Tag Archives: million

Taco Bell calls on fans for mystery competition

21 Mar

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Does anyone else think brand promotions have become a bit stale? I don’t need another pen, loyalty cards get lost and I delete discount emails without a second thought. But, I wouldn’t turn my back on a free phone. Thanks Taco Bell.

To celebrate the restaurant chain’s move into the breakfast market next week, Taco Bell has sent fans free phones (Samsung to be precise.It gets around doesn’t it?) that include instructions for consumers to take part in missions to win prizes. In fact, the missions are so secretive there’s little information on how it works.

What I do know is that social media is a key trigger for the campaign. Upon accepting the mission – by turning the device on – they’re asked to submit their Twitter and Instagram handles and post images for the chance to win anything from a branded air freshener and pajamas to gift cards and a trip to the Pacific. But I’d be no good at this competition. My phone is always on silent – but Taco Bell’s phones were sent to fans with a note stating that it could ring at any time – so it should be kept with them at all times, even while they sleep.

Fans should be made aware that it pays to think outside of the box. Points are awarded based on each photo’s creativity, originality, whether it links with the promotion theme and the Taco Bell brand.

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This is a brilliant campaign because it transforms fans into ambassadors, driving them to promote the breakfast offering in a fresh way, generating content while reaching millions of potential customers. It’s so good it should be its PR mission statement.

The phones went live yesterday so the fun has only just begun. We’re bound to see lots of photos stamped with the #breakfastphone hashtag over the next week when the breakfast offer launches next Thursday in the US.

What do you think? Is Taco Bell too
hungry to make its morning menu work?

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Social media – a lot like putting your pants on.

27 Feb

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This morning I popped into the Technology for Marketing and Advertising (TFM&A) exhibition to sit in on a few seminars.

This morning’s best talk was on ‘social brand management’ led by Scott McKee from Birddog, a digital and brand consultancy, and Gareth Case from Xuber, a specialist commercial insurance company. They addressed the challenge faced by community managers everywhere, particularly for B2B brands: ‘I’m social, My brand isn’t.’

It’s well-known that some B2B brands aren’t the quickest to recognise and respond to new trends. Some even think starting a conversation on LinkedIn is a risk.

But, as McKee explained, LinkedIn has stabilised unlike Twitter and Facebook – which recently celebrated hitting the one billion user mark. So, it doesn’t make business sense to rely on this channel alone.

The problem is clients are desperate to know the ROI. They’ll happily invest in events, print advertising and a good-looking website without a second thought, but they expect instant results with social media.

Scott Monty, head of social media for Ford once said:

You may as well ask what’s the ROI of putting your pants on every day. There is a value to it but it’s hard to measure.

Damn right it is. But it feels good doesn’t it? So, why hold back on social?

PRs, marketers and brand consultants need to be really clear with their clients: new media, new rules, new KPIs. And, with 98% of the UK and US using social media, can they really afford not to give it a proper go? Done properly brands could end up with a loyal social community around them who do they talking for them.

What surprised me was how McKee and Case, his client, met. Case ended up on Birddog’s mailing list and from there, they listened and engaged with eachother on Twitter, Facebook, LinkedIn and blogs. A chance ‘meeting’ that wasn’t taken for granted by Birddog. McKee gave Case reasons to keep his business front of mind – long enough until he had a generous marketing budget. Then, who did he turn to? The company that had already won him over.

Together, they did the usual ofdefining objectives, audience, and competition, but also fleshed out a content plan, put their community manager to work to engage 24/7 and monitored reports to respond to what people did and didn’t like.

In just four months, Xuber reached more than 3.3 million people as a direct result of its social media activity. More than this, it generated seven new business leads worth £3.7m. Not bad for an instance company remember.

The golden nugget of this seminar was when Case was asked how he got management buy-in to go ahead with his plans. He said, they set all the managers up with their own social media accounts and let them play around with them. When they struggled and fought against each other about how many followers they each had he said: ‘you can either do it yourself or marketing can help you do it better.’

It makes sense.

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Why doesn’t MTV play music anymore?

14 Nov

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I don’t have time to get under the skin of lol funny YouTube videos anymore – they have to come to me. And, look what did…

A unofficial video parodying a fan asking the head of MTV why the network doesn’t play music videos anymore is given their answer in a full-blown ‘those days are gone’ rant.

Uploaded less than a week ago, the clip’s already drummed up more than 1 million views and it brings the topic of a tuneless music channel to the front of all viewers’ minds: “They’ve got a point there, it doesn’t play much music anymore.”

From Jersey Shore and Geordie Shore to Sweet 16 and The Valleys, MTV’s certainly indulging itself, and us, with lots of reality TV. Now people are laughing at the concept across the globe – the video’s gone viral.

MTV’s apparently responded to creator Brian Firenzi’s, of 5 Second Films, clip on Twitter and has even gone as far as to agree with him. But, other than the acknowledgement, the brand is still transmitting radio silence.

MTV’s right to laugh at it, but it should be doing a lot more to respond to the millions that agree with Brian’s point of view. Managed correctly, it’s a great PR opportunity to communicate that it’s still in touch with what viewers want.

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