By Robin Swire •

Bonkers For Conkers - The Story Of A Viral PR Campaign

Here at Parallax we’re always striving to improve results for our clients and help them to meet their marketing objectives.

One particular client that we enjoy working with is Town Centre Car Parks. TCCP are based in Leeds, but operate car parks nationally and work with Parallax on a monthly basis to continue the growth of their business online.

As a business that has operated in the Leeds area since 1959, TCCP were wanting to give something back to the environment to help offset emissions of drivers across the city and required a unique promotional campaign to meet these objectives.

Lawrence Dudley, Director of Parallax said “TCCP came to us with the vision of giving something back to the environment so we got thinking of some creative ideas that would generate some awareness. This is where the idea for the ‘Bonkers for Conkers’ campaign originated”

Bonkers for Conkers

The idea behind the promotion was simple. For one week only in September, drivers using selected car parks in Leeds and Manchester were given the chance to pay for their parking using conkers. At the rate of 20p per conker, visitors were allowed to redeem up to £10 worth of parking per day by simply handing them over to an attendant.

Following the promotion, Town Centre Car Parks donated to the Hetchell Wood Nature Reserve outside Leeds to help prepare the forest for winter and plant trees where they were desperately needed.

Going Viral

The campaign itself proved to be a viral hit across global media. The Yorkshire Evening Post kindly featured it on the front cover of their newspaper, and we had major articles on the Daily Mail, The Metro, The Telegraph and MSN websites amongst others. BBC News featured the campaign on TV and online becoming the most read article on that day, and in the top 10 read of the entire week. ITN News also featured the campaign on television and online.

As well as national UK coverage, the promotion also made it into the worldwide media. From TIME magazine, to Fox News, to Canadian, Chinese and Indian newspapers, our Bonkers for Conkers campaign reached a truly global audience. Social media played it’s part in it’s success with over 8000 tweets recorded, and thousands of Facebook comments during the week-long campaign.

Check out a few of the tweets

Dudley later mentioned “We were completely blown away by the overall feedback of the campaign. We were really proud to meet the objectives for the client and achieve such fantastic coverage across the world. We can’t wait to work on some further campaigns with the client”.

TCCP Managing Director Ben Ziff said “The response to the promotion was unbelievable. We’re so pleased that we gained such fantastic coverage from the press and how much our customers enjoyed it. I’m glad that we could raise a bit of awareness for the environment and also help out Hetchell Wood Nature Reserve in a small way”.

If you’d like to discuss online PR, outreach and content marketing then get in touch. We’d love to hear from you.