Sending a message in a bottle across the ocean, hoping for it to be found by someone faraway, is an idea as old as the Ancient Greeks. Christopher Columbus did it, NASA has done it, The Police sang about it. We all recognize the romance, the adventure and the endless possibilities of communicating with the unknown. So it was only a matter of time before a message in a bottle got its own Twitter account: @solosoftdrink.
Norwegian soft drink company Solo has launched the World’s Largest Message in a Bottle into the Atlantic from the island of Tenerife. Their perfect press release combination of a fun story, great images and an accompanying Multimedia News Release made sure that a good idea caught all of the attention it deserved.
The best content has to quickly grab readers’ attention as you have only around ten seconds to convince them to keep looking. Solo’s use of images in this release is a perfect example of engaging content. People will want to see the largest bottle in the world, and get answers to: “How big is the world’s largest bottle?” “Will it float?” “How will it sail?” Note the dramatic Norwegian icescape, the promising ocean blue and the magnificently over-sized bottle.
The videos are action-packed, showing exactly how you go about building a two and a half ton bottle complete with a 12m2 letter, satellite tracking technology and the ability to survive the Atlantic Ocean. Then there’s the glamour footage – the sun soaked island, and the inevitable presence of Miss Tenerife, who obliged by falling off the bottle and getting a soaking.
This story will run and run, thanks to clever use of social media. The bottle is live tweeting its journey across the ocean and fans can chart progress on Solo’s great looking Facebook page. Additionally, on the MNR an Instagram widget displays Solo bottles in attractive and fun settings, making the page even more visual and interactive so viewers are more likely to click the Follow button. These are all great examples of engaging people with a campaign and letting them have their say, which is essential if you want readers to stay interested in what you have to say to them.
Author Andrew Woodall is one of PR Newswire’s social media ambassadors and is MNR & operations manager for the PR Newswire EMEA team based in London.