Happy Thanksgiving! So, When traditional marketers like Butterball start going 'Web 2.0' you know it's starting to hit the mainstream. I just read an article in AdvertisingAge about how the leading bird brand's "Turkey Talk-Line," the beloved backup plan for millions of first-time turkey chefs, is going the way of 'Web 2.0' (I hate that term) of blogging, "turkey texts" and even a Facebook promotion. They say, it's a natural extension to a call center they have had for the past 20+ years, and is meant to connect with new, younger consumers in ways that are more relevant to them.
The article goes on to say that shoppers can now get turkey advice on their mobile phones in the grocery store and get a free pizza through Facebook on Thanksgiving Eve. Sounds like a pretty good start to embracing social media, right?
- First I do not see any mention of a blog. Second, the 'Turkey texts' are a generic sign up just to gather phone numbers. There is no apparent customization of the information you will receive, no information on when you will receive the messages, and no readily available information on the subject matter. And no privacy statement. Maybe this all occurs after you give up your mobile phone number, but I don't need turkey help that bad.
- Second, where's the blog?!
- Third, I see no mention anywhere about the Facebook promotion the article mentions, where they team up with Papa Johns to give away 1 pizza for every pizza ordered.
Bottom line, looks like a lot of hot air. Don't get me wrong, the ideas seem obviously worthwhile but where is the execution and the messaging? This is a big opportunity wasted. They could have used Thanksgiving as a way to connect with consumers and develop a year 'round relationship with them. Seems like they are happy just to stick with the old school Turkey Talk Line. Lesson here - over promising and under delivering ruins customer relationships and brand value.












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