The Passion Perspective

Summer is officially over (except for that really warm week we get every September of course) and there’s a lot to look back on; Team GB did us proud at the Paris Olympics, Oasis got the band back together announcing a reunion tour at the end of festival season, and then there’s just the small matter of a change in government. However, that’s not all – this was also the summer of memes.

In the last few months, popular memes embraced everything from ‘cutesy’ to chaotic. We saw viral moments capturing shocking Olympic performances, such as Rayguns’ alternative dance moves and Turkish shooter’s viral, “unbothered” performance that secured him Olympic silver.

What started as a ‘Brat’ Summer, coined in light of Charli XCX’s latest album, had the nation committing to a Summer of recklessness. But Brat Summer has well and truly been replaced by the unstoppable ‘demure’ and ‘mindful’ trend that even the Met Office got involved in on their latest X posts.

Oasis also broke the internet with news of their reunion, and had us all wondering whether they’ll last long enough to go ahead with the tour. People posting photos of their laptops with a whopping 300,000 people ahead of them made being 2000th in the queue seem not so bad. The memes aimed at the Gallagher brothers were not entirely flattering, as ticket prices got hiked to an eye watering £356 and the site crashed – fans will most definitely be looking back in anger.

With meme’s in mind, we delivered a class in digital comms etiquette with Three to ensure your meme sharing isn’t mindless…

This month at Mischief

Mind, Body, Scroll: Getting the nation active online with the world’s first social fitness hub

In an age where staying in touch with friends usually involves an exchange of memes or an emoji-filled message, we conducted research that showed the nation needed a lesson on text etiquette to help them better communicate with loved ones.

Our research found that over two thirds (69%) of the nation admit they could have stronger emotional connections with the people in their network, and almost half (49%) lack the confidence to communicate effectively. A third (35%) of people even admitted they are confused by which emojis to use while messaging.

With this insight, we launched the world’s first social fitness hub with Three UK, Mind, Body & Scroll, hosted by Oliva Attwood, where we encouraged people to flex their social muscles and improve their group chat form. The immersive pop-up involved talks by a series of experts on how to build more meaningful relationships on and offline. There was even a lesson on emoji keyboard to help people get over the emoji fear when texting.

The campaign certainly got people typing, bringing in a massive 220 pieces of coverage across national titles including the likes of Metro and Daily Mirror, along with consumer pieces and a series of radio interviews with experts.

Read more on the mission to get the UK “socially fit” here.

Hip Hopera Brunch: Served up the freshest beats and tastiest eats with Just Eat

This August, we set out to put on the brunch event of the Summer with a one off Hip Hopera Brunch, that saw the fusion of Hip Hop with all the drama of the Opera.

The event was hosted by super cool Radio Xtra DJ Snoochie Shy with a soundtrack of unexpected mash-ups and surprise dance performances that kept guests on their toes.

With bottomless drinks and not to mention a mouthwatering line up of dishes, all in a venue steeped in opulence, safe to say this was a memorable day for all.

Guests raved about the unbeatable “vibes”, from influencers and media attendees alike (along with some Mischief friendlies).  In the lead up to the event, listings coverage was secured across multiple publications, including key titles TimeOut and Stylist.

To get a better idea of how everything went down, read the full listings piece here.

LEGO brings Dreamz to life with new activation

This Summer holiday, we promoted the new LEGO DREAMZzz season with an immersive activation that aimed to bring a bit of fantasy to a boring journey.

In the centre of busy train stations Kings Cross and Victoria, kids (and parents) had the chance to escape from the rush and plug into an episode of LEGO DREAMZzz with wireless headphones and a big screen set up at multiple viewing areas.

For those on the move, free episodes were available to download to ensure a relaxing commute, wherever they were traveling. There were also goodie bags with mini LEGO DREAMZzz sets on offer and themed luggage tags to go with the activation.

To further promote the new season, passersby were given the chance to win a big LEGO DREAMZzz bundle, entering the competition by simply signing up and downloading episodes.