Election Year Themes
Posted by crunchymarketingnuggets on February 14, 2012
CRUNCHY NUGGETS: Hey, Happy Valentine’s Day! Hope you’re enjoying heaps of chocolate today. This year is a big one, US politics-wise with the presidential race in play. So it’s not surprising to start seeing “vote” themed programs, as well as one truly political statement. Put down the heart candy, step behind the curtain and into the booth, and give these nuggets a peek…
Top Cheese — About two weeks ago, I saw a display in my Stop & Shop grocery store. It featured miniature Cheez It boxes with three different types of cheese flavored Cheez It crackers inside. The box encourages you to Vote for the Top Cheese. So go ahead and sample the crackers. And then go online to vote for your favorite flavor (or candidate, I guess). The person who “supports” a particular flavor the most can win either a four year supply of Cheez Its (length of a political term) – or – a one year supply as one of seven, runners-up. Now…what I like about this program is: 1. The translation of the promotion to the “sample” boxes. Great way to get consumers to try different flavors, share what they liked best. Oh, and pay for thes samples. And 2. That it lives on Facebook — great way to share it and drive interest. Now, what I don’t like about it: 1. There are actually eight flavors “running,” so there is no incentive to try all eight — to me, that’s a missed opportunity. 2. Holy supporters! My one measley vote for Pepper Jack pales in comparison to the leader who has over 10K votes in already, geez. Now, I’m guess this is a sweeps pro (aka a sweeper), and seeing a sweeps pros in action feels like “why bother” to a plain ol’ consumer like me. Sure, he may be a fan, but chances are, he’s a pro and has a system in place to ensure that he wins *gah!*. OK, so onto the next campaign-like program…
GetTheDoughOut.org — Ben & Jerry’s has NEVER been shy about supporting causes. And not just the research/illnesses/animal/feel good kind. But rather, they go right to major political issues. Their latest effort comes in support of getting corporations out of American politics. Their email to their database talks about their love of their own cookie dough flavor, but distaste for “dough” in politics. Whether or not you agree, they link you to a site where you can sign a virtual petition in support of overturning the Supreme Court’s allowance for corporations to give to politics and influence elections. Which is kind of ironic coming from a brand, right?! But nonetheless, it once again shows: a. Ben & Jerry’s bold views. and b. Reasons to talk about a brand in an election year. This is wrapped with an opportunity to come into their Scoop Shops and get a free cone today of the American Dream flavor.
Okeedoke. That’s all I’ve got for you today. Whether or not you’re celebrating this “day of love,” hope you enjoy it. Again, great excuse to eat lots of chocolate! TASTY TREAT: Elect to Market
