January

Let The Barrage Of Super Bowl Ads Begin! We’ll Start With “A” For Audi.

2012 at 01:15 pm Posted by Sherri Sharp

I have never seen any of the Twilight or Underworld movies, watched True Blood or any other vampire-themed entertainment. (I will admit I do love me some zombies on AMC's "The Walking Dead", though.) I don't have anything against vampires but they're currently very ubiquitous - that's why I like this Super Bowl spot from Audi promoting their LED headlight system with 5,000 Kelvin light power. The ad became available after Facebook users solved the brand's Race the Light social media contest. Whether you have an affinity for the dark side or not, this ad does a good job capitalizing on the vampire craze driving their product attribute.

Posted in: Media

January

Priceline Boots The Negotiator - Is Flo Next?

2012 at 04:06 pm Posted by Sherri Sharp

AdRants' Steve Hall reports today that after 14 years, Priceline has decided it's time for a new direction and in a spot that will debut Monday, Shatner's Negotiator character will plunge to his death in a bus after telling a couple to "save yourselves...some money!" Shatner, in the bus, then tumbles off a cliff and dies an explosive death. Shatner's Captain Kirk character died in the 1994 film Star Trek: Generations.

Of the decision, Shatner said, "I'm in grief mode. It's not the first time I've had an iconic character die off. It was a great run. If the management says this is the end, this is the end." Better to go out on top then be seen as a hanger on.

The move is part of a planned new direction for Priceline which will have less to do with the site's well known price negotiation feature and more to do with its newer fixed price, discount-booking focused approach. There may even be a spot in this year's Super Bowl.

Shatner will be missed but things change, companies change and that means their ad campaigns have to as well. Can we get a ceremonial "Khaaaaaaaaan!" ?

Posted in: Media

September

Maybe The General Mills Marketing Team Was Eating The Brownies?

2011 at 02:11 pm Posted by Sherri Sharp

From Steve Hall at AdRants, this is a great story about a missed opportunity on a couple of angles.

By now, you've all seen the Cheech and Chong Magic Brownie movie in which the two stoners embark upon a road trip to Flaming Pole. If not, watch it below. What you might not know is that General Mills may have let an interesting opportunity pass them by as this video gains traction.

The video promotes the brand's 90 calorie Fiber One bar. But a big part of the video is the quest to reach Flaming Pole. Sounds like the marketer could and should have done something with Flaming Pole. Well they didn't. But someone did. Head over to FlamingPole.com.

On the site it's pointed out Generals Mills did SEO their way to the top of "magic brownies" search results but they neglected to capitalize on Flaming Pole. Perhaps it's irrelevant but we think they could have had a lot of fun building out Flaming Pole to Burning Man-esque greatness.

Posted in: Food Marketing

September

This Free Lunch Comes With a Side of PR Backlash Slaw - Food Bloggers Complain About Free Food

2011 at 02:46 pm Posted by Sherri Sharp

Here at Sharp Marketing, we have a lot of food blogger friends we work with in helping promote our clients' brands and this story from Steve Hall at AdRants made me wonder what our group of folks might say about this. In August, ConAgra Foods, parent to the Marie Callender's brand of frozen foods, invited food bloggers to a New York restaurant they were told was owned by TLC Ultimate Cake Off Host George Duran and where they would receive a special, four course meal.

But instead of a meal cooked by George Duran, the bloggers were served frozen lasagna from Marie Callender's. Hidden cameras were in place to record their reactions. As it turned out, about 62 percent of the food bloggers actually liked the dish. But they were miffed and claimed they had been misled.

It's not like this was any sort of new stunt. Folgers Coffee, Pizza Hut and Domino's have done similar food replacement stunts. But somehow this time it all went awry. Several food bloggers including FoodMayhem and Mom Confessionals slammed the event. These "truth-seeking journalists," a term the New York Times used to describe how these food bloggers see themselves, called the stunt a sham and complained about being served highly caloric, sodium-infused processed food.

The brand has apologized saying, "It was never our intention to put any bloggers or their guests in an uncomfortable position and for that we are sorry." As well, ConAgra has offered to pay the bloggers any cab fare of baby-sitting expenses they may have incurred.

Knowing how serious food bloggers are about the food and establishments they write about it makes me wonder if ConAgra's agency, Ketchum PR, should have known there could have been backlash and cautioned the brand there might be a response like this. Maybe they should have put their money where their mouth is.

Posted in: Marketing Musings