2. WHAT WE’LL COVER (PROBABLY)
CELEBRITY: HOW TO PICK THEM,
WAYS TO USE THEM AND SOME
THINGS TO WATCH FOR
EVENTS: FROM STUNTS TO BRAND
EXPERIENCES
SPOOFING IT: THE JOYS OF
“PILOTS”, “RESEARCHING” AND
“TRIALLING”
SEVENTY
SEVEN
PR
4. THE USES FOR CELEBRITY:
“WHAT’S MY MOTIVATION HERE?”
CELEBRITY “JUST BEING THEMSELVES”
CELEBRITY AS BRAND AMBASSADOR
CELEBRITY GETTING TO PLACES THAT THE
BRAND JUST DOESN’T REACH
CELEBRITY EXPERTISE
CELEBRITY AS ROLE MODEL
CELEBRITY CAST AGAINST TYPE
CELEBRITY REVELATION
CELEBRITY ”EMPLOYEES” SEVENTY
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5. EXPLOITING THEM: BEYOND THE
“PHOTOSHOOT AND MEDIA DAY”
CELEBRITY AS BUSINESS OWNER
MATT PINSENT & TAUT
SPONSORSHIP
GIRLS ALOUD & SUNSILK
“INVOLVED” IN THE BUSINESS
JCN & STANLEY CASINOS
AMBASSADOR AND BEYOND
HOWARD GOODALL & SING UP
A DEEPER ASSOCIATION
ELIZABETH KILBY & KINDER KIDS
SEVENTY
SEVEN
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6. THE PITFALLS:
THINGS TO WATCH FOR
QUESTIONS TO ASK THEM …
- COMMITMENT TO TIME OR ACTIVITY?
- WHAT ELSE ARE THEY PROMOTING?
- ANY SKELETONS IN THE CLOSET?
- ANY TITLES THEY WON’T GO INTO?
- WHO HAS THE RIGHTS TO WHAT?
QUESTIONS TO ASK YOURSELF …
- STUFF THE CELEB, WHAT’S THE AGENT LIKE?
- WILL THE BRAND CARRY?
- WHY ARE THEY DOING IT?
- COST VS COVERAGE VS ENGAGEMENT
AND FINALLY …
CELEBS IN ADS: GET INTO THE CONTRACT
SEVENTY
SEVEN
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8. PR AND EVENTS:
“IS THIS A STUNT OR IS IT EXPERIENCE?”
BE CLEAR ABOUT WHICH YOU’RE DOING
FROM THE OUTSET …
STUNTS … GENERALLY NEED MEDIA
COVERAGE TO JUSTIFY THE SPEND IN
TERMS OF REACH
EXPERIENTIAL … IS JUSTIFIED ON THE
BASIS OF THE NUMBERS REACHED FACE-
TO-FACE, MEDIA IS A BONUS
… AND DOES YOUR CAMPAIGN LAUNCH
WITH AN EVENT … OR COULD EVENTS
SEVENTY
PLAY A DIFFERENT ROLE? SEVEN
PR
9. THE MAIN QUESTION TO ASK …
IS THE CLIENT’S
EXPECTATION IN
THE RIGHT PLACE?
SEVENTY
SEVEN
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10. STUNTS:
“THE QUESTIONS TO ASK …”
THE RISKS INVOLVED …
WHAT IF NO ONE COVERS THE DAMN THING?
LEGAL, HONEST, DECENT? …
WILL THERE BE A BACKLASH? DO YOU WANT ONE?
TIMING: WHEN TO GET THE MEDIA
AVOID CLICHES …
… BUT KNOW WHICH TO PLAY ON
SOME TRENDS … BIGGER, BOLDER …
INSTALLATIONS AND ARTISTS … LIMITED EDITION
PRODUCTS … IMPROVISATION AND SPECTACLE …
CONSUMER “EXPERIENCE” … NEW TECHNOLOGY
SEVENTY
SEVEN
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11. “LOOKS LIKE THE AUSSIES HAD THEIR VEGEMITE TODAY”
SEVENTY
SEVEN
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12. EXPERIENTIAL ACTIVITY:
“THE QUESTIONS TO ASK …”
CAN THE TOPIC BE MADE INTERESTING ENOUGH
TO “STOP A SHOPPER”? … DAIRYLEAP
COST … HAS THIS CLIENT REALLY GOT THE
MONEY TO DO IT PROPERLY? … CAPITAL ONE
ROADSHOW, CAMELOT?
ARE YOU GOING TO REACH THE PEOPLE YOU
WANT TO HIT … LOCATION LOCATION LOCATION
WHAT’S THE PACKAGE AROUND THE EVENT?
SOME TRENDS … SIMPLY SAMPLE, OR MAKE IT
THEATRE, OR DON’T DO IT … EXPERIENCE AS
CULMINATION, RATHER THAN KICK-OFF … SEVENTY
EXCLUSIVITY OF EXPERIENCE … AD-FUNDED SEVEN
TV
PR
16. “I DON’T BELIEVE IN
DUPING THE PUBLIC,
BUT I BELIEVE IN FIRST
ATTRACTING AND THEN
PLEASING THEM”
P.T. BARNUM
CLAIMED JENNY LIND WAS THE 160 YEAR OLD NURSE OF
GEORGE WASHINGTON (CF. “BUSTER”) … PAID A MAN TO
LAY BRICKS THROUGH HIS MUSEUM (CF. IMPROV
EVERYWHERE) … SOUGHT TO BUY SHAKESPEARE’S BIRTH
HOME (CF. VIRGIN AND BA) … CREATED THE FIRST WAX
FIGURE MUSEUM … AS WELL AS THE WORLD’S FIRST DOG,
FLOWER AND “CUTEST BABY” SHOWS
SEVENTY
SEVEN
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17. SPOOFING IT:
“GREAT IDEA … COULD NEVER BE DONE”
MASTERS OF THE ART …
ASDA
… AND PARKING FOR LEWIS HAMILTON
… AND THE SARAH FERGUSON DIET RANGE
… AND THE 12 PENCE VALENTINE’S CARD
TRAVELODGE
… AND THE INVENTION OF THE SLEEPSUIT
… AND THE £60,000 “CHIEF BED-TESTER”
SOME CLOSER-TO-HOME EXPERIENCE …
BRITISH EGG COUNCIL, MOTOR SHOW
SEVENTY
SEVEN
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20. SPOOFING IT:
GETTING IT RIGHT
ALL ABOUT CONFIDENCE …
- “YOU CAN’T BE A LITTLE BIT PREGNANT”
- BRAVADO IN THE SELL
- A SPOKESPERSON WHO CAN DELIVER
KEEP IT LOW-COST …
- LITTLE TO VENTURE, LOTS TO GAIN
- THE EXCLUSIVE ROUTE?
NEVER LIE TO THE MEDIA …
BUT REMEMBER: “ARE DEVELOPING”,
“WANT TO NEGOTIATE”, “BELIEVED TO
HAVE …”, “HAVE PILOTTED” … AND
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“PROTOTYPE” SEVEN
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