Labour pushes Momentum with email – Content24

Welcome to Content24. Why is it different? Because it’s a digest of the stories that have made an impact over the past 24 hours, and not just a platform for recycled content marketing. Today we’re looking at Labour’s new political movement and Coca-Cola’s move to back ‘e-games’

Labour leadership puts together new group

One of the “benefits” of writing reviews of political content marketing for the General Election is that we still get emails from the parties concerned. There is still novelty attached to receiving an email from Jeremy Corbyn when you’re settling down to watch TV in the evening.

The latest such offering from the Labour Party promotes a new political group called Momentum. At least I guess it’s from Labour. Essentially, it is calling for grass-roots groups to be set up around the country.

Stated aims include:

• To organise in every town, city and village to create a mass movement for real, progressive change.
• To make Labour a more democratic party, with the policies and collective will to implement them in government.
• To bring together individuals and groups in our communities and workplaces to campaign and organise on the issues that matter to us.

Out of the four Labour leadership candidates, Corbyn’s campaign was probably the best at utilising content marketing. His site was full of information about policy ideas and emails were sent out straight after his victory.

At the same time this is also a little odd. For start there is no mention that it is officially linked to the Labour Party, yet it is obviously using Labour’s email list. How you use email lists is a tricky business because if you send people things they do not want they are only going to unsubscribe.

The fact that I am even talking about this shows that email is still an incredibly powerful medium in terms of getting the message across. Social media is now ubiquitous, but algorithms on sites such as Facebook and Twitter ensure much of it is filtered out.

There was no mention in the email of having to call people ‘Tory scum’.

Coca-Cola to create e-sports show

Coca-Cola has teamed up with gaming site IGM.com to create a 30-minute programme dedicated to e-sports. The weekly show will effectively be a round-up of gaming leagues.

This piece from Digiday points out that around 204 million people watched or participated in e-sports in 2014. This is expected to grow to 226 million this year, while industry revenues are expected to be up 43.1 per cent on last year.

However, according to IGN, this is not a typical sponsorship deal. Coca-Cola will be heavily involved in the production of the content, but also in the planning and production of the programme itself.