‘Tis the season: Turkey Hill and Pavone team up for 12 Days of Ice Cream
We’ve written in the past (here and here) about our work with Turkey Hill Dairy and its blog, the Ice Cream Journal. We helped created it in 2006, back when corporate blogs were still relatively new. Since then, it’s grown from 500 visitors per day to more than 4,000 visitors per day and the blog’s entries average more than 70 comments each.
The key to maintaining and growing a branded blog for seven years is creating opportunities to engage and reward regular readers while also winning new readers. (The same is true for many branded social media channels.) Our annual spring promotion – the Ultimate Flavor Tournament – accomplishes that with its March Madness style showdown of ice cream flavors, but its Turkey Hill’s holiday promo – the 12 Days of Ice Cream – serves as the foundation of Turkey Hill’s blog reader-building efforts.
The promotion itself is relatively simple: A new blog entry posted each day in the 12 days leading up to Christmas. Each entry features a different ice cream-related prize, which is given away to one commenter chosen at random. The results: an average of 176 comments per blog entry in the last three Decembers. Read more...
Budweiser U.K. makes ugly sweaters powered by tweets
Last week, we wrote about Coke Zero’s Ugly Sweater Generator, which allows you to design your own lightly-branded ugly sweater and encourage your friends to vote for it. The top 100 vote getters will receive the sweater they designed. Great seasonally relevant campaign, right?
Now Budweiser U.K. is joining in the ugly sweater fun with the “Knitbot” – a knitting machine powered by tweets. Only instead of creating sweaters for inebriated beer drinkers (the only people who might wear them), the Knitbot creates sweaters for designated drivers. The Knitbot also only knits when fans tweet the campaign hashtag #jumpers4des (“jumpers” is British for “sweater” and “des” is short for “designated driver”). The sweaters will be given away to designated drivers via a Facebook contest this month.
While we can certainly appreciate any campaign that shows love for DD’s, we’re not lovin’ this funky sweater campaign as much as the Coke Zero effort. Budweiser’s attempt is a little off brand (although maybe the U.K. Bud brand is softer than its U.S. counterpart), a little desperate for social media attention (what happens if they only get enough hashtags to make two-and-a-half sweaters?) and a little far-fetched. Is there really a Knitbot like the one in the video below? We doubt it, but it’s Christmas, so we’ll suspend disbelief … for now. Read more...
Bacardi vs. Wild Turkey: When two campaigns collide (creatively, at least)
Fully integrated campaigns are important, we all know that. The goal, of course, is to reach consumers wherever they may be and as often as possible, both online and off. Television, radio, print, public relations, and social media all working together to create a blanket of impressions that raise both awareness and sales.
That recipe for marketing success is one reason why Pavone has packed all of those services under one roof (call us if you can use any or all of them). It’s also the same recipe cooked up by Wild Turkey and Bacardi in their recent campaigns to promote their spirits.
The only problem is, both campaigns, which were launched in the past two months, are remarkably similar in their overall branding and approach. Here’s the tale of the tape:
Bacardi – “Untamable Since 1862″
Wild Turkey – “#Nevertamed”
Bacardi – November 20
Wild Turkey – October 29
Bacardi – Engage millennial consumers to pursue their passions, no matter what – much like the Bacardí family did.
Wild Turkey – Evolve the brand’s image for a younger generation while spotlighting the brand’s heritage. Read more...
Hispanic marketing: Which restaurant is winning and how your brand can win, too
By now, it should be no secret that winning the Hispanic population – at roughly 16 percent of the U.S. population (and growing) – represents one of the keys to any successful food and beverage marketing plan.
While many food and beverage brands are directly targeting the Latino demographic, can you guess which restaurant chain is having the most success? If you guessed Wendy’s, based on their highly-touted “Mucho Mejor” campaign, we’d give you credit for a good guess, but the correct answer is … McDonald’s.
According to QSRWeb.com, McDonald’s achieved the biggest perception gains among Hispanic consumers in the QSR category during a 60-day period in September and October. Taco Bell made the second biggest gains during the same timeframe.
So what makes one brand win with the Latino marketing while others stall? According to Forbes.com, capturing the digitally savvy Hispanic market is about more than just “translating English copy into someone’s native language.” The article cited the example of Texas-based pizza chain Pizza Patron, which enjoys an extremely loyal following among first and second generation Hispanics.
The key to chain’s success, notes Forbes, lies in “embracing cultural sensitivity” and “invest(ing) the time to learn about (Hispanics’) cultural characteristics and the values that would drive them to trust your brand.” Read more...
Study: Busy moms are among the most active social media users
As a marketer, you might think that moms with young children under the age of five are too overworked and distracted to care about your brand’s latest Facebook post, but new data suggests that the exact opposite is true.
The findings from Experian Marketing Services, which were drawn from its Simmons National Consumer Study, revealed that these “overworked and distracted” moms are more active on social media than other mothers and are also more likely to shop with mobile devices. Specific findings from the study include insight that moms with young children are: Read more...
- Twice as likely as the general population to visit social networking sites three or more times a day (91 percent of moms use social media regularly, up 20 percent from 2010)
- Twice as likely as the general population to use their smartphones to visit Web sites
- Index highest among moms who agree with the statement “advertising helps me to choose products to buy for my children.”
- 62 percent more likely to use mobile phones to look for coupons while shopping
- More likely follow brands on social media to get coupons and discounts (78 percent of moms admitted to this, compared to 55 percent of the general population)