THE COMMONWEALTH GAMES SEE SPONSORS ‘GET READY, SET AND GO’
Posted By Peppermint Soda
Following last night’s opening ceremony – which caused quite a stir at Peppermint HQ this morning – the Glasgow 2014 Commonwealth Games are officially underway. Like any other global event, PRs have used the Games to mastermind a range of creative strategies in the hope of catapulting their brand into the public domain.
With event sponsors, Virgin Media and First ScotRail, already streets ahead in the race for the most effective PR stunt, we’re sure they’re hoping to fare a little better than the English World Cup sponsors did earlier this month.
Today has seen the launch of Virgin Media’s ‘Race Bolt’, an engagement marketing strategy to capture the imagination of the British public. Using arguably the most famous face to grace the Games – Usain Bolt – to promote its brand, the public is invited to ‘Race Bolt’ on Glasgow Green. This interactive experience allows participants to virtually compete on 30 metres of professional athletics track against the world’s fastest man – undoubtedly eye-catching.
However, my favourite stunt – and the one that has caused the biggest stir so far – is the rebranding of First ScotRail’s station names. Using social media to spread the campaign to the masses, First ScotRail’s stunt has seen the company trending on Twitter in Glasgow and Edinburgh – not an easy feat with the latter being home to the highest number people in the UK without internet access.
Here at Peppermint, we know how important it is for a brand to make a splash. First ScotRail’s revamped sports-themed names, including ‘Cambuslangjump’, ‘Polevault’, ‘Sprintburn’ and ‘Falkirk Higher’, have done just that. With travel operators pushed to capacity during major events, it’s great to see that First ScotRail has used its initiative to create some positive publicity before the inevitable transport complaints roll in.
With the Commonwealth Games in full swing, we’ll definitely be tuning in to see how Scotland’s largest sporting event pans out.
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