We've been wanting to reverse engineer pitches for awhile now -- initially to figure out wtf might posses someone to send us pitches about "Affordable Home Decor " and interview opps with Snooki. Yes, THAT Snooki. I mean, are there more than one? Sweet fancy mustard we hope not.
This post analyzes two different news stories I saw on CNN yesterday -- before the Super Bowl pre-game kicked in. Google confirms that both stories are making a ton of news. Let's look at some of the reasons why.
Chronicle's Flying People
Chronicle is a movie about "friends who gain powerful superhuman abilities." And one of the ways it was promoted turned into its own hit of sorts.
Chronicle is a movie about "friends who gain powerful superhuman abilities." And one of the ways it was promoted turned into its own hit of sorts.
The fact that it narrowly took the top spot, its premiere weekend, was a footnote in Jeanne Moos story. The promotion was visual, and clearly disruptive. But it also tapped directly into its plot. Some may call it a stunt, I don't. This connection is a critical strategy and the answer to a question: "How do we display superhuman abilities in a new and creative way?" The execution is dead simple. And a viral hit.
99-Cent Flat Screens
99-Cent Flat Screens
The retail brand 99-Cent Only Stores asked: "How do we make bigger news out of our next store opening?" Unless you're IKEA, or another retail brand that creates demand through scarcity of locations, this is a definite challenge. So the brand picked a high-price item to sell for, uh, well, you can guess for how much.
According to the news release, the first nine customers got the deal. And there was a long list of other products for everyone else in line. The flat screen retails at $230. So after the sale price, the brand spent less than $2,100 to get people camping outside their door and to make national news. So the idea is to pick an expensive product and sell it for 99-cents to reinforce the store's focus on value.
But even smarter is the brand picking a product generally assumed to be much more expensive, regardless of the actual size. We hear new flat screen and we think Super Bowl party. So the news release may spell it all out -- less than 10, 22-inch flat screens on sale for 99 cents. But perception is selective in what it hears. And it only hears 99 cent flat screens. Which simply serves to reinforce the brand while it gains media attention.
Make a Connection
Big successes like the pitches above require a connection between a smart strategy and a creative execution of that strategy. It didn't hurt both stories that it was a Sunday afternoon. But without asking questions to make sure you're not "adding on stuff" to gain attention, you'll just end up adding to the noise competing with your news.
Big successes like the pitches above require a connection between a smart strategy and a creative execution of that strategy. It didn't hurt both stories that it was a Sunday afternoon. But without asking questions to make sure you're not "adding on stuff" to gain attention, you'll just end up adding to the noise competing with your news.
I think the 99-Cent-Only store's strategy was a fantastic idea. Great idea and great timing.
ReplyDeleteI saw Chronicle today and had not even seen this promo until reading this post. The creators of the promo actually did a great job connecting the promo to the movie. The promo actually reminded me of a scene in the movie when citizens were capturing footage of the “flying humans”.
ReplyDeleteAccording to dictionary.com, the definition of stunt is “any remarkable feat performed chiefly to attract attention”. That being said, I am not sure if I would call the promo remarkable, but I would certainly say it attracted attention, much like the flying humans in the movie.
In The Responsive Chord, Tony Schwartz leaves the impression that the truth is completely irrelevant as a standard for electronic media, especially for commercials and political advertisements.
Although some could say the 99 Cent promo was deceptive, I have to say it was some what clever. It is our responsibility as consumers to do research on such things before we make assumptions. Rather than simply be pleased with the bargain they just found, I can only imagine the consumers that were outraged to find out their 99 cent flat screen was “only” 22 inches.
Like the promo for the movie Chronicle, I would call the 99 Cent store promo a stunt simply by definition; it gained attention and served the intended purpose. I do not find it deceptive in nature though.
Carie Benton
Grad Student
I think the 99-cent flat screens was a great marketing tool for the stores to make bigger news. This really focuses and reinforces the importance of true value. It was a great way to re-establish the brand because with this much national attention it makes this a huge success.
ReplyDeleteCool idea to gain attention and opportunity to go viral. I think it is a valid part of a social media strategy.
ReplyDelete