The digital world has become so pervasive that we have lost touch with real life experiences. The same goes for public relations.
Earlier this week, I received a neat package in the mail, containing a box that had two packages of “Skittles” (both since eaten) and an old-fashioned stereoscopic viewer, all of it a promotion for the new Australian “Movietimes” comparison movie booking website. The promotions company involved – the Taboo Group, based in Melbourne – has been targeting Australian bloggers, as a means of promoting the service. Here is a photo (without the now eaten candy):
Well, I was charmed, and thus here (above) is my link. It has been an awfully long time since I have received an “analogue” (actually, what I mean to say is “physical”) promotion in the mail. I used to receive a number of them in my role as a film critic for The Australian Jewish News, but in our hyper-digital world, these have dropped away.
My favourite was a t-shirt some years ago that promoted a theatrical re-release of the (now classic) film Apocalypse Now. It had brown writing on an off-white t-shirt, and I remember wearing it so much that I finally wore it out. And I had loads – and I mean truly loads – of comments about the shirt. Mostly along the lines of, “Wow, where did you get that shirt?” To which I explained that I was a film critic and the distributor sent me a copy because of the re-release.
Cost of the “Movietimes” package – probably not much. Cost of the t-shirt: again, surely less than $10. Impact? Tremendous.
So when we continue our fancy digital promotions, remember that there’s nothing like some true “experiential” PR, the t-shirt, the candy, the physical object that we see, touch, feel and taste.