Archive for the 'PR' Category

Update: Taco Bell Taco Giveaway

November

The odds were in favor of a successful stolen base attempt in this year’s World Series and sure enough it happened. Only this year it meant a little bit more – free Taco Bell tacos for every American. We covered this great Taco Bell promotion in a previous post, but wanted to share some of the local and national results of the promotion.

Here’s a link to the Bellingham Herald story written from a local angle (just think of how many local newspapers nationwide did an article on this!). My two favorite parts of the story are “store manager Staci Caralis said two extra employees would join the staff midway through the giveaway to help out,” and the fact that the restaurant cooked up an extra 30 pounds of beef in anticipation of the taco rush.

In a huge coup for Taco Bell, during the World Series FOX cameras aired two Boston players discussing the Taco Bell promotion, and when the stolen base attempt was successful the announcers mentioned the Taco Bell giveaway numerous times and even interviewed Taco Bell’s COO live during the game.

Here’s a compilation video of the Boston players discussing the promotion, the stolen base taking place and the numerous mentions live on the air:

Taco Bell: Steal A Base, Steal A Taco

October

Taco BellThe 2007 World Series is about to start, and there’s already a winner – Taco Bell.

Taco Bell has announced that if a player from either World Series team successfully steals a base, every person in America (all 300 million of us) will be able to visit Taco Bell on a specified date and time to receive a free Beef Crunchy Taco. Taco Bell is calling the campaign “Steal A Base, Steal A Taco.” The campaign website is here.

Promotions like this are admirable because of the scope and potential cost to implement. What of course justifies the cost of implementation is that it is irresistible fodder for the media – and until giving away one free item to everyone in America is commonplace, it should be worthy of news coverage. Even if you don’t like the restaurant chances are high that you’ll either tell a friend about the promotion or hear about it from a friend or your choice of news source. And that’s just what Taco Bell is counting on.

There are two ways this promotion can end:

No player steals a base – Taco Bell still receives MILLIONS of dollars worth of free PR (news articles, TV news reports, blogs, and word-of-mouth) and doesn’t have to give away a single taco.

There’s a stolen base in the World Series – Taco Bell still receives MILLIONS of dollars worth of free PR, a lot of people get something for free and have a little fun, and Taco Bell has the chance to pick up some new customers from the promotion and increase the reach of their brand further in the U.S.

Either way Taco Bell wins.

Nickelodeon Channel Going Dark

September

TV BlackAt noon this Saturday Nickelodeon will turn off all their programming and go completely dark (link to AP story). The three hours of dead air is part of its fourth annual worldwide day of play, an encouragement to kids to get outside and work on getting in shape.

A few quick thoughts:

  1. Sometimes the greatest way to get noticed is to create a vacuum. A moment of silence, a limited edition product, or taking a leave of absence. In show business this strategy is called “leave them wanting more.” In business it’s called “supply and demand.”
  2. Maybe you’re an adult and could care less about Nickelodeon going dark. What if it was CNN or ESPN going dark for 3 hours? Most people would notice and you can bet you’d hear about it at your office or from a friend. This is the youth equivalent and it will be highly noticed.
  3. Sure this is all for a great cause and helps kids think about life outside of watching TV and playing instead. But Nickelodeon is also getting a tremendous amount of favorable PR from this. It’s being covered on TV, radio, internet news sites and blogs like this one. The favorable PR reaches far beyond the affected demographic.
  4. I think what Nickelodeon is doing this Saturday is admirable and won’t go unnoticed. However, at the risk of sounding like a cynic, it’s just too easy for kids to switch over to another channel when Nickelodeon goes dark.