Lidl don’t waste any time, especially when it can make great PR

Zayn Maliks shock exit from One Direction caused outcry (and a lot of jokes) on Twitter, however, Lidl seem to have responded with the winning punch line. I often post blogs about creative PR, but I especially appreciate PR teams that handle situations with quick and witty responses. Lidl, upon hearing the news, tweeted a photo of the One Direction Easter Egg for sale in stores with the tweet reading, ‘#Awkward – looks like we’ll just have to knock a 1/5 off too. #AlwaysInOurHeartsZaynMalik #ByeZayn‘  Screen shot 2015-03-26 at 18.27.08

People’s tweets back to Lidl showed their support for the humorous reduction with one person tweeting, ‘Lidl are now offering 1/5th of their one direction Easter egg. That’s some genius marketing right there.’

Lidl Ireland even went on to make a hashtag #lidllaughs and tweet with it a photo of the easter egg with writing ‘*still featuring Zayn’

Screen shot 2015-03-26 at 18.37.12

The funny tactic has brought a lot of awareness to the brand over social media and potentially brought in new customers with one tweet in response saying, ‘This is hilarious, makes me want to shop at Lidl now.’

Screen shot 2015-03-27 at 19.00.18I always think that timing is very important when planning PR and marketing tactics and the can be very effective for gaining awareness. A similar case was in 2013 when Oreo tweeted in response to the Superbowl blackout as shown to the left.

Oreos clever and witty post received 10’000 retweets in the first hour alone and became one of the most rememberable ads from the 2013 Superbowl. It just shows how effective it can be to have a PR team on standby for whenever something happens that can be used as an opportunity.

 
 

Lidl used a similar tactic in response to Sainsbury’s slip up over internal communication:

Screen shot 2015-03-27 at 19.19.30Screen shot 2015-03-27 at 19.18.47

 

 

 

 

 

 

 

What do you think?

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