The Richards Group, a Dallas-based advertising agency, has done a masterful job for client, Chick-Fil-A, of creating a back-to-basics strategy for viral marketing. And you can bet that their marketing budget is far less than competitors spending big media bucks for offensive ad campaigns and competing to see who can give the most food for a dollar.
Chick-Fil-A’s “Cow Appreciation Day” offers free meals for customers dressed as cows and is an extension of the fast food chain’s “Eat Mor Chikin” ad campaign. The genius of the campaign features cows convincing consumers to eat more fowl and leave bovines alone. It covertly slams their beef-selling competitors and rivals even Ronald McDonald by getting their customers to wear the costumes. And it has created a wonderful activity for summer vacation bible schools and daycare centers.
According to Advertising Age today, “Last year, the chain doubled down on PR outreach and earned more than $1 million in measured media, including coverage on CBS's "Morning Show" and "ABC World New Tonight." Chick-Fil-A also focused its manpower on New York City, a relatively new market for the chain. It's continuing with that focus this year. (Part of that effort included feeding Ad Age's often ravenously hungry newsroom.)”
Here again is another example of the power of viral marketing succeeding simply by “giving us something to talk about” shining through. Mooo!
Friday, July 10, 2009
Thursday, July 9, 2009
What happens when creating your own news becomes offensive
Burger King's MO: Offend, Earn Media, Apologize, Repeat
— But This Isn't the First Time It's Caused A Stir
http://adage.com/globalnews/article?article_id=137801
It appears that Burger King is at it again. In a fragmented, tough market, many companies are becoming masters at stretching communications dollars by creating campaigns that pinch the nerve of a segment of the community to the point that it creates media attention.
Good or bad? In theory, it's appropriate to create your own news, but when it is blatantly offensive it becomes a double edged sword. You stand the chance of losing a segment of you audience. The question becomes — will the viral campaign create enough new customers to overcome the loss?
If McDonalds is still kicking their butt, then their marketing strategy is failing!
— But This Isn't the First Time It's Caused A Stir
http://adage.com/globalnews/article?article_id=137801
It appears that Burger King is at it again. In a fragmented, tough market, many companies are becoming masters at stretching communications dollars by creating campaigns that pinch the nerve of a segment of the community to the point that it creates media attention.
Good or bad? In theory, it's appropriate to create your own news, but when it is blatantly offensive it becomes a double edged sword. You stand the chance of losing a segment of you audience. The question becomes — will the viral campaign create enough new customers to overcome the loss?
If McDonalds is still kicking their butt, then their marketing strategy is failing!
Wednesday, July 1, 2009
Rebranding . . . why?
Brink's Set to Unveil $120 Million Rebranding Effort
Home-Security Company Will Promote Name Change With Ad Push
http://adage.com/article?article_id=137686
Yet another example where the need to "give 'em something to talk about" overshadows what would seem to be solid brand recognition for Brinks. Is there something hidden? Why is such a drastic strategy necessary? Perhaps it's the mystery that will create the attention they are seeking. Nonetheless, once again, Landor has us all talking about it!
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