Today’s #SundayMusings with Shore Branding is going green … for St. Patrick’s Day branding news! Here are the top branding and/or digital marketing stories that caught my attention over the past few weeks revolving around the luck of the Irish and St. Patrick’s Day.
#1 – “Liam Neeson Narrates This Gorgeous Tourism Ad for Ireland Timed to St. Patrick’s Day” – via AdWeek.com
Premise: A 60 second ad to help promote visiting Ireland with Liam Neeson as the voiceover. The ad itself also carries the #GoGreen4PatricksDay.
Thoughts: What better way to start a St. Patrick’s Day #SundayMusings than a visual trip to Ireland? Fantastic ad with iconic landmarks from around the world, plus the natural beauty of Ireland itself.
The hashtag probably could use a little work though. Throwing in the “St” probably would have helped make it a little easier for others to remember / use the right phrase.
#2 – “A Diageo Reminder: ‘Guinness Is Good For You’ Beyond St. Patrick’s Day Too” via brandchannel.com
Premise: WSJ reports that four times as many pints of Guinness are consumed on St. Patrick’s Day vs. your normal day. Guinness has been struggling to increase or even maintain sales in the US – largely thanks to the growing craft beer movement.
The brand is doing its part to promote its corporate citizenship and “green” initiatives. The write-up includes a number of tweets circling around these programs and the promotion of Guinness Blonde, the latest brand extension from the brewing company.
Thoughts: Guinness is my #1 beer of choice, but I can’t help to think about the brand extensions they have launched here in the US and how they simply have not taken off. Black Lager and now Blonde have no appeal to me under the Guinness name. All I want to see is the original, no matter how much weight the Guinness name carries.
#3 – “Bud Light’s St. Patrick’s Day tweet has users seeing red instead of green” via mashable.com
Premise: To celebrate St. Patrick’s Day, Bud Light tried to leverage/hijack the holiday and threw in its #UpForWhatever hashtag into a tweet. Said tweet however had of five women in it and insinuated that it was OK for you to pinch others (read: women).
Thoughts: This went over about as well as you would suspect. Bud Light deleted the tweet, issued an apology and tried to move on as quickly as possible. Damage done.
Seriously though, did someone really think the hashtag campaign #UpForWhatever wasn’t going to eventually lead to some level of trouble? Whether it was from the company itself (check) or the hashtag being hijacked (check), it was bound to happen sooner rather than later. You can read some of the replies from Twitter users within the link above.
#4 – “How To Get Lucky With Content Marketing” via uberflip.com
Premise: A catchy slideshow on content marketing from uberflip on setting goals that provides several recommendations on how to leverage content marketing and measure the results from those efforts. The strongest recommendations however – talking to your current customers and putting that to good use, and focusing on growth metrics (vs. engagement metrics).
Thoughts: While it was put together to drive you to their free ebook, I loved the St. Patrick’s Day theme throughout the slideshow. Visually appealing, easy to read and flip through, and I didn’t feel inundated with “sales” materials throughout each slide. I may have to check out this ebook …
Tweet of the Week:
Rather than give you one tweet, we decided to go with a slew of them from brands and companies focusing in on St. Patrick’s Day! Hope you enjoy …
— Zap2it (@Zap2it) March 18, 2015
— Amazon (@amazon) March 4, 2015
— Food & Wine magazine (@foodandwine) March 4, 2015
— Lucky Charms (@LuckyCharms) March 3, 2015
— Baskin-Robbins (@BaskinRobbins) March 3, 2015
— Margaritaville (@Margaritaville) March 2, 2015
That’s it for this week’s St. Patrick’s Day branding-inspired #SundayMusings. What brands caught your attention with their holiday efforts?