Competitions and Compromises Abound – However Which Manufacturers Are Successful?


This week, McDonald’s searches for besties on Twitter, Heinz needs to finish a long-standing meals feud, and new opponents are taking to the sector of sports activities content material advertising and marketing.

Let the video games start.

McDonald’s rewards its besties on Twitter

The No. 1 fast-food chain launched its new buyer loyalty program – MyMcDonald’s Rewards – this week. It got here as an interactive tweet aka “invitation” to judge its Twitter friendship with the recipient (aka tweet viewer). McDonald’s mentioned it might “scan” their relationship if the particular person preferred the tweet to see whether or not they had the particular sauce to make it on McD’s BFF listing.

Not surprisingly, you might be BFFs even when you’ve got solely preferred one McDonald’s tweet. As a reward, you get 1,500 loyalty factors when you present an electronic mail deal with and Twitter deal with.

[email protected] measures model friendship by the tweet, however takes its time serving up rewards. @CMIContent says the delay is letting its loyal #ContentMarketing relationships develop chilly and rancid. #WeeklyWrap Click on To Tweet

WHY IT MATTERS: McDonald’s didn’t simply say “like this tweet” and we’ll DM a prize hyperlink to you. No, it piqued the viewer’s curiosity as to how they’d assess their pal standing and why they cared in any respect. By responding with a personalised tweet (addressed to the Twitter deal with with their complete variety of likes to McDonald’s tweets), McDonald’s took that engagement to the subsequent stage.

We’re solely questioning why the factors reward will take so long as three weeks to take impact. When you prime your viewers to work together together with your model, you higher be able to ship whereas their consideration continues to be contemporary and sizzling.

Can Heinz lastly get the recent canine/bun math so as to add up?

Maker of ketchup, mustard, and relish, Heinz is fed up with a long-running meals feud. Like many different Individuals, the model has grown annoyed with the divisiveness created by producers of sizzling canine (10 to a bundle) and sizzling canine buns (eight to a bundle).

It created the Heinz Scorching Canine Pact and is asking shoppers to signal a petition at “We’re calling on Massive Bun and Massive Wiener firms to seek out the reply to this sizzling canine packaging mismatch, as soon as and for all.”

When The Late Present’s Stephen Colbert championed the information, Oscar Mayer, one other member of the Kraft Heinz household, took to Twitter with a brand new thought – if it might get 5,700 retweets, it might promote a two-bun bundle.

WHY IT MATTERