Feb 28, 2014

Content We Love: A Press Release That’s Not So Airheaded

ContentWeLove

Click to view the entire multimedia news release

Click to view the entire multimedia news release

While fame-seeking is hardly a new phenomenon, social media has enabled its users to imitate feelings of stardom by seeing their own faces on a screen and gaining friends, followers, likes, or retweets for sharing their personal stories. Celebrities like Justin Bieber who transcended the digital barrier after gaining popularity on YouTube, have given hope to aspiring stars that they too have a chance in the spotlight.

Social Media Pew

via Pew Research Journalism Project

Airheads Candy is now capitalizing on this peculiar phenomenon by promoting their social media video contest which offers fans a chance to be featured in their new ad campaign. Pew research shows that channels like YouTube and Twitter are the most popular among younger age groups, which fully aligns with the audience that Airheads hopes to capture. The multimedia press release titled, “#Airheadsneeded: Brand Searches for Airheaded Commercial Star” employs a mix of humorous storytelling, clever social elements, and colorful imagery to earn a spot as this week’s Content We Love.

Multimedia components are indispensable to a press release if you intend to raise awareness amongst the greatest audience possible. By including both videos and photos, Airheads reaches audiences on channels that text alone cannot such as YouTube, Vine, and Instagram, which are purely driven by visual content. Additionally, the brand is highlighting all video contest submissions in a dedicated Tumblr page that are truly hilarious, memorable, and more importantly, shareable.

The headline commands attention from readers with an interesting news hook in fewer than 140 characters and includes a hashtag, with a subhead providing more context. Who hasn’t daydreamed at least once about what it would feel like to be famous? Airheads is highly aware of whom they are targeting and encouraging social interaction, which heavily influences the results we see on search engines.

A specific call to action after the lead paragraph drives readers to your objective regardless of whether they read the entire release. Considering this is a social media contest, Airheads wisely includes a click-to-tweet button in their call-to-action to further promote the campaign.

Quotes from a brand leader communicate a new opportunity that the audience can gain. In this case, the quote from Associate Brand Manager, Jen Redmond is telling readers that if you’re already creating funny videos on your own time every day, why not get famous for it?

An interesting and engaging story that takes the focus off the brand is key to persuading the audience to take your desired action. Despite being the first major advertising campaign that Airheads has ever launched, the brand draws attention away from itself and puts the spotlight on sweet-toothed fans instead.

Even though Airheads have been a longtime staple in candy aisles across America, this press release re-establishes the brand’s cultural relevancy to a new generation of candy-loving, digital-savvy consumers and is bound to generate greater awareness from employing a few simple writing tactics. Kudos to Airheads on a crafting a very smart press release!

Nowadays it seems like everyone is taking selfies, causing a major shift in content creation over the last several years. How can your brand compete and stand out to get your message seen?

Register now to join Michael Pranikoff at PR Newswire’s Lunch and Learn series “How to Keep Your Content Relevant in the Age of the Selfie” in Atlanta, GA on March 4th: prn.to/ATLSelfie 

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