A film has been released today called Fifty Shades of
Grey. You might not have heard of it, it hasn’t been overhyped *at all*.
I’m probably going to watch it this weekend, but I don’t
have high expectations. I found the book a struggle. I read it to see what all the fuss was about, but it wasn't my cuppa tea. However, I do respect E.L. James for finding a gap in a crowded
market. She must’ve done something right because now she’s laughing all the way
to the bank!
I have picked the following stunt as my
favourite PR story because it’s a great example of a brand
piggybacking onto a current trend.
Earlier this week, a supposed memo was leaked from the B&Q head office. It warned staff of a possible surge of customers buying rope, cable ties and duct tape, following the release of Fifty Shades of Grey. Managers and staff were advised to “anticipate the need for extra stock,” “familiarise themselves with the contents” of the film and “assist customers in a polite, helpful and respectful manner.”
The memo generated coverage in a range of different
outlets, including the Metro, ITV, Mirror, MailOnline, The Guardian and many
others.
B&Q later admitted that it was a stunt and released a
light-hearted statement, stating they “would have confessed to this sooner, but
our hands were tied.”
Not only has the hardware store achieved vast publicity,
it has also demonstrated a sense of humour. Something a lot of brands forget to
do these days.
Are you going to watch Fifty Shades of Grey this weekend? Did you enjoy the books? x
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