Best Content Marketing in July 2017

British Airways breaks out the celebrities.


by Dave Robson

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This month, there was a Game of Thrones marathon you could watch by running a marathon, Kingsman got animated Archer-style, and British Airways got a tonne of attention on social media through a safety video, of all things. It’s been a bit of a British month.

The Game of Thrones Marathon Marathon

Sky, the British TV channel, decided to run a marathon of Game of Thrones prior to the new season. However, their marathon was even more marathon than you’re thinking: people watching it had to run a marathon, because the Game of Thrones marathon was broadcast on the back of a truck. Well, technically, the watchers/runners were running an ultramarathon, because Game of Thrones is around 60 hours of content. Which translated into a 600km ultramarathon, in case you were wondering.


British Airways Makes Safety Entertaining

Know what’s better than your standard safety briefing? A series of comic sketches with Asim Chaudhry, as Chabuddy G, directing a slew of British celebrities as though they’re auditioning for a British Airways safety video. Made in conjunction with Comic Relief, a charity that raises money for children living in poverty, the video features Gordon Ramsay, Rob Brydon, Sir Ian McKellen, Rowan Atkinson, Chiwetel Ejiofor, Jim Broadbent, Thandie Newton, Gillian Anderson, Warwick Davis, and Jess Glynne.

Kingsman Meets Archer

Kingsman: The Secret Service is a spy comedy aimed at the young adult audience that surprised audiences in 2014, mainly because it’s pretty good and nobody saw it coming. There’s a sequel on the way in September, so promotion is ramping up. And if you’re a spy comedy, why not get help from another spy comedy? Hence this short scene where Eggsy, protagonist of the Kingsman, meets up with Sterling Archer. It’s also a nice little play at foreshadowing, as the new film will deal with an American spy agency.

Jim Carrey Needs Colour

You know he’s a comedian with a face made of rubber, but did you know that Jim Carrey is a prolific painter? In fact, check out Jerry Seinfeld’s shock at seeing Carrey’s massive studio (and massive canvases) late in his episode of Comedians in Cars Getting Coffee. That’s sort of Carrey’s problem: it’s surprising to learn that someone very famous for one thing is actually pretty good at another thing. Hence this short documentary by Signature Gallery Group. If you watch it, there’s no doubt that not only is Carrey an accomplished painter, his feelings on the subject run deep. As far as content marketing goes, it’s hard to get more authentic.