Tuesday, 20 December 2016

LIVE BROADCASTING. BEYOND ONLINE ADVERTISING AND INTO CULTURE.


KFC, Gaming and Grime. At first glance these may look like three separate entities, but look a little closer into youth culture today and you will see that they are inseparably tangled together. Grime stars love gaming; they love talking about it online and they love writing music about gaming.


The gaming elite have reciprocated this inter-genre love; KSI - gamer and most influential YouTuber in the UK - has even collaborated on grime tune ‘Lamborghini’ with P Money, which has amassed more than 61m views. Where you find grime and gaming, you find KFC mentioned constantly, both in lyrics or proclaimed as the ultimate fuel for gaming on social chatter.

This blossoming friendship between two of the biggest and hottest UK cultures has been played out publicly across a combined social network that reaches approximately 60% of the UK’s 16-24s.

This is the age group that is leading the charge against online advertising, with nearly half (47%) using adblockers - up 15% in a year.

They also make up a sizeable proportion of the fast food category.

With traditional OLA declining in reach (with questionable effectiveness), we wondered whether live broadcast, connecting straight to the customer, could offer us a marketing opportunity?

The objective; to famously enforce the existing cultural associations between this demographic, eating occasion and KFC. At a fraction of the price of TV.

On the 27th November, KFC hosted a gaming tournament that saw the biggest names in grime and gaming battle it out for a lifetime’s supply of KFC



By shortcutting traditional media, KFC reached 87% its target audience, with the live stream reaching 2.7 million people. What’s more, 77% of all comments expressed joy.

The long term effect of this broadcast is yet to be measured, but we are already planning no.2. Why? Because although adblocking may never quite reach the 100% of millennials that AdBlock Plus believe they can, we believe that building KFC’s broadcasting power for longevity will deliver substantial returns.



Wednesday, 28 September 2016

HOW DO YOU BEAT A SERIAL LIAR IN A LIVE TV DEBATE?



If you haven't watched the first presidential debate I highly recommend doing so. 

It's an awesome display of... well you be the judge.

One interesting sign of the times from a comms POV.

Immediately after Donald told his first lie (about 5 mins in), Hilary invited viewers to go to her website which was running a live 'fact checker' on the debate. It both sources her own facts, and dispels Donald's lies.

'10 things brands need to learn about second screening from Hilary Clinton', is an article that will probably appear on Linkedin feeds near you soon.

Whether it will help in the 'post-factual' era, I don't know, I can't help but think she also needed a disruptive (*BUZZ WORD CLAXON*) way of getting those fact checks out there, maybe hijacking Trump supporter hashtags etc rather than just preaching to the converted.

Either way it's pretty astounding that a there is a searchable website of 'tens of thousands of words Trump has literally said,' all of which would individually, normally, sink any other political candidate...

Fact checker - https://www.hillaryclinton.com/literallytrump/

Wednesday, 31 August 2016

TENSIONS IN UK CULTURE













P.S. IF YOU FOUND THIS USEFUL AND FANCY SHARING THE LINK ON TWITTER I'LL LUV YA FOREVA


Wednesday, 11 May 2016

ALL MAN


Grayson Perry's latest show on Channel 4 is all about him trying to understand macho culture / masculinity in the 21st Century.

In Ep 1 he goes to meet cage fighters in the north of England. 

It's clear that Perry has a prejudice about 'old school masculinity', 'why do you need to be tough'?', he shouts at them.

As he explores the futility of the out dated, tough, silent, strong man, in a world that doesn't need these qualities (the young male suicide statistics for the area told their own story) he uncovers a totally different perspective on cage fighters that radically changes his opinion.

If we could demonstrate half his ability to see from another perspective, to see through the obvious cleshes, I'm sure it would have a profound effect on our work.

enjoy the series!