post 4 - the nestle one
Going viral like this is a pretty cheap way to get a lot of attention really fast. Marketers dream of making this kind of progress at such a low cost, but they also know the dangers of this type of gag gagging on them and costing a lot of goodwill. Tide would have been stoked to find that they would soon have millions of people talking about them, but the way that those conversations actually came about was a PR nightmare.
Another reason this particular method worked well for the folks selling candy is because of the light-hearted nature that the candy industry represents. If, for example, a medical supply, or home security provider used such prompts, they'd have the BBB (that joke of an organization) breathing down their backs for unprofessional and/or dangerous behavior with their customers. So in those ways it helps that the Nestle call center was basically a formality for the massive candy distributor.
This all will also serve in showing the frivolous nature of social media movements. People will give one million likes for Harambe (the now-dead ape who was shot to preserve that il-placed child), but would be hard pressed to address a difficult subject for fear that they'd have to engage in some exercise of the intellect.
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#socmeddiscuss
#adifferenthashtag
Another reason this particular method worked well for the folks selling candy is because of the light-hearted nature that the candy industry represents. If, for example, a medical supply, or home security provider used such prompts, they'd have the BBB (that joke of an organization) breathing down their backs for unprofessional and/or dangerous behavior with their customers. So in those ways it helps that the Nestle call center was basically a formality for the massive candy distributor.
This all will also serve in showing the frivolous nature of social media movements. People will give one million likes for Harambe (the now-dead ape who was shot to preserve that il-placed child), but would be hard pressed to address a difficult subject for fear that they'd have to engage in some exercise of the intellect.
.
#socmeddiscuss
#adifferenthashtag
I enjoy all of your blog posts I think they are well written. I like how you talk about how this is a marketing dream, they do very little work and very soon there are a lot of people talking about it weather that is by word of mouth or on social media. This was great for Nestle!
ReplyDeleteInteresting concept Austin. Social media provides a lot of outcomes but some of the more common ones are the ones that go viral for good intention, or go viral out of bad intention. I think when Nestle decided to be different with their call options, they knew they were taking a risk but ultimately saw that they could accomplish a great marketing tool if it worked.
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