Good morning, PR pros:
A partnership promising to deliver chicken wings also delivered PR and marketing success.
After KFC launched its Kentucky Fried Wings, it offered 500 fans “seasoned tickets.” For $75, the fans will get 48 wings delivered each week for 10 weeks (with double the amount delivered in the final week). The tickets, available only through StubHub, sold out in two hours.
Picture courtesy of KFC and Edelman.
What do you think of the delicious partnership playing off the popularity of football season? Share your thoughts with us under the hashtag #MorningScoop.
Here are today’s top stories:
Mattel turns to Airbnb for real-life Barbie experience
The toymaker is offering one lucky fan the opportunity to stay in Barbie’s dream house in Malibu, California. The chosen renter can invite three friends for a two-night stay that costs only $60 each night (to commemorate Barbie’s 60th anniversary).
The guests will be visited by Barbie’s “most accomplished an entrepreneurial pals,” an Airbnb press release states, such as fencing champion Ibtihaj Muhammad (who inspired Mattel’s first hijab-wearing Barbie). Other guests include aerospace engineer Jill Meyers, chef Gina Clarke-Helm and celebrity hair stylist Jen Atkin.
Why it matters: More organizations are leaning on consumer experiences to stand out and grab both headlines and audience attention. Jim Beam recently offered its own Airbnb rental and accompanying distillery experience for the price of a bottle of its bourbon, and Taco Bell also made waves with own its pop-up hotel in Palm Springs, California. You don’t have to offer a place to stay to create the same success, however: Focus on offering a unique experience that ties in with your brand story. Make sure it’s exclusive and tempting to share across social media platforms, too.
- Dior’s China dustup, Dunkin’s CMO departs, and Vatican introduces a digital rosary
- Facebook fights fake news, Pepsi ditches plastic and Taco Bell offers paradise
- Infographic: How to improve the customer experience
Visuals are continuing to dominate social media strategies and interactions, according to a SocialBakers Q2 data report. Images are the top content type on both Facebook and Instagram, taking up nearly 70% and nearly 74%, respectively. Video content is also growing, making up almost 17% of Facebook posts and almost 14% of Instagram content.
The good news for social media pros is that interactions on both platforms have remained relatively steady. Though brand managers continue to struggle with breaking through the noise online and showing up in consumers’ social media newsfeeds, it appears that consistently posting valuable and visually appealing content will still achieve engagement success.
Anheuser-Busch claims MillerCoors stole its recipes
The battle of the brewers continues, as Anheuser-Busch has filed a counterclaim alleging that a former employee violated confidentiality agreements both before and after the Super Bowl by sharing recipes with MillerCoors executives and answering questions about the company’s brewing process, including the use of corn syrup. MillerCoors first filed the lawsuit against Anheuser-Busch after the latter’s Super Bowl ad implied only its competitor’s beer contains corn syrup.
Why you should care: Throwing shade at the competition continues to be a common marketing move, but take care if you’re not coordinating a sassy exchange with the rival itself (such as with many of Wendy’s Twitter clapbacks). You can find your organization in hot water for the digs, especially if they call into question what you can claim yourself. (In Anheuser-Busch’s case, it’s that the brewing giant can’t say its products don’t contain any corn syrup.) The more you dig into your comments, the more you perpetuate negative headlines.
- Bud Light’s ‘Game of Thrones’ mashup and anti-corn-syrup stance net marketing gold
- MillerCoors sues Anheuser-Busch over Super Bowl ‘corn syrup’ ads
- Why legal trouble is just the tip of the iceberg
HOW WE DID IT
Experian generated big media coverage and plenty of positive sentiment with a campaign to highlight its “biggest product” ever: Experian Boost. Learn the takeaways for communicators of all stripes in this piece from Experian’s Gerry Tschopp.
Juul pulls flavored e-cigarettes from the U.S. market
The beleaguered company promised it would cease sales of its fruit-flavored e-cigarette cartridges in the United States pending a review by the federal Food and Drug Administration. Juul will continue selling menthol- and mint-flavored products.
Why it matters: Juul is quickly becoming a crisis communications case study and a glaring example of what not to do in the early stages of a reputational disaster. The company has ceased advertising, issued apologies, shuttered its social media profiles and pulled products, but its image is still in tatters. That’s largely due to the moves taking place just before the company would have been forced to comply with new regulations.
Juul’s new chief executive, KC Crosthwaite, said the company “must reset the vapor category by earning the trust of society and working cooperatively with regulators, policymakers, and stakeholders to combat underage use while providing an alternative to adult smokers.” The statement, though well-crafted, does little to repair its reputation: Juul’s removal comes along with rumors of an impending ban on fruit-flavored e-cigarettes throughout the U.S.
- 3 keys to apologizing to your customers
- 6 crucial parts of a PR apology
- Juul’s reputation up in smoke, kid-focused videos get 3X the YouTube views, and many PR pros are introverts
WHAT YOU SAID
We asked which social media app you were investing the most in 2020, and 77% of you said Instagram is commanding your attention and budget:
Which of these social media platforms are you going to focus on the most/add to your strategy in 2020?
Weigh in below with your thoughts on the apps capturing younger consumers' attention. Don't forget the hashtag #MorningScoop!
— PR Daily (@PRDaily) October 17, 2019
Twelve percent of you are focusing on TikTok, but only 2% are increasing their Snapchat strategies. That’s even less than the percentage who are not using any of them (10%). Though the three social media platforms have experienced ups and downs of user growth and marketer offerings, they continue to offer opportunities to engage with younger consumers, including Gen Z.
How are you reaching younger consumer groups? Share your thoughts with us @PRDaily and under the hashtag #MorningScoop.
When do you get your best ideas? Walking the dog? While you are sleeping? Share your answers with the #MorningScoop hashtag.
Where do you get your best, most creative ideas? Share your answer for today's #MorningScoop.
— PR Daily (@PRDaily) October 18, 2019