This ingenious blog won an IoIC award for its funny, cleverly targeted content. The Wright Lines chronicles the (mis)adventures of a fictitious family recently decamped from London for Southern country.
Each of the five Wright family members use their own blog to correspond to key audience demographics for the train operator, enabling us to seed messages, promotions and links relevant to them. You could call it product and service placement. The blog’s quirky style won it a loyal following, while cross-fertilising content we produced for Southern in other channels, including their customer magazine.
Blog – Stumpy’s big Southern adventure
If chinchillas were big enough to ride on it would be good because they don’t do carbon emissions. But they are not. Maybe that is a good thing because they would be hard to train and couldn’t half give you a bite.
Stumpy is my Chinchilla. We are like Batman and Robin. Stumpy is not very well. His fur keeps coming out.
Mum and me take him to the vet every Wednesday apart from when we go on other days. Like a Monday. He can go on the train free because he doesn’t take up a seat and there isn’t more than two of him.
That’s the rules.
