Retail specialist puts PR weight behind its Letter launch
Clintons is on a roll with its PR campaign, its latest activity promises ‘A new social network for the age of emotion’ that requires ‘no batteries or power’. It is in fact the launch of a new greeting card range, called Letter, the designs of which make fun of social media.
The national media have lapped up the tongue-in-cheek phrasing in Clintons’ press release which was issued today (20 April) to coincide with the launch of the Letter range in stores.
The release includes a quirky quote from Tim Fairs, VP of marketing at Clintons: “We wanted to build the foundation and DNA of the new and secure one-to-one social network in line with the ongoing trend and evolution of social towards dynamically generated and authentic user-generated and non-syndicable content through technologies like liquidink, paper, PEN, postBOX and manTELpiece. This trend essentially abstracts the content from its presentation and distribution, atomizing content into a feed-based universe. Letter leverages real-world assets and integrates seamlessly with authentic 3-D real-world lives.”
The serious message behind the fun activity is , as Tim told PGBuzz: “to reinforce the value of sending greeting cards and how their tangibility far outshines anything that a fleeting image on Snapchat or hastily sent Twitter post can do. The designs are a gentle dig at those who are addicted to social media that there are more important things in life.”
Clintons’ approach with the launch of Letter echoes the Device Like No Other spoof launch that American Greetings instigated at the Consumer Electronics Show in Las Vegas recently which attracted the attention of techno geeks looking to discover something that had ‘unlimited memory’ and ‘superfast connections’. You have guessed it, a greeting card!