Beyond PR

Feb 07, 2014

Content We Love: A “Crazy Good” Press Release

PopTarts Release

Click the image to view the entire multimedia news release

In this week’s Content We Love, freestyle skiers Torin Yater-Wallace and Maggie Voisin head to Sochi to compete in the first ever Olympic freeskiing competition. In honor of their incredible journeys, Pop-Tarts are featuring the medal contenders on limited edition boxes of their beloved breakfast pastry. Did I also mention that the latest additions to Team USA are teenagers?  Their remarkable stories weaved together by a variety of rich visual and social elements make this an unusual example of a press release that is all about storytelling.

A sign of a great press release is one that strikes an emotional chord with its readers. When reading this release, I felt in awe of how much these athletes have accomplished at such a young age. Eighteen-year old Torin remains the youngest Winter X-Games medalist in history, and fifteen-year old Maggie is the youngest U.S Winter Olympic hopeful since 1972. While these fascinating stories will surely resonate within a younger demographic of aspiring athletes, the inspiration one can gain from their passion and dedication transcends generational boundaries and creates an interesting reader experience for a broad audience of all ages.

Featured video footage of Torin catching big air on the slopes makes it hard to believe that he isn’t a seasoned veteran of the sport. But that all changes in the following scene as he names his (several) teen idol crushes. Using a multimedia element to capture Torin’s incredible talent and youthful charm adds another level of engagement to this release.

Incorporating suggested tweets and links to other popular social channels make it easy for readers to share this content and drive social conversations in the direction that Pop Tarts is hoping for. On Instagram, the Pop Tarts team has developed a great deal of entertaining content that shows a true understanding of their audience interests and aligns their efforts to appeal to a younger Olympic fan base.

PopTarts suggested tweets

The variety of storytelling elements incorporated within this release showcase a prime example of distributing content that caters to the audience’s interests and leaves a long-lasting and memorable impression. I look forward to cheering on Torin and Maggie in the upcoming games. Kudos to the Pop Tarts team on their great PR efforts!

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