While we have to admit, this looks a little like Photoshopped spec work (the English copy, in a seemingly Asian marketplace was our first clue), we still enjoy a clever idea when we see one, and given the timely nature of the recent Sukle success, we figured we would post this one
We aren’t suggesting that either is a rip off of the other, but rather two exceptionally clever ways to reach the target audience, in a fun and memorable way.
This check out line conveyor medium will definitely catch on more and more we anticipate, so it will be interesting to see who does what, where, and how…and we can always remember that our hometown heros (Sukle) helped pioneer the way.
We here are personally pleased as punch that the American Public is finally telling the marketing world that, just like fake viral videos, the consumer generated ad/design contest is not a “Build it and they will come” magic bullet marketing solution. If we could, we’d buy every one of the 25,000 people who looked into this contest and decided not to enter an Einsteins Bagel Dog.
Denny’s Contest Has No Entries. Dear Denny’s: We Won’t Work for Food.
From the how not to create a viral campaign files:
Denny’s kicked off its America Votes 4Real contest on July 8th and, so far, it has no entries – despite 25,000 views of a sample video. In the contest, Denny’s wants John McCain and Barack Obama look-alikes to submit a video of themselves advocating “real breakfast.” The prize? Big whoop: “Two lucky consumers” win a free Denny’s breakfast once a month for a full Presidential term.
Dear Denny’s and Fleischman-Hillard, (Denny’s PR firm): if you want people to take the time and make the effort to create great content for you – as people have proven time and again that they can – you need to offer great prizes. Hint: that would not be 48 breakfasts at Denny’s.
Some delusional commentary from Denny’s press release:
“Elizabeth Geer, senior director of advertising and merchandising for Denny’s, said, “Denny’s ‘America Votes for Real’ campaign allows the nation to express its opinion by casting its vote – as is the American way, supporting real breakfast and spreading the word that they aren’t going to settle.”
Geer continued, “Our research shows most consumers would prefer a real breakfast. They appreciate the fresh ingredients and made-to-order preparation and, of course, the delivery of being served on real dishes with real silverware by a smiling server. Now all of America can stand for real.”