June 14, 2014 By LIZ BOWEN 1 minute read


Wilkinson Sword are smooth! Over the past few years they have played on occasions such as Valentines Day and launched fantastic PR stunts.

This time it’s Fathers Day! They brought their ‘Dad-ication’ campaign to social media after launching a video pop up tent in London. They encouraged passers by to go into the booth and tell their dad’s what they are thankful for. As a result, participants got an engraved Wilkinson Sword Hydro 5.

Afterwards, they pushed it out to people on social media via Facebook and Twitter to win one of 30,000 engraved razors too. All participants have to do is use the hashtag #Dadication.

Wilkinson also commissioned their own survey to find out how the nation interacts with their fathers. Nearly half (49 per cent) greeted their dad verbally and less than a third (28 per cent) give their dad hugs.

The trick with this type of PR stunt is to play on emotions. Around Mothers Day, Fathers Day and Valentines Day, customers are feeling emotional and want to give to their loved ones. If you can create a great buzz around your brand while giving back to your customers, you have got the gold dust.

As it is Fathers Day coming up, I’m going to use this blog as my dad-ication –

Happy Fathers Day Dad! Sorry I can’t be with you, but hopefully next year we can be in the same country! Thanks for everything you do. You really are one in a million!

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