Perhaps I’m overly critical, having spent nearly 20 years analyzing the effectiveness of nearly 200,000 advertisements. As a result, I find most ads to be quite ineffective, actually. When something catches my critical eye as being the exception to (my) rule, I can’t wait to share it.
Oscar Mayer recently launched an ad campaign that I thought is pretty clever. And if I had to guess, I expect it will be successful too. It’s called “Bacon Barter” and it’s about a man travelling across the U.S. (12 cities) with 3,000 pounds of bacon who will trade that bacon for everything he needs, including food, gas, lodging and entertainment. Here’s why I think it will work . . .
1) Most Americans love bacon! Bacon is delicious…enough said. 🙂
2) The campaign will capitalize on regional/local promotions as the barterer travels across the country. Even though the campaign is national, it will incorporate valuable local/regional publicity as it progresses.
3) It incorporates humor. Traditionally, humor works (just watch the Super Bowl, although Super Bowl spots have gone down-hill in recent years in my opinion).
4) It incorporates social media. As of September 12th, @baconbarter already has over 1,800 followers on Twitter. Want to barter? You can tweet your barter offer using the hashtag #baconbarter! The Oscar Mayer page on Facebook already has 734,000+ likes (granted, not all due to this campaign). They’re using Instagram too.
5) The campaign feeds on (pardon the pun) Americans’ sense of travel and adventure.
6) Americans love a good deal, so you can follow all of the barter deals he makes on their website and/or social media accounts.
But, Oscar Mayer better closely monitor the social media aspect of this campaign. Quite a few companies have had their seemingly clever campaign backfire in the social media world. One recent example is McDonald’s, who asked fans to tweet about their favorite fond memories of Happy Meals using the hashtag #McDStories. Instead, Twitter was flooded with McDonald’s horror stories using that same hashtag. If they’re not careful, I can see this account getting barter offers for all sorts of illegal products/services and that hashtag could quickly slide down-hill.
All of this writing is making me hungry! Bacon, anyone?