Extreme PR Makeover – Giraffe Edition

By Posted in - Blog & Grassroots Marketing & Media Relations & Social Media & Special Events on October 24th, 2012 2 Comments

So if you live in Greenville, S.C. and don’t know that a baby giraffe has recently been born, then you are living under a rock (a rock, perhaps, at the Greenville Zoo).

I woke up yesterday morning to a barrage of Facebook posts and Tweets all talking about the giraffe. It’s definitely an exciting announcement – and, let’s face it.

This. Thing. Is. CUTE.

What’s even cuter (and genius) is that someone has now started Tweeting on behalf of the baby giraffe recently named Kiko.  Caitlin mentioned this in her recent post.

This ghostwriter is funny, responsive and interesting – and has made it clear it’s not associated with the zoo.

This has got me thinking:

“How can the zoo capitalize on this online interest – and the secret ghostwriter?”

From what I can tell, there hasn’t been a connection so far.  Here are a few thoughts.

  • Connect with the individual offline and introduce yourself. Learn why this person is tweeting on behalf of the giraffe and offer ways to continue the relationship.
  • Pitch local T.V. and print editors a story about the new giraffe – and the online personality behind the giraffe.  Audiences probably want to know about both!
  • Invite the individual (who is still unknown to my knowledge) out to the zoo for a “meet and greet” with Kiko. Attendees can join by donating a determined amount to the zoo.
  • Unveil a series of clues about the unidentified person – when someone guesses who it is, they win a prize (free passes to the zoo for a year, a special “meet and greet” with Kiko, etc.)
  • Host a promotion similar to “Where in the World is Carmen San Diego?” Partner with local businesses in Greenville and have the giraffe “visit” certain areas and provide clues about the business, location and services.  The first 10 people to arrive at the business receive a special offer – and get a signed autographed copy of the baby giraffe.
  • Discuss how this can be used for other zoo activities.  Not every animal needs a Twitter handle, but how can you maximize the interest beyond the birth announcement?

What ideas do you have to add?? Would love to hear from you.

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  • Liza Jones -

    October 24, 2012 at 7:50 pm

    Kim, I totally agree. I just commented on Caitlin’s post, too, but it would be great to find a way for the Zoo and the unknown “tweeter” to work together and collaborate. Embrace the opportunity and make it work for you.

  • Kim -

    October 24, 2012 at 11:01 pm

    Agreed. I mean, so many brands would love the opportunity to have exposure like this through solid, engaging and positive conversations. I honestly don’t see a downside to at least acknowledging the Twitter handle and engaging with him/her. If the Online personality has a snafu or says something inappropriate (which doesn’t look likely) the zoo has no liability because they aren’t technically partners or associates. It looks like fun.

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