PR is the Experience Business

Care of “…the world’s leading…” blog comes news of the Intel Centrino Pro Challenge, a series of YouTube-ified videos that feature ZDNet Journalists (led by one Rupert Goodwins) taking on IT executives from Nexus in a University challenge style quiz.

The whole shindig is chaired by Intel’s UK CEO and was conceived by H&K’s London office. Kudos for executing what must’ve been a tough event to coordinate. Those journeys from London to Slough are tough…

I think the concept of the Pro Challenge is great and really goes to show that PR people are now in the experience business. The experiences of journalists we’d like to cover our client and, increasingly, the online experiences of people who want to interact with our clients.

The problem is that this project works extremely well in real life but doesn’t translate to an effective digital experience.

While this would’ve a great yarn for the beer hungry journos (Goodwins’ formula for media coverage depends heavily on the amount of beer you buy him involved in the briefing), Intel customers (no doubt to be quoted in a prominent upcoming case study) and Intel execs (see customers) I’m not sure why it needed to be broadcast on YouTube six times.

Yes there are a few funny moments, as twl points out, but it’s not a great viewing experience. Thank heaven for small mercies that the master clip was edited into smaller, more bite sized portions. 20 min of that would have been almost unbearable.

I’m a big proponent of great media experiences – FH Canada client Gatorade recently had a media hockey game and I caught this sponsored football match from the Talksport presenters a few weeks back.

But some word’s of advice for PRs –

More of this,

Less of this please.

If you’re reading this in a feedreader, please click through to read PR is the experience business and view the embedded videos.

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