Everywhere I look I see horses. There are more horses in Singapore at the moment than people. Every brand has a horse associated with it. Why? Because we are about to enter the Chinese New Lunar Year (CNY) of the Wood Horse (don’t mention Trojans) and every brand in Asia has to include horses somewhere in their marketing.
Tag Archives: McDonald’s
I read with interest the news that Aer Lingus has decided to put its Twitter handle on one the side of one of its planes. To begin with, I couldn’t fathom if this was a good idea or a bad idea. However, the more I thought about it, the more I thought it was perfectly representative of the modern marketing curse of social media junk.
Sure raising awareness of a Twitter account might make sense to a business that wants to increase its follower numbers, but does it have any benefit to the customer? Has it been conceived with a customer need in mind? Would the customer even notice it? And if they did, would they use it? And if they used it, wouldn’t they use it to complain about the delays or rude service that customers all too often encounter when flying?
Ramadan comes but once a year but unlike Christmas it lasts for an entire month and has a profound effect on the ways that brands market themselves in Muslim countries, especially in Asia. Just like Christmas for the West, Ramadan in the Muslim world is when brands spend the most mount of marketing dollars too.
Two great examples of this happened in the last few weeks with differing social media reactions:
1) This weekend Gordon Ramsay came to town. As part of a SingTel PR stunt he challenged Singapore’s famous hawker chefs to a “cook off” which resulted in free Michelin starred meals for thousands of people who had queued for up to 10 hours to be photographed near Ramsay
2) The McDonald’s Hello Kitty promotion has just finished thankfully as it resulted in riots and exasperation amongst Singaporeans desperate to add the ubiquitous smiling cat toys to their collection of other plastic memorabilia….
A holding statement acknowledging an issue is good, it shows empathy and action. The next step is to establish the facts of the scenario and to make a further, timely response when these are established. Read More
Back in November, I did a fairly comprehensive run through of the social media fails in 2012, which included a prestigious roll call of brands such as Waitrose, McDonalds, Gap and Qantas – these household names, and many more, had all suffered from a social media fail.
So far in 2013, we’ve seen less ill advised campaigns, but more high profile disasters of a different kind. This week, the Burger King Twitter account was hacked by an unknown internet vigilante who posted a series of controversial (and clearly inaccurate) tweets, including one that stated the fast food giant had been bought by its main rival, McDonalds. The hackers, obviously pleased with the furore they had caused, then moved swiftly on to Jeep’s Twitter account, which last night was displaying a Cadillac logo. Read More
Burger King has returned to Twitter with almost 30,000 more followers after its account was hacked last night and rebranded as McDonald’s. The burger chain lost control of its account and began sending out a string of McDonald’s related tweets.
The @BurgerKing Twitter account had little more than 80,000 followers when it was hacked, however, in the wake of the account takeover this has leapt to 111,314 giving it a gain of 30,000 followers and a wave of free publicity. Read More
I foresee two key opportunities for the industry creative this year. One is that ambient will become a key battleground for brands trying to disrupt audiences’ daily routines. The other is the move towards the big, the bold and the simple. Both these trends may well converge of course and I look forward to exploring their possibilities.
While Minority Report’s retina-scanning six sheets may not arrive in 2013, I think the drive towards mobile-first advertising and the arrival of 4G will have brands clamoring to become even more visible in our everyday lives. Using insight to identify where ambient opportunities exist will be imperative … so we may see sports drinks advertised on treadmill screens (available in a vending machine near your locker) or footwear retailers offering discounts on sturdy boots with graffiti on snow-covered pavements. Read More