Daim Bar - Second Daim Around - How to ruin a great idea through Social Media

Daim Bar are apparently looking for a 90s Pop Act to revive for their new campaign. But the onus is on the retro acts to submit themselves for consideration. A wicked idea.

I only just read about this on Digital Spy, but it turns our I'm a bit late on in the proceedings. I say proceedings, this has not taken off as it could.

How Cleopatra would sell you Daim bars

For reasons I won't go into, I feel qualified to pull this apart. I'm not doing this maliciously, like I say I think it's a great idea, but largely out of professional curiosity. I have no axe to grind with the agency that seems to be behind it, Golin Harris, and can only dream of achieving what they have as an agency. I am also highly conscious that this appears to be a campaign with zero media budget.

The campaign has had exposure on The Sun's website, on Digital Spy today and Daim has over 50,000 fans in various guises on Facebook, so it has the chance to gain traction. It hasn't. If you aren't in control of your brand's pages on sites like Facebook, you're missing a valuable communication tool.

The fans exist on Facebook - they need to be tapped into

The Second Daim Around Facebook fan page consequently has just 507 fans. They did, at least, get the vanity url. Admittedly a second page encouraging people to vote for Kavanagh has 106 fans. I suspect there's a degree of crossover.

There is no presence for the campaign on Twitter. Three people have mentioned 'Second Daim Around' on Twitter. They are: a lady who works for Golin Harris; a gentleman who works for Golin Harris; and a member of Cleopatra.

Second Daim Around is not trending

It's easy to get a bit of a following on Twitter for a brand. Everyone has a quick look when they get a new follower, and wonders why that follower might have chosen them. If you follow people who have tweeted about, for example, Daim/Dime bars, appalling 90s acts like MN8, Ultimate Kaos and the like (from my rudimentary research, Dr Alban AND Haddaway are recording a track together right now. They'd have been up for it, and people are talking about them), they'll look into what you're promoting. Start a conversation, a natural one, and draw them in. They'll tell their friends. It's more interesting than what they had for lunch.

The You Tube channel is not a Daim channel, it's the agency's, Golin Harris. It costs nothing to set up a You Tube channel and change the background. I know for I have done this for a client who had no budget for this aspect of the campaign.

The agency's You Tube channel

Again, You Tube is an easy way to give your brand an identity, another home, and another means of actually communicating with the audience who want to know. Whack a few comments on videos of the bands you're targeting, and start the chain.

As a consequence of this lack of networking, there has not been much of an uptake from the acts that have been targeted. Cleopatra and Kavanagh were the subjects of the Digital Spy and Sun stories respectively, but aside from that the agency have been publicly scratching around for other names, including trying to solicit Mr Motivator's involvement via Twitter. Mr Motivator has already enjoyed a retro renaissance on GMTV.

Lacking Motivation

I will give you the names, and backgrounds, of the acts.

Ray Pohill. From 2 Point 4 Children. I literally have never seen this guy before in my life. And I watched the show. It absolutely honks of desperation, and looks suspiciously like it was filmed in someone's swanky office.



Sicknote from London's Burning. Seriously. I remember the character's name, I would not know him if I fell over him.



Kavanagh, who is the sort of name I bring out when I think of this kind of thing, so fair play. He is literally all over it. He is still gigging.



Rowetta, who was on X Factor a couple of years back despite the fact that she had already had a career as a member of the Happy Mondays, has an audition on the Facebook page but not on You Tube. It's a shame because it was filmed outside a pub, edited on a camcorder and features a dog eating loads of Daim bars. It gets my vote.

Last, but by no means least, Cleopatra. They could have conducted the campaign on their own. They have posted mock-ups of how they'd look in an ad (see above), videos of other acts endorsing their candidacy (including S Club, Lil' Chris and Big Brovaz), and been active on Twitter and Facebook stirring up support. It's a shame nobody knows what for.



'Vote for Cleopatra' the video involves them apparently showing their backsides to the audience in a provincial club, possibly Pulse in Cardiff. It has had 50 views. I was probably 3 of them. Kavanagh is knocking on the 350 mark, but it was linked to by The Sun, so that is not a good total.

One of the reasons I'm so disappointed, apart from the chance to see a load of 90s acts revived, is that this has been proved to be achievable. Take Vanilla Ice.



Virgin Mobile in Australia took it upon themselves to apologise for past indiscretions in music, starting with Vanilla Ice. Right Music Wrongs was the campaign and, although it had media spend attached, the viral and PR element was where the real value was achieved, culminating in an actual new tour for Vanilla Ice off the back of his renewed popularity, and Australia's most viewed viral film ever.

The Right Music Wrongs campaign was a winner in the Titanium and Integrated Lions at Cannes.