Between You and Me, There's PR

Exploring, learning and using social media, public relations and marketing.

Monopoly’s Lucky Roll April 5, 2014

My family is not allowed to play Monopoly together. With a blended family comes blended family Monopoly rules. A few of my immediate family’s rules include:

  • All money from taxes and fees goes in the middle. If you land on Free Parking, you take it all for yourself.
  • $500 goes in the middle at all times for free parking.
  • You can buy houses instantly; no need to collect all same colored properties before purchasing houses.
  • If you land on go, you collect $250 instead of $200.

If you’ve ever played Monopoly, you know that these rules are totally made up and designed to make the game go more quickly. On March 25, 2014, Monopoly launched a really engaging campaign on Facebook asking fans to post their house rules. According to Monopoly, 68% of Americans do not read the instructions.

The campaign that utilized video and graphic images lasted March 25-April 3. There was no third-party application used and no prize; people simply wanted to tell their story. The engagement for the house rule campaign posts were insanely high in comparison to their previous posts; including those posted as mix-ins during the campaign, like this one that had five shares:

monopoly baseball
Alternatively, when Monopoly posted the new official house rules, it was shared 1,287 times:

monopolyvideo

This is a great example of a well executed campaign and the brain behind it deserves big kudos for the brand engagement it drove. The most amazing part to me is that there was no prize offered. It proves how iconic this game is and how a simple board game can unite or divide a house hold. They sold nothing to consumers, yet the board game rose to the top of consumers’ mind awareness.

In comparison to their stunt last year, in which consumers were asked to vote on what Monopoly piece to retire and add, this most recent campaign allowed more engagement and brand awareness; or, maybe I’m just bitter because I’m not a cat fan.

Overall, I think this was a great campaign for this iconic brand.

 

Masking a brand for Halloween November 3, 2013

Halloween is a time of year when you get to act and be like something you are not and often, people choose a character they admire. Apparently this Halloween, Pepsi decided to dress up as their competitor Coca-Cola. Does that mean they admire them or want to be like them?

Pepsi as Coca-Cola

Pepsi Advertisement 2013

I cannot think of any scenario in which this is good advertising for Pepsi (except that it got the advertising world buzzing about their advertisement). Not only does it go against my theory of what to be for Halloween, because that would mean they long to be like Coca-Cola, but it also make it looks like the Pepsi can is wearing a super hero cape; as if to say Coca-Cola is Superman and Pepsi is the normal, ordinary Clark Kent. I think people would rather align themselves with the superhero in most scenarios.

Maybe they were trying to be ironic, but ironic costumes never go over well either. There’s too much explanation needed. Fork in a road? Ceiling fan? Code for I have no costume.

Even more interesting is Pepsi’s choice to cover up their own iconic packaging with their competitors brand. They used prime advertising real estate to inadvertently promote their competitor. A better move, in my mind, would be to have a Coca-Cola can dressed up as a Pepsi can for already listed reasons. Not to mention, is it every really good marketing to bash the competitor?

Here are a two brands that also capitalized on the idea of costuming their brand, but in my opinion, got it right, whereas Pepsi got it wrong.

Mini Cooper 2013

“Even your car is dressing up as something hot.”

Sharpie 2013

Sharpie 2013

Additionally, always popular, Oreo hit a big home run with their Halloween videos. Not only do I bow in the greatness of their stop motion video skills, but even the sets for the cookie actor are amazingly detailed. How much would you love that job? ‘Hey guys, let’s recreate the exorcist with an Oreo and call it “Exortwist!’ Those are the kinds of jokes only Oreo can pull off. A well liked brand with well liked campaigns gives you the space for creativity. 

There are so many opportunities for holiday advertising, especially around Halloween. Pepsi really missed the mark and came off as a bad sport, although apparently some advertisers thought it was a success. I vote to leave the other guys out of it and establish your own brand identity separate from the competitor for a really memorable and successful campaign.

What was your favorite Halloween advertisement and what do you think about Pepsi’s move?

Bias alert: I’m a Diet Coke fan all day long.

 

 
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