Magnet #62 05/08/22
#Magnet 62
This week has bought lots of news- from England winning the Women’s EUROS to TikTok selling fresh food- we’re here to dive into how it all shapes marketing.
Enjoy!
Women’s EUROS Final:
England’s historic win over Germany in the Women’s Euro 2022 final at a sold-out Wembley Stadium pulled in a peak TV audience of 17.4 million on BBC One, making it the most-watched women’s football game on UK television of all-time and the most-watched programme of 2022 so far.
BBC Director-General, Tim Davie said: “We are incredibly proud to have championed women’s football and are thrilled we were able to bring such a special sporting moment to the public. This was the most-watched women’s football game on UK television of all-time and the most-watched programme in 2022 so far - and deservedly so. Everyone at the BBC is delighted at the win and being able to share that with the public.
Across BBC iPlayer and BBC Sport website and app there were a further 5.9 million streams as audiences witnessed goals from Ella Toone and an extra-time winner from Chloe Kelly, as the Lionesses claimed victory in a major international tournament for England for the first time since 1966.
Big Brother
The Big Brother house is being rebuilt for a dramatic return to ITV after the show was axed in 2018- after running for 18 years. The broadcaster is planning to run Big Brother on ITV 2 and on its new streaming service ITVX.
The reveal of this surprise came during the finale of its reality TV Love Island- a clever way to create buzz and a capture a potential new audience for the show.
ITV said the revived format will run for six weeks, featuring a “new cast of carefully selected housemates, from all walks of life”, in a Big Brother house that “will be given its own contemporary new look ready for this re-imagining of the show”.
Campaigns:
Maynards Bassetts has challenged the nation to a “larger than life” game of I Spy with giant inflatable sweets from their brand across the UK.
“I spy Maynards” was created in partnership with VCCP and spotlights how Wine Gums and Jelly Babies are the perfect travel companions for summer road trips. People who spot any of the giant Jelly Babies or Port and Round Sherry Wine Gums can enter the location online to be in with a chance of winning £2,000. The profile of the contest is being boosted via out-of-home, radio and social media activity running until 7 August.
The visual creative shows the Wine Gum and Jelly Baby inflatables hidden near famous roadside landmarks.
“Our goal for this summer was to continue evolving our ‘Set the juice loose’ campaign by adding an activation element to it,” Anna Ulrich, brand manager at Maynards Bassetts, explained.
TikTok news
TikTok’s UK users can now buy fresh food through its shop. Pasta Evangelists, The Fish Society and The Veg Box Company are among the retailers that have launched on the social media platform’s shop this week!
The launch comes at a time when the platform’s #FoodTok have passed 26bn views. Both well-known and amateur chefs alike are sharing their food content on the platform, and TikTok says it has seen some of the biggest viral food trends over the past year start on its website.
Shoppers who download the TikTok app can complete their purchase entirely through retailers’ TikTok Shop pages. Retailers and brands can also opt to work with TikTok creators to run live events offering discounts alongside content. Merchants then fulfil orders directly.
The start of fresh food sales is being marked by a week of food-related live events on the site, featuring brands from my protein to bakedincakes.