Peter von Satzgers presentation från Cisions seminarium den 15 oktober 2013. http://www.cisionnewsroom.se/2013/10/15/lardomar-fran-dagens-seminarium-vikten-av-bra-rorligt-innehall/

1. Rejuvenating
Communication
Staying Relevant to a
Youth Target Group
Peter von Satzger (@petervonsatzger)
1

2. Video Communication Explosion
• We see all over Europe the vast need for all
media to use video. Video is easier and
more popular to consume than reading
•
Growth in Picture and Video Communication
• Heavy increase of Web-TV
•
•
•
Technique has made web-TV fast expanding
High demands for short video clip PR produced
material
Many of the papers we know today will be TVChannels online tomorrow.
2

3. Bloggers and influencers
• Bloggers are getting increased
power
•
Not bound by Ethics
• Celebrities increased influence
• Podcasters are the new
columnists
• Importance of a fast response
• Less controlled communication
• Comedy is high value
•
Comedy also have a very strong
communication aspect in making
information easy to understand

4. Normbraking Communication
•
•
•
•
•
•
The new tools of communication need stunts!
Bloggers thrive on norm breaking communication
All media, bloggers and influencers need more video content
Dare to stand out - and dare to be daring
Local connection will always win
Emotion, emotion, emotion

5. PRESS RELEASE
RYANAIR SLAMS SWEDISH MP'S CALL TO BOYCOTT EUROPE'S LOWEST
AIRFARES
th
Ryanair, Sweden’s only low fares airline, today (14 Oct) laughed off the stupid comments by Swedish MP, “Boring” Birgitta Ohlsson,
when she called on Swedish passengers to boycott Ryanair and fly on high fare, fuel surcharging, SAS in protest at Ryanair’s use of
a sexy model to advertise its “hottest ever” back to school fares. (IMAGE BELOW)
Ryanair claimed that Boring Birgitta should be defending the rights of Swedish women to take their clothes off (if they want to) and
protecting freedom of speech in the Swedish press.
Ryanair once again defended its ad by pointing out that its model was wearing more clothes than the models used in many Swedish
perfume and fashion advertisements.
Ryanair’s Stephen McNamara, said:
“This really is a storm in a D cup! What Boring Birgitta does not appreciate is that the only shocking feature of the ad was the
incredible low prices our beautiful model was helping to advertise. We are amazed that an MP has called for a boycott of the only
airline which guarantees passengers the lowest airfares and no fuel surcharge. The only real alternative for Swedish passengers is
the high fares, fuel surcharging and frequently striking SAS so there is not a hope in hell of this boycott of Ryanair’s guaranteed
lowest fares and no fuel surcharge succeeding.
We’re sure that Boring Birgitta will be overrun by the flood of right minded, liberal, people who support Ryanair’s determination to
defend the rights of girls and boys to get their kit off – if they want to.
To celebrate Ryanair’s sexy Swedish ad and to show Boring Birgitta that people will continue to flock to Europe’s guaranteed lowest
airfares we have launched 1million, €10 mid week seats which are available for booking on www.ryanair.com. We will also be sending
free tickets to Boring Birgitta so that she can take a nice relaxing break, loosen up a little and stop calling for silly boycotts.”
5

6. 6

7. RIP Jersey Shore
•
•
•
•
•
Objective: Communicate last
season JS.
Problem. Last season was already
in media when it was aired in the
US
Idea: Bury Jersey shore on
campuses
Double value in visibility in areas
with high number of target group
Attitude: 100 percent positive!

8. • MTV Show Kesha
• Press kit with urine
sample
• Information
• Screeners
8

10. SNOOKI & J-WOW
BLOGGER
ACTIVATION
10

11. SWEDEN

12. 12

13. 13

14. Daniel Paris
Blogg
Läst: 2847

15. Daniel Paris Instagram
15

17. MTV Online
•
•
•
1008 unika besökare varav 638 har sett klippen
Page Views 1450
Streaming page views 2610 (Många har alltså sett klippen många
gånger!)
Nummer 6 i tittarlistan över video
1.
2.
3.
4.
5.
6.
7.
Hollywood Heights
Geordie Shore
Hollywood Heights season 1
Snooki & JWoww
Teen Mom
VALBORG I UPPSALA
Snooki & J-Woww season
17

18. 18