Over the last couple of weeks, the whole world has been watching the Olympic Games, held in Tokyo, aired worldwide. Corporate giants such as Toyota, Procter & Gamble, Samsung, Intel, GE, and Airbnb are worldwide sponsors of this event and stand to make global headlines.
The masterstroke
Meanwhile, Domino’s comes along and does something straight from the heart. It is what in general PR parlance we refer to as a “PR Stunt”. When India’s Silver Medalist Mirabai Chanu shared a craving for pizza, the next thing we knew, headlines everywhere read: “Domino’s promises lifetime free pizza to Mirabai Chanu, Tokyo Olympics silver medal-winner”!
Domino’s, a brand that was not even a sponsor, came in and stole 23% of the headlines!
Pause. Read that again. 23%.
Toyota, a key sponsor, launched an electric vehicle at the Olympics and got a lot of mileage with 63% of the headlines. By any estimate, this would have cost them millions of dollars for just the launch.
But what Domino’s did by just showing sheer empathy won them not just PR mileage but consumer trust in their brand narrative.
One of the wonderful things that PR can do is something like this – helping you leverage an event, a moment, an opportunity, to make news and make headlines. It’s one thing to create advertisements and pay the media to carry them. It’s quite another to get the media excited about you.
Unboxing this insight
And how did Wizikey find out about this? Headline Grab is a data-powered feature, one amongst many, in our product that gives us that information.
Talk to us to find out how we can harness the power of data analytics to help work your PR strategy: reachus@wizikey.com.
