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B&Q makes the most of Prior's smashing actions

Published: 9 June 2011
DIY chain uses guerrilla marketing so that a personalised ad appears at the top of the page when users Google Matt Prior - the cricketer who broke a window at Lord's with his cricket bat.
B&Q makes the most of Prior's smashing actions
It was one of the top news stories online yesterday, with reports that England Cricketer Matt Prior had been reprimanded for smashing a window at the Lord's cricket ground after he was run out during the second Test against Sri Lanka.

Looking at the popularity of the story and recognising the link with its own DIY offer, B&Q decided to piggyback an ad on the story, to appear when people search for Mr Prior's name online. The tongue in cheek ad stated: "Broken a window? Inadvertently thrown a bat through a window? Buy a new one at B&Q"

B&Q's Jacqueline Caston said: "We're always looking at new and innovative ways to reach potential customers and we saw a great opportunity in this story to direct web users to our website, diy.com. It's the first time we've taken this approach, and whilst hopefully raising a few smiles, it also offers a solution to those that have suffered a mishap similar to Mr Prior's!"

The ad proved a success, generating hundreds of addditional hits to the DIY chain's website. So, with other stories hitting the headlines, such as Manchester United damaging a wall in their Wembley dressing room after losing to Manchester City in April, it seems there could be plenty of potential for similar B&Q marketing strategies.

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