“As our marketplace grows ever more crowded, agencies are looking everywhere for new ways to be heard. We’re testing everything from hard-selling online auctions that shout at our customers to branded content that whispers “trust me” so softly it’s sometimes hard to tell who’s talking.”
So how do we strategically get our clients‘ messages across in those hard-to-reach markets? Laura Davidson sits down with O’Dwyer’s PR to talk about strategic partnerships and “successfully playing matchmaker” to pair of clients with various companies that may “at first sight, share no common interests.” Because aren’t those the best relationships?! Check out a few excerpts from the story…
“When one of our clients, Residence Inn, rebranded in its 40th anniversary year, it turned its focus to the Millennial business traveler. To attract the attention of this famously evasive audience, LDPR sought out a strategic partner that spoke the generational vernacular and played off the Millennial romance with digital technology in a way that was edgy and newsy enough to still be cool. Blippar, an app that allows you to “blip” everyday objects and images through your smart phone camera, isn’t exactly a household name and — as yet, doesn’t have a travel application — but it was the perfect fit.
When Residence Inn launched its new experiential social gathering concept, The Mix, LDPR asked Blippar to create customized “augmented reality” experiences at the four launch events in LA, Boston, Austin and Washington, D.C. “Blippable” coasters unlocked trivia, beer pairings, and shareable “selfie” digital postcards. Local celebrities in each market hosted the events, and encouraged attendees to share the fun on social media using the #InnTheMix hashtag.”
When you think of Atlantis, chances are that building Legos is not the first activity that comes to mind. Yet Lego became the perfect partner when the famous Bahamian resort launched its AKA Kids Club and was looking for a new way to get its family message heard.
Atlantis partnered with both Lego and Jet Blue to host a “JetAdventure” superfam that brought 50 media and mom bloggers — and their kids — to the resort on a JetBlue charter flight along with Lego master builders and a five-foot Lego scuba diver. LDPR even got Toys R Us in the action to host a kick-off event. Atlantis opened a dedicated “Lego construction room” at its new Kids Club, and hosted Lego master builder camps. By tapping into Jet Blue and Lego’s resources, social media outlets and fan base, Atlantis’ AKA kids club saw a 42 percent increase in visitors and helped to secure Atlantis the coveted “Number-one Family Beach Resort” award from Parents Magazine.
Full story available here.