I saw a YouTube advertisement for the fast food restaurant, Wendy’s, where they were promoting the use of the Twitter hashtag #upgradeyourmeal (click that for your own real time search). Running over to Twitter to see what they were getting for responses, I saw the sampling above.
Do any of those look like loyal Wendy’s diners to you? Do any of those tweets make the restaurant proud? Will this earn the restaurant any more buyers?
When I see this, I wonder just how it was sold. I wonder what was promised. I wonder what the agency said to the client.
Hey, Sometimes It Works
When I searched on #doritoslocostacos, the new hashtag to accompany the Taco Bell sensation of a Doritos-flavored taco shelled taco, I saw a lot more love and praise.
Why? My gut (pun intended) tells me that Taco Bell has more of a fan base than Wendy’s, and that Taco Bell might be a slightly better natural demographic fit. But what if it isn’t? Maybe Taco Bell’s agency spent more money and got a bunch of people to tweet some nice words. Maybe this is a pay-per-tweet project or another kind of “word of mouth augmentation” campaign (read as “not necessarily trustworthy”).
And Is This Really Moving The Needle?
Wendy’s wants you to “#upgradeyourmeal.” Is a trip to Wendy’s an upgrade? I like their chili a great deal. I like their Frosty. I sometimes eat their other products. No part of my mindset while there is “upgrade.” Is it for you?
I don’t normally write posts that complain about a marketing methodology, but I guess I’m just asking whether this is what we think these tools were built to accomplish. If I’m some VP of marketing at Wendy’s, who sold this to me, and why did I think it was okay? What metrics did I ask to see?
And are you selling this? How’s that working for you?
Are Love and Trust the Missing Ingredients?
I am willing to believe that people love Taco Bell. Not all of us. But I think they have a fan following. I think they have people who choose that brand of fast food over any other type. I’m fairly sure people trust Taco Bell to deliver on a certain kind of experience, however you choose to view that.
Has Wendy’s earned that? And if not, how will they get it back?
Food for thought. Yep. I said it.
|Chris Brogan is an eleven year veteran of social media using both web and mobile technologies to build digital relationships for businesses, organizations, and individuals.