Tag Archives: points

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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London council sends bogus Christmas card to residents

18 Dec

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With a week before Christmas, everyone’s in full swing planning the perfect day. That’s right, it’s the season of giving. But maybe we’ve all missed the point. Maybe we’re not meant to be giving to one another, maybe we’re meant to be giving to the council!

That’s right. Hammersmith and Fulham Council has reminded local residents not to get behind on their rent by sending a ‘bah humbug’ Christmas card which reads: Don’t overindulge this Christmas. Pay your rent!

There’s only two ways you can interpret this card – you can agree or disagree. I’ll give you 10 points for guessing what I think of it. Here’s a clue: I take offence.

If 46 per cent of residents are in arrears then I don’t believe this tactic is going to make much difference. Rather than make the residents feel guilty, it’ll just have a negative impact on the council. It’s bad PR through and through and leaves a bad taste in people’s mouths. Essentially, if the council thought they were going to get their money before the big day, then they’ve made a big mistake.

More than causing uproar – many labelling the act ‘disgusting’ – it’s even prompted some to request updates via the Freedom of Information Act to find out how the cards were distributed. According to What Do They Know?, an 81-year old woman, who’s apparently never been late with the rent, was left ‘extremely distressed’ upon receiving it. And who can blame her? It’s hardly subtle.

The council may well think it’s appropriate to thank the BBC on Twitter for helping them to generate coverage with the scheme, but I think they’re underestimating just how much this could backfire.

I’m not saying that being late with the rent is acceptable – when your payment is due you’re obliged to pay up. But, when you compare it to dropping a threatening card through someone’s door seven days before Christmas, you’ve got to question who’s really in the wrong.

What do you think – have you had fake Christmas cards through the door?

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