Comments on: Snack creation campaign enters final phase

By: Scoopy

Scoopy — Wed, 04 Nov 2009 06:37:50 +0000

The flavours they chose are foul. The concept was rediculous. Waste of money. Havn’t seen a soul near any of the displays.

By: C K Cash

C K Cash — Fri, 23 Oct 2009 03:38:28 +0000

Whole concept is crap and voting is rigged – you can vote a max of 5 times a day?? WTF!

Voting should be once per person….thats it!

By: Terry T

Terry T — Thu, 22 Oct 2009 22:44:48 +0000

I hope this turns into a broader discussion about the merits of social media as a promotional vehicle.

Anonymous, check out the ‘sentiment’ around the comments posted on that KFC page – between 60% and 70% rip into the product, service levels and marketing. From legitimate complaints to disgusting rants about any of the above. Of the remaining comments, half are posted by KFC staff.

Will everyone please stop assuming ‘friends’ or ‘followers’ are an asset to a brand. Neutral at best, destructive at worst. Brands don’t have friends.

By: Anonymous

Anonymous — Thu, 22 Oct 2009 12:29:25 +0000

Random chime but an example of a company on facebook is KFC…they have been distributing coupons through their facebook page and engaging with fans (currently over 80,000 fans) by posting their advertisements and promotional items. Great example of (free!) online marketing imo.

By: Terry T

Terry T — Thu, 22 Oct 2009 11:07:52 +0000

Thanks Mandi. Which specific brand campaigns are you referring to which have involved thousands of ‘fans’ “continually liking” (what does that mean?) on a Facebook page? The benefit of forums like Mumbrella is that readers learn from ACTUALS not sweeping generalisations.

By: Mandi

Mandi — Thu, 22 Oct 2009 06:06:26 +0000

Really Terry? You think filling out a form on a website then forgetting about it for months til you find out 4 other people won $10,000 for their form-filling-out-skills is more engaging then hundreds or thousands of fans continually liking or commenting on a Facebook page?

Damo from what I’ve heard there’s no danger of the flavours staying on sale but I guess we’ll see

By: Damo

Damo — Thu, 22 Oct 2009 04:42:26 +0000

One thing I found interesting was in the terms and conditions – whilst the winner will gain a 1% share as long as the flavour is for sale, Smiths can withdraw the flavour from sale and should they go in to production again the 1% share will no longer be paid. That’s a bit tricky isn’t it?

By: version

version — Thu, 22 Oct 2009 02:55:39 +0000

I appreciate Rich and Doug’s comments. And I actually quite like the campaign. I suppose the line in the article I noticed was:

“The Clemenger BBDO-masterminded Smiths chips Do Us A Flavour campaign ”

What does a mastermind do these days?

By: Doug

Doug — Thu, 22 Oct 2009 02:15:03 +0000

Re : Version’s comment and Walker’s Do Us A Flavour campaign in the UK
aah! that old cliche… no such thing as a new idea… just take a success from OS or ages ago and glue a sprig of wattle and a kangaroo to it and make it Australian….
Not that im criticising … im guilty of ding that

By: Rich

Rich — Thu, 22 Oct 2009 01:40:39 +0000

Version – the reason its similar is because both Smiths and Walkers in the UK are owned by the same company, Pepsi Co. Hence there is a lot of sharing of creative. Take the ‘no more Mr nice guy’ campaign featuring Pat Rafter a few years back. This was derivative of the same campaign featuring British footballer Gary Lineker (again a well-loved & respected celebrity who turned nasty in pursuit of Walker’s crisps). Its inevitable that if you happen across a well-performing campaign in one market you’d look to replicate this success in another.

By: version

version — Thu, 22 Oct 2009 00:50:14 +0000

Share some similarities with Walker’s Do Us A Flavour campaign in the UK.

http://www.walkers.co.uk/flavours/#/howitworks/

By: Terry T

Terry T — Wed, 21 Oct 2009 22:04:43 +0000

This is a great example of market engagement through a promotional vehicle. The process doesn’t hinge on a half-hearted viral, or ‘become a friend’ on a brand-specific Facebook page. Instead, the client is prepared to literally manufacturer a customer’s feedback/ideas into a tangible product, which in turn, can be experienced by a much wider audience. It’s analogue, its experiential and its gets morning radio breakfast teams eating the product and waxing lyrical about the new taste on air. Job done.