Kommando in action to promote Glasgow 2014
November 14, 2013
Creative Clyde resident Kommando was recently in action, devising a nationwide tour with Consolidated PR on behalf of the Scottish Government and the Commonwealth Games ahead of the games in 2014.
The ‘experience marketing’ agency uses technology and military-like execution to create strong brand immersion campaigns for clients. They basically help turn dreamed up marketing ideas into real on-the-ground campaigns.
Unless, you’ve been hiding under a rock for the past year, you’ll all know that on 23rd July 2014, the XX Commonwealth Games will open in Glasgow. While the Games themselves will provide 11 days of memorable sport, they also will bring a wealth of opportunities which go beyond delivering a world-class sporting event.
As part of Legacy 2014 for the government, Kommando teamed up with Consolidated PR to devise a nationwide tour to promote Legacy, which aims to demonstrate the benefits the games will bring to Scotland, post-2014.
People attending the tour were able to find out how their community would benefit from Glasgow hosting the Commonwealth games, add their face to the legacy campaign and place their legacy wish on a specially created wishing tree.
The tour saw Kommando’s photo marketing partners – PixAngels, present images as a free token of the day. Photos were secured within a branded frame which in turn pushed consumers online to view, share and download their photo and legacy message.
XX Commonwealth Games branded relay batons and ‘Legacy Wish’ speech bubbles allowed consumers to voice their hopes for Legacy 2014 as well as adding a fun element to the photos encouraging more consumers to have their picture taken.
The campaign not only magnified the XX Commonwealth Games and its imminent arrival next year by providing an engaging brand experience but also encouraged online activity post Legacy 2014 events.
All images were uploaded to a branded online image gallery which meant the experience would be extended after each event itself. The recipients of photos were encouraged to visit the bespoke built photo gallery via www.legacy2014.co.uk in order to obtain their photos.
Have you taken part in any exciting stunts in the run up to Glasgow 2014? Better yet, did you manage take part in the Kommando event?