Super Bowl Archives - Clairemont Communications

The Beauty of Raleigh PR: Day 21 – Super Bowl

February 5, 2015July 15, 2022 Jasmin SessomsBlog, Entry-Level PR Job, Marketing, Social Media + Influencer EngagementClairemont Communications, Katy Perry, Marketing, Social Media, Super BowlLeave a Comment

Although the Super Bowl to most may seem like a thing of the past, fans and foes are still discussing the recent choices made by artist Katy Perry.

Katy Perry’s “flame” dress in which she opened the Super Bowl halftime show was made of detailed orange patent leather worth $15,000 to $20,000, according to ABC News. It is also stated that she worked with the designer over two months to perfect the design. It is reported that her finale dress also cost a whopping $15,000 and had to be slipped on by Perry in just 45 seconds. With four total costume changes, Katy Perry is the only halftime show artist to have changed this many times in Super Bowl history.

From a PR standpoint, I think Katy Perry did the show justice. Not only did she embrace her own identity, but she also left something for her fans to talk about. So I think this falls under branding as well as the importance of social media to PR. The order of public relations and branding is a key difference between the two. Developing a brand must come before engaging in public relations, advertising, marketing or any other communications-related company activity.

At Clairemont, we take a tactics-agnostic approach to devising PR and marketing strategies using both traditional tools such as media relations and event planning and newer tools such as content marketing and social media. We acknowledge the importance of social media followings to help a brand, and Perry has an amazing following on her accounts. With 64.6 million twitter followers and 14.2 million followers on Instagram, Katy Perry is no stranger to social media.

Why? We live in a world of media hype and skepticism where advertising has lost some of its power to influence. Marketers are leaning more to word-of-mouth programs to create the sought after buzz for a brand. Katy Perry does just that, with her larger than life set to include a Lion to ride in on and dancing Sharks her name was trending all over social media channels and even received many spots on the news.

According to reports, this is the most watched Super Bowl half time show in history. Good job Katy Perry — we heard you “Roar” loud and clear.

Editor’s Note: Clairemont enthusiastically welcomes Jasmin Sessoms to our team! Follow this former beauty queen’s journey as she documents her first 30 days in a Raleigh PR agency.

Copy Cat: Super Bowl Edition

February 1, 2015July 15, 2022 Dana PhelpsBlog, Copy Cat, Marketing, Public Relationsbeauty PR, copywriting, Katy Perry, Super BowlLeave a Comment

This year we are bringing back our Copy Cat blog posts, a timely decision in light of all the debate sparked by the recent PRWeek article making the case for PR students no longer needing writing classes. While I agree that PR is much, much more than writing, it remains an essential element of what we do. My friend and fellow Counselors Academy member, Abbie Fink, says it well in her recent post on the HMA Public Relations blog.

As Abbie explains, the types of writing public relations professionals are asked to generate on a daily basis varies. We might switch from penning an in-depth strategy document or white paper to coming up with quippy copy for a social media post or email marketing subject line. Sometimes, the shorter the copy, the harder it is to write an effective message. That’s why most of our previous Copy Cat posts (and I suspect future ones, too) feature taglines, captions, intro copy and other snippets of writing that either make us cringe or wish we would have thought of it ourselves!

Today’s Copy Cat spotlight is on Byrdie Beauty and definitely fits into the later. Not only is it cute copy, but the writer has done something we’ve all been asked to do as PR pros, and that is to try to connect two seemingly unrelated things. How many of you communicators out there were asked to do something with the Super Bowl for your brand? It is easier for some than others. For example, our client PDQ is offering a “Super Deal for Super Sunday” with a BOGO on fresh chicken Tenders. Football and food. It is a natural fit.

But what about cosmetics? Unless you are Katy Perry’s stylist or represent one of the product brands she endorses, you might not be able to score a touchdown. (Sorry. That should make it in the Copy Cat: Terribly Corny Edition.) That’s why I love what Byrdie did with the email subject line that caught my attention: 9 Super Bowl-proof lipsticks that won’t come off on your nachos.

