What will you feel like when you sign on to your Facebook one day, and you see this message "You've been sacrificed!".
I guess your reaction can be anyone of the following: WHAT?, HAHAHA, Why meeee?, I'll get you back!, etc.
The reason I asked that question is because of a recent promotion on Facebook. Let's briefly explain this promotion:
This is all created by a marketing and public relations firm, Crispin Porter + Bogusky, to generate publicity for Burger King. If publicity is the only goal for this campaign, I have to agree this application was a success as 200 000+ Facebook users received the message "You got sacrificed!" from the Burger King application. On top of that, thousands of others must have found out about this promotion somewhere. This might sound good so far, but I wonder if this actually helps Burger King at the end of the day, or even worse, does it hurt Burger King.
Would the message "You've got sacrificed!" make customers or potential customers want to drop by Burger King the next time they crave for fast food? Let's look at the positives and the negatives generated for Burger King from this promotion:
The positives: I personally think this promotion doesn't change Burger King's brand by a whole lot. At most, I see this as a small promotion that generated noise in the public and reminded people about the Whopper.
The negatives: The majority of the people will see this promotion as a joke and something to laugh at (this can either generate more business or the other way around, which totally depends on how people perceive it), but others can see this as flat out offensive. People who see this as offensive can potentially stop all purchases from Burger King.
As discussed above, there are both positive and negative effects in this promotion, but the negative effects wouldn't hurt Burger King much since they are a strong company with a solid brand name.
Since the negative effects won't affect Burger King much, I guess they earned a victory in this promotion. However, this doesn't take away the fact that there is bad publicity involved. Can anyone say how bad this actually is? I don't think there is ONE correct answer to this question since the degree of negativity can vary as the judging criteria vary with a combination of many different factors.
But on top of everything else, the strength of a company's brand to begin with is a major factor that can't be ignored in any bad publicity judging criteria. For instance, a similar degree of negative effects from this promotion will change (damage) a weaker brand permanently.
Source: http://www.ecommercetimes.com/story/65858.html
I guess your reaction can be anyone of the following: WHAT?, HAHAHA, Why meeee?, I'll get you back!, etc.
The reason I asked that question is because of a recent promotion on Facebook. Let's briefly explain this promotion:
- An application is created on Facebook
- Facebook users who add this application can receive a coupon for a free Whopper from Burger King if they de-friend 10 people from their friends list
- The 10 people who unfortunately got de-friended will receive a message that says "You got sacrificed!" (I guess a link to the application is included in the message for viral marketing purposes)
or 
- More than 200 000 people received this message after they were de-friended for a free Whopper
- After a while, Facebook disabled the notifications (people who get de-friended would not receive a message about it) component of the application due to the site's privacy policies (Facebook users shouldn't receive notifications from applications that they didn't add)
- Burger King ended the promotion
This is all created by a marketing and public relations firm, Crispin Porter + Bogusky, to generate publicity for Burger King. If publicity is the only goal for this campaign, I have to agree this application was a success as 200 000+ Facebook users received the message "You got sacrificed!" from the Burger King application. On top of that, thousands of others must have found out about this promotion somewhere. This might sound good so far, but I wonder if this actually helps Burger King at the end of the day, or even worse, does it hurt Burger King.
Would the message "You've got sacrificed!" make customers or potential customers want to drop by Burger King the next time they crave for fast food? Let's look at the positives and the negatives generated for Burger King from this promotion:
The positives: I personally think this promotion doesn't change Burger King's brand by a whole lot. At most, I see this as a small promotion that generated noise in the public and reminded people about the Whopper.
The negatives: The majority of the people will see this promotion as a joke and something to laugh at (this can either generate more business or the other way around, which totally depends on how people perceive it), but others can see this as flat out offensive. People who see this as offensive can potentially stop all purchases from Burger King.
As discussed above, there are both positive and negative effects in this promotion, but the negative effects wouldn't hurt Burger King much since they are a strong company with a solid brand name.
Since the negative effects won't affect Burger King much, I guess they earned a victory in this promotion. However, this doesn't take away the fact that there is bad publicity involved. Can anyone say how bad this actually is? I don't think there is ONE correct answer to this question since the degree of negativity can vary as the judging criteria vary with a combination of many different factors.
But on top of everything else, the strength of a company's brand to begin with is a major factor that can't be ignored in any bad publicity judging criteria. For instance, a similar degree of negative effects from this promotion will change (damage) a weaker brand permanently.
Source: http://www.ecommercetimes.com/story/65858.html
No comments:
Post a Comment