With the rise of social media, many people feel the need to share every aspect of their lives. Taco Bell, with the help of BuzzFeed, took advantage of this new trend.
The Loaded Griller is a perfectly portioned and competitively priced snack for one. It was released in December of 2012 as an addition to Taco Bell’s specialty menu. The nation’s leading Mexican Style quick service restaurant chain marketed the new dish with the slogan, “too good to share.”
Taco Bell expanded their tag line by enlisting the help of online media platform, BuzzFeed. Ad clients of BuzzFeed are typically well-known consumer brands who are looking to target mainstream audiences. BuzzFeed also allows advertisers to help promote their brand with shareable custom content.
The objectives of Taco Bell’s Loaded Griller campaign were to increase awareness for the new product, increase brand perception and create enthusiasm. Buzzfeed helped them meet these objectives with 8 sponsored posts. Maintaining the theme of “too good to share”, the posts all reflected topics that didn’t need to be shared.
Here’s an example of one of the sponsored posts:
Buzzfeed also created a custom bar that hangs under the social sharing icons. This continues to remind readers that not everything is for sharing.
Did it Work?
A study by Vizu, a Nielson company, measured the impact of the campaign. The study evaluated whether a viewer has no exposure to the content, viewed the content as a result of paid media, or recieved the content through social sharing. By evaluating the outcome of the Buzzfeed campaign’s content strategy on users’ perception, they were able to understand brand affinity and purchase intent.
All consumers who were exposed to Buzzfeed’s sponsored content had became more aware of Taco Bell’s Loaded Grillers. Thus, their intention to try the product increased also. According to the study, consumers who learned about Taco Bell’s sponsored content via social media were 195.9 per cent more likely to indicate they would consider trying, can’t wait to try, or had already tried the product.
When the campaign was all said and done, Taco Bell and BuzzFeed surpassed their expectations. They increased awareness of and excitement for the product, controlled brand perception and drove measurable results. Most importantly, the campaign increased purchase intent.
Using BuzzFeed, Taco Bell reached their target audience through social sharing. A part from producing exceptional brand lift, reaching their target is the ultimate expected outcome for a sponsored content sharing campaign.
Many companies have partnered with BuzzFeed including Virgin Mobile, Travel Nevada and Mini. With its growing popularity, user generated sites have become a fantastic platform for companies to utilize the power of social sharing. Ironically, Taco Bell’s “somethings are not shareable” campaign would have never succeeded without social sharing.
So, what do you think about Taco Bell’s partnership with BuzzFeed? Let us know in the comments below!
This entry was posted in Campaigns, Communication Tactics, Social Media and tagged Brand, BuzzFeed, Marketing and Advertising, public relations, Social Media, Social Sharing, Taco Bell, Taco Bell’s Loaded Griller.
Each year, we all witness cringe-worthy decisions made world-wide by organizations. Heck, there are even annual awards dedicated to the world’s most epic PR failures.
Whether it is an ill-advised Tweet or a poorly researched product name, the PR mistakes that countless organizations have made can certainly teach us a lesson or two.
Marketing guru David Meerman Scott coined a term called “newsjacking”.
It is “the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself.”
Here are two examples of newsjacking gone wrong.
Hell of a
Now, I am all for seizing opportunities but I would have never thought that a category 3 hurricane could be presented as a marketing tool.
Hurricane Sandy hit New York and New Jersey, the states that were most severely damaged by the tropical storm, in October of 2012. With many dead, millions without power and billions of dollars in damages, the storm was a devastating event for many.
Despite this, retailer American Apparel saw the hurricane as a chance to increase sales on their online store. They used adverts and emails to entice their customers to purchase discounted items during the storm.
As you can see below, American Apparel’s advert suggested, “In case you’re bored during the storm”, come receive 20 per cent off everything.
Interestingly enough, despite misjudging the appropriateness of tying a promotional offer to a hurricane, American Apparel never apologized. In fact, CEO Don Charney stood behind the retailer’s misguided marketing. He claimed that “part of what you want to do in these events is keep the wheels of commerce going.”
Many individuals used Twitter and Facebook to express their anger, boycotting the brand or suggesting that the company donate the proceeds of their discounted items to the Red Cross.
Although newsjacking may garner more attention to one’s company, it must be asked what the ethical implications are. The attention may be given to the brand but the effectiveness of the message is lost in the company’s misjudgment.
If you are going to utilize a social media platform, such as Twitter, as a broadcast channel for advertisements then use the platform properly.
#Aurora trended on Twitter after a tragedy in Aurora, Colorado. A gunman opened fire in a movie theatre, killing 12 and wounding dozens. Individuals payed their respects and offered their prayers and support to those affected by the event using the #Aurora hashtag.
Clothing retailer Celebboutique.com missed the memo. They decided to post this tweet instead:
The tweet was followed by numerous apologies after the retailer realized the insensitive play they had just made about a horrific event.
Unfortunately, their apologies did not make matters any better. Many assumed that the mistake was made because the company’s Twitter feed was set up to scan trends and auto-generate tweets.
However, in one of the apology tweets, the retailer admits that their PR team (real people) is not based in the United States and had not looked for what the trend was about.
This example takes us to the other side of the Newsjacking spectrum. The retailer utilized a trend on Twitter to promote themselves.. without even knowing what the trend was or how it could implicate not only their message but also their brand.
Newsjacking represents a shift in the traditional PR model.
Public discourse is now so fast paced and instantaneous. In order to stay ahead of the game, you have to use the goals and penalties to better your favor.
This entry was posted in Blunders, Public Relations, Social Media and tagged American Apparel, Blunder, Celebboutique.com, David Meerman Scott, Facebook, Newsjacking, public relations, Social Media, twitter, united states.