I like to ponder the thought process for other people’s good copy. I bet this one started with the football and food connection I already mentioned. Football…food…lips…lipstick. Do you think they got it in the first try? I bet not. Can you imagine the rejects?

9 Super Bowl-proof lipsticks that are real winners. Bleh.

9 Super Bowl-proof lipsticks that will make your man ask Katy WHO? Perhaps a little much.

9 Super Bowl-proof shades that will have you flapping your wings and licking your lips. Uh, no.

It just isn’t that easy! I also think that throwing in a nacho reference when talking about all things style, beauty and fashion is just unexpected enough to be an attention-getter. That’s why I consider this copy from Byrdie to be a total score.

Activating PR after the Super Bowl

February 3, 2014July 15, 2022 Margot HorganBlog, Entry-Level PR Job, MarketingDoritos, Doritos Time Machine ad, PR, public realations, Super Bowl, Super Bowl ads1 Comment

Today’s guest post is written by NCPRSA board member, Robert Carver.

You know the drill – create a super fantastic Doritos TV ad, send it to Doritos, get it viewed online by like a zillion people who vote for – YOU – then see your handiwork aired during the Super Bowl. In the process, you take home a million bucks and, along with a second lucky winner, get to work on the new movie “Marvel’s The Avengers: Age of Ultron.”

Too easy.

Hold on, Mr. DeMille. You’re not quite ready for your close-up. Many have tried and failed to win the coveted contest – witness the WaPo blogger with the North Carolina-connected husband who’s spent countless hours and, presumably, a Doritos delivery vanload of money trying to secure his star on the cheesy snack’s walk of fame. “Crash the Super Bowl VIII” has been no different.

Now, after the zillion views and votes, “Time Machine” has won, beating out the dog-riding kid wrangler, wrongly-accused ostrich, nacho cheese-covered office guy and the – insert collective “ewwwwww!” here – finger-cleaning glory hole (one wonders what videos the producers of this one were watching during the creative process), what do the gurus at Doritos do to continue riding the bow wave of PR and marketing success?

Clearly, the Doritos brand has positioned itself as a fun American stalwart. People just like these tasty triangles and the lifestyle they represent. Though the earned media coverage enjoyed in conjunction with the Super Bowl itself will likely ebb in the days following the big game, the brand team needs to continue to capitalize on the worldwide and interactive conversation it’s started with its customers.

So, how to keep them engaged? Some possibilities in no particular order.

1. Doritos “Crash” Studio – Doritos holds another contest. To enter, you submit an entry number found on the inside of Doritos bags online at a contest web site. Winners attend a “crash” course in video production taught by the two guys who did the online tips video. Winners also get the latest laptop outfitted with video editing software and a suitable video camera with accessories. The best student projects get posted online and voted on by like the same zillion folks and millions more of their friends with the winner winning more big bucks and having their ad air in a national campaign.

2. Cheesiest “Crash” Video – Hold, yeah, another contest. This time for the cheesiest “Crash” videos. Online voting, online conversation about, you get the picture.

3. Behind-The-Scenes at “Marvel’s The Avengers: Age of Ultron” – Follow the winners of the “Crash” contest around, maybe a live stream of some elements, with attendant online chats with the winners who relate their experiences. Post a completed behind-the-scenes video to YouTube and invite people to the conversation.

4. You at the Zoo – Since a good percentage of the finalist ads had animals in them, how about a photo contest with customers sending in pictures of themselves with animals – and, of course, Doritos.

5. “Crash” Diet – Doritos and fitness. Doritos can encourage a healthy lifestyle focused on responsible eating in a campaign to help fight obesity and its associated conditions and illnesses.

Just some thoughts. The possibilities are endless! Let the creative juices “crash” into one another and churn out the best ideas. Oh, and pop open a bag of Doritos as you enjoy the juice! If you were hired, what would you do?