Coming from a cold country, I’ve experienced extended waiting periods in bus stops during harsh winters. Not something I would recommend to anyone. But many people will endure this situation throughout the upcoming winter and Kraft found an innovative way to combine a marketing campaign with a service that communicates the key benefits of their Stove Top brand stuffing:
“In the latest example of a trend that is becoming increasingly popular on Madison Avenue, heated air will descend from the roofs of 10 bus shelters in Chicago, courtesy of the Stove Top brand of stuffing sold byKraft Foods.
From Tuesday through the end of this month, Kraft is arranging for the company that builds and maintains the bus shelters, JCDecaux North America, to heat them, trying to bring to life the warm feeling that consumers get when they eat stuffing, according to Kraft.”
That’s a great step in the right direction. But Kraft could go further: Why not extending this program to many more cities, not limiting it to a month, extending the program till the spring? As Drew pointed out in his post, Samsung didn’t offer the airport charge stations for a limited time or to only one terminal, they showed a real commitment. And, that’s the difference between an advertising stunt and a real social marketing strategy in order to deliver value: You have to be in it for the long run. The current, very limited campaign is more of a stunt, something that will be forgotten quickly. But, a real commitment to bringing warmth to people will put that warm spot for the brand in people’s heart. Kraft, it’s not too late.
Posted in Agency Business, Brand Experience, Brand Loyalty, Community, Conversational Marketing, Listening, Passion Point, Philosophy, Uncategorized, Web 2.0
Tagged Commitment, Experiential Marketing, Kraft, Stunts
Image: Courtesy of Found Magazine
Remember MySpace as a community platform before it became a marketing platform and ad network? Remember Second Life as a new way to interact with people before it became the marketing vehicle du jour and a user annoyance? Remember widgets when they were valuable and an innovative way to pull in information before marketers over-widgetized the world? Remember Facebook when it was a community platform with a few applications before marketers started to build almost 50,000 applications (at last count)? Remember the iPhone when it was a new way to interact with the mobile web before the application store launched and now it’s almost impossible to cut through the clutter and deliver a valuable application to the consumer?
Is there a trend?
It’s the tendency of marketers to jump on a bandwagon, fall into the trap of the GMOOT Syndrome (Give me one of those) and overwhelm platforms or new opportunities with marketing messages, not understanding how to add value. Marketers have problems making that switch from being professional disruptors to value-adders. Only if you add value to the user experience will you be able to stand out. Period.
People will leave a platform and move on when they feel exploited, when their user experience diminishes while the balance sheets of the platforms improve. Short-term.
Sure, it’s not only marketers fault. Platforms are often pushed into allowing marketers in as early as possible to facilitate growth and high valuations. Yesterday, Twitter’s CEO Evan Williams promised a revenue model by Q1 2009. Will Twitter fall into the old trap? Or will they found new ways to work with marketers to add new value to the platform by adding new features and functionality? Or allowing users to engage with a brand in new and exciting ways? One can only hope for.