In a splintered media landscape with diminished consumer attention spans, public relations professionals must find increasingly creative ways to capture consumer interest and spark viral moments.
This blog post draws inspiration from Timothée Chalamet’s appearance as a guest picker on ESPN’s College GameDay, where he stunned the hosts and fans with his extensive knowledge of college football. The actor’s confident, well-researched insights and accurate predictions earned widespread praise, creating a viral sensation that resonated across both traditional and social media.
Surprisingly, this booking on ESPN’s College GameDay was part of the movie promotion tour of A Complete Unknown, the blockbuster Bob Dylan biopic in which Timothée Chalamet plays the lead. By utilizing Chalamet’s personal interest in football, the communications professionals involved in the tour tapped into an unexpected channel to reach consumers and boost anticipation for the film, reinforcing the idea that creative public relations strategies and spokespersons can amplify brand awareness and consumer engagement.
This post highlights four key strategies to help you break through the clutter:
- Leveraging Unexpected Channels
ESPN’s College GameDay may not have been the expected or traditional choice to promote a movie based on the 1960s folk music scene. However, Chalamet’s surprising performance on the show made waves and captivated audiences, elevating awareness of A Complete Unknown. Utilizing a non-traditional platform, such as a college football pre-game show, for a movie promotional tour, the campaign reached new audiences that might not have been accessible through traditional methods. - Arming Your Spokesperson for Success
A well-prepared spokesperson is essential to a successful media appearance. It is imperative to arm your spokesperson with clear key messages and fact-checked information. During his appearance on ESPN’s College GameDay, Chalamet referenced a sheet of paper, which most likely detailed various facts and key messages. Messaging documents and briefing sheets are crucial for a standout appearance and successful message delivery, especially as they can help avoid mistakes and brand messaging blunders. If the spokesperson is not prepared, it may be a better option to pass on the opportunity, as it is a safer bet to protect the brand reputation instead of risking a potential misstep. - Make Use of Organic Momentum to Passively Plug Brands and News
While prominent features are valuable, not all placements need to showcase your brand, event, or cause as the primary focus. Even when mentioned passively, the viewer or reader can still absorb the brand messaging effectively. For example, Chalamet’s College GameDay appearance did not solely discuss A Complete Unknown, but it broadcasted the film’s release to an entirely new audience, ultimately boosting awareness of the film.PR professionals are all taught that public relations aims to build long-term credibility and trust with the public. Instead of a feature article that could even appear to be paid content, passive mentions of the brand can be just as valuable (sometimes more so), without feeling forced. Due to their more organic, free-flowing format, these types of mentions are stored as authentic and impactful in the consumer’s mind.
- Tapping Into Spokesperson Interests, Expertise and Personal Experiences
In the case of A Complete Unknown, the promotional team capitalized on Chalamet’s genuine interest in college football. When a spokesperson’s interests or expertise align with a campaign or can be utilized to increase awareness, their authenticity can enhance the brand’s credibility and captivate consumers’ attention. PR professionals should always consider whether a spokesperson embodies the brand’s values and aligns with its messaging to ensure synergy with the brand, keeping their interests, expertise and personal experience in mind.
With today’s ever-changing media landscape and incredibly short attention spans, finding the right spokesperson and coming up with creative PR strategies to break the mold can present both challenges and excellent public relations opportunities. As seen through the viral success of Timothée Chalamet’s College GameDay appearance for A Complete Unknown, having a strong spokesperson and utilizing creative strategies can be crucial for resonating with consumers and building long-term message retention. Public relations professionals should continue to explore innovative strategies and spokesperson campaigns because, when they are successful, they can create sensational, sometimes viral, buzz.
