
- NY Post (DA 91): These are the most popular airplane seats everyone wants to book: survey
Why it worked
The timing couldn’t have been better for this campaign. Launched in peak travel season – it resonated with people going on holidays and talking about holidays as well as your average commuter.
Alongside this, Upgraded Points’ survey results meant journalists had a fresh angle to discuss. Not just travel destinations, but the most sought-after seats on a plane along with other angles, such as which airlines have the best seats, how much extra people are willing to pay to choose their seat and other issues like window versus aisle and reclining etiquette. Data-led PR campaigns tend to have a longer shelf life because they can give you numerous angles to help keep the story fresh.
Journalists like to feature data in their stories – they use it to bank up claims, support arguments and demonstrate the validity of their reporting. It also generates good headlines and angles. Entire stories can be written purely around one statistic if it’s interesting enough! Without numbers, your piece could seem vague and indirect, data provides provision and can help your campaign stand out.
