Campaign: Removal Van Persie
PR team: Cow PR
Timescale: July-August 2012
Budget: Under £15,000
- To deliver national news coverage
- To create content with social media viral potential
- To provide an internal boost to Coral staff.
Strategy and plan
Cow used the uncertainty over whether Arsenal's Robin van Persie would stay at the club as a hook. The team based activity on the likelihood he would leave. A van was hired and transfer gossip was monitored. When the news broke that Manchester United had agreed to sign him, the team parked a 'Removal Van Persie' van outside the Emirates Stadium. Photos and video footage were released to the media, with images seeded on Twitter.
Measurement and evaluation
The activity created more than 50 pieces of coverage, including in The Sun, Daily Star and Metro, and on Telegraph.co.uk. Within hours #removalvanpersie was trending across the UK.
Coral cited the stunt as its most successful consumer PR and social media activity. The stunt reached an estimated 1.3 million people on Twitter in a day.