Textappeal | Textappeal - Part 6
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Author: Textappeal

NEW YEAR COUNTDOWN (Day -20, Oreo’s Touchdown in the dark)

  |   CultureShocks Blog

How do you leverage an unexpected incident during a mega sport event that over 100 million people are tuning in, in real time?

During the unexpected blackout in the Super Bowl match in 2013, Oreo looked at it as an opportunity, quickly. The tweet “Power out? No problem” went out along with a highly relevant tagline “You can still dunk in the dark”.

The graphic released was allegedly designed, captioned and approved within minutes, and the tweet was retweeted over 10,000 times, probably more effective than the TV spot which costs millions to air.

It created huge buzz and other brands jumped on the bandwagon.

Power of real time social media marketing at its best.

oreo super bowl

Example kindly provided by Tanaya B Jain from Canada.

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NEW YEAR COUNTDOWN (Day -21, Gil Stauffer. You’re under arrest)

  |   CultureShocks Blog

Our 4th blog post for our New Year countdown is from Gil Stauffer.  In contrast to yesterday’s excellent example from Gillette, here is a not-so-excellent example from Spain.

A woman tweeted a complaint to Gil Stauffer (moving company in Spain) service saying:

‘Asking @Gil_stauffer for the moving costs from Madrid – Barcelona and they couldn’t confirm the delivery date “It could be 15 days or 1 month” #shameful’.

This comment got more than 400 retweets. Then, the company tweeted back:

‘@Rosita_correr This tweet damages our brand because of the hashtag you used. Delete it or we will have to send it to the legal office.’

The answer got so many negative feedbacks from Twitter followers towards the brand with the hashtag #shameful in reference to the brand.

Gil Stauffer, instead of backing down, decided to publicly threat a fan:

Juancorbera: ‘@Gil_stauffer your answer is even more #shameful.’

Gil Stauffer:  ‘@juancorbera Thanks for your comment. We will proceed as a consequence  #sue’

After this negative answer, they tripled the number of negative tweets and decided to stop posting. Days later they apologized for the inconvenience.

Gil Stauffer-min

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Cross Cultural Childcare Landscape Textappeal


  |   CultureShocks Blog


As grindingly hard as parenthood seems, particularly in the throes of the first weeks, it may be easier today than it has ever been. Most of us living in Europe would agree that our mothers wouldn’t recognise the parenting landscape, with its paid leave, subsidised day care and free lunch (perhaps the only stage in life when there is such a thing). (more…)

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food across cultures, translating regional food

Translating Regional Food Ideals Into Reality

  |   CultureShocks Blog

Is it possible to invent a meaningful food culture for a place that doesn’t have one? Radio presenter and food consultant Simon Preston has based his BBC Radio 4 series “The Town is the Menu” on this very question. In the five-episode run, Preston travels to small markets across the UK, where generations have abandoned eel, renounced mutton, given up kippers in favour of egg and chips, beef burgers, even sushi.

In Barnard Castle, a town in Teesdale, in England’s north, Preston interviewed local historians, antiquiers and chefs about the area’s natural assets – the biggest juniper forest in England, for instance. Then they collaborated on a meal that the most famous native, Richard III, might have dined on: venison and pheasant with juniper berries; potato mash with wild garlic; and wild boar sausage with local honey (though the boar was impossible to source, so they substituted pork).

Will it stick, this idea of eating not just locally but patriotically? Or are we all doomed to be taken over by Big Food?


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make me beautiful creative translation

“Make Me Beautiful” – Creative Translation of Female Beauty Hits Social Media

  |   CultureShocks Blog

The News:

One woman’s personal exploration into global perceptions of beauty was doing the rounds on social media last week.  Ester Honig, a freelance American journalist, sent an image of herself to graphic designers in 25 different countries, with a simple brief: “make me beautiful”. The outcome of the creative translation experiment is an intriguing series of before and after photographs, documenting the designers’ digital permutations. Localisations of beauty differed vastly, with some even altering eye colour and skin tone.


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