Culture blog

Campaign Showcase: River Monsters with Jeremy Wade (Icon Films)

Extreme fishing show ‘River Monsters with Jeremy Wade’ balances entertainment with myth-busting factual content to offer a unique angle on the wildlife documentary format.

River Monsters with Jeremy Wade

The show’s fast-paced approach combined with Jeremy’s angling experience gives it a broad appeal, whilst remaining credible with fishing fans. This unique formula has attracted an enthusiastic and evangelical online fan base which, until recently, has been solely cultivated by River Monsters’ US TV network – Animal Planet.

To tie-in with the January 2012 launch of Series 3 on ITV, Icon Films were keen to capitalise on existing online buzz around the show by launching a UK-focused social media presence that would also serve to support the PR campaign carried out by Spirit PR.

With lead times a challenge, we chose to focus solely on Twitter and (working alongside Spirit PR) launched the UK-specific profile @RiverMonstersUK. Twitter also offered an opportunity to interact with fans in real-time during each episode, spread positive word-of-mouth about the show while it was being broadcast and recruit new viewers for the following week.

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Client Showcase: Haynes Publishing

Haynes will be a familiar brand with the motorists amongst you, especially if you fancy tinkering around under the bonnet from time-to-time. With 450+ owners workshop manual titles published over the last 50 years, Haynes has become synonymous with car & motorbike maintenance the world over.

Haynes Wallace & Gromit Cracking Contraptions 2 Manual

But what you may not know is that Haynes have also published books on pretty much any hobby, interest or ‘How-to’ you could think of. Their ever-increasing range of enthusiast titles now cover Formula 1, MotoGP, Star Wars, Star Trek, Wallace & Gromit, musical instruments, locomotives, aviation, performance cars, classic cars, football history, maritime, health & fitness, camping, space exploration and even a baby manual for Dads amongst many, many other areas!

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Social network employee kidnapped!

We’ve just heard news that new social networking site All2gethr has received a video message from someone calling himself ‘AlligatorKiller’ who claims to have kidnapped their Head of Communications.

All2gethr employee kidnapped

All2gethr (and their slogan ‘Anything Goes’) has already earned a reputation for attracting dodgy (and downright sinister) behaviour from its users.  Having just recovered and re-launched following a police investigation, they now face new accusations that their practice of selling user data for profit breaks various data protection guidelines.

Its no surprise they have received fresh threats from begrudged members and anti-All2gethr protest groups. But this latest threat is, apparently, very real as they have now confirmed that one of their staff is missing.

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Client showcase: Sixpack – music for digital DJs

For over 17 years CD Pool has been providing DJs with the most in-demand tracks ahead of commercial release. With the digital music moving from strength to strength, they launched their digital DJ service in 2010 – and Sixpack was born.

Sixpack from CD Pool - Facebook

The premise is a simple one, receive six of the best tracks from your chosen genre each week. Busy DJs can pay a monthly subscription of £9.95 a month to receive their weekly packs, taking the hard work out of their music buying.

Since July this year React. Adapt. has supported CD Pool in developing the Sixpack digital strategy and launching the brand online, with a focus on developing the Sixpack social network communities. The best is yet to come however, with planned competitions and promotions coming soon.

Digital DJs can check out the Sixpack website for more info on what they offer and, of course, connect via Twitter or Facebook (where you will also find a regular stream of DJ-related tit bits!)

Keep an eye out for more client announcements coming up :)

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Foursquare launches brand pages for businesses

Until now brand pages were only available to a handful of big players (and high spenders!), but this week Foursquare announced the launch of their ‘self-service’ brand page feature – open to all.

BBC Radio 1 on Foursquare

Not to be confused with venue pages, brand pages offer businesses the chance to behave more like people (in the same way they can now do on Facebook), without being tied to a location.  Users who’ve been appointed as ‘manager’ of the brand page can choose to use Foursquare ‘as a page’. This means the brand can check-in to venues, follow other users (& brand pages) and most importantly leave tips. So brands on Foursquare now have the opportunity to leave hyper-relevant, highly-targeted content at locations for people to discover.

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#Twitterview: Introducing our new Content & Communities Manager

Things have been bubbling away nicely here at React. Adapt. HQ for a while now with loads of lovely new clients joining us on our merry adventure through social-media-land (more on that soon!).  So we decided it was time to take on brand new Content & Communities Manager – Hannah-Jane Taskis.

Hannah-Jane Taskis - Content & Communities Manager

We could have done the standard formal announcement along with CV blah, blah, blah, but that’s a bit boring so we decided to leave it to our new recruit to decide the format of her introduction.

Being a fan of all things Twitter and loving a good natter, Hannah-Jane plumped for a Stephen Fry stylee Twitterview, which took place last week and was, as predicted, a much more entertaining way of announcing her arrival for all concerned!

For those of you who missed the live Twitterview – here it is in summary, links n’ all.  Expect to see more of Hannah-Jane’s musings on this very blog in the weeks and months to come.

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React. Adapt. has a new home!

We’ve been on a bit of an adventure in the last few months saving children from burning buildings, foiling the dastardly plans of local criminals and generally doing good wherever we end up.

But we’ve found a place we’d like to call home here at Mariner House in Prince St (Bristol).  So we’d like to officially announce the new office and HQ for React. Adapt. to you all and offer a warm, cuddly welcome to our neighbours Stuff Advertising (@stuffbristol), Pretty Good Digital (@prettyg00d) and Blue Brand (@bbcreative).
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Is Twitter growing up?

In his recent book ‘Delivering Happiness’, Zappos CEO Tony Hsieh wrote about the moment in the early days of the business when he sat down with CFO Fred Lin and asked the question ’What do we want to be when we grow up’?

Baby crying

With an estimated 200 million now using Twitter and 65 million Tweets being sent per day some may argue that in the world of Social, Twitter is certainly no spring chicken. The heavy adoption amongst celebrities, politicians and the media has fast-tracked the network to stardom and engrained it in the global Zeitgeist.

But in business terms although Twitter has made some inroads in the US with the introduction revenue streams such as ‘Promoted Tweets’, it certainly has a way to go before it matches the behemoth that is Facebook on subscribers, ad revenue or turnover.

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shrtn.co: put money where your mouth is

There has been a long-running debate amongst many in the marketing world about the best way to harness the intrinsic value of Twitter conversation. I always argue that the value inherent in a spontaneous positive mention for your brand is pretty much priceless – but that’s because I’m a wishy-washy social media idealist.

shrtn.co homepage

None-the-less I work with businesses that, very understandably, require a much more defined return-on-investment than just a warm, happy glow in their hearts.  So I’m pleased that the clever people over at shrtn.co have come up with a very simple but fiendishly effective way for anyone to start making money from their tweets.

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Facebook: Will it be the new internet?

Those of you who are geeky enough to be keeping up with social media news lately will have noticed some potentially game-changing announcements from Facebook. The techies at Zuckerberg’s market-leading social platform have been very busy pushing out new user & developer features that open up massive potential for integration across mobile & web, not to mention influencing the way we use the service.

Facebook Mobile annoucements - Mark Zuckerberg

Recent announcements include <quick gasp of air!> the launch of single sign-on for mobile apps, access to the Facebook Search & Places database for app developers, a ‘Deals’ feature for Pages that can be linked to locations, plus the updated Facebook messaging and a possible homepage tool on the horizon.

Such a battery of updates might lead conspiracy nuts (and me) to wonder about their game plan.  Could it be that the future of the internet is Facebook-shaped?  Are we looking at Google 2.0 (.4.6.1v3)?

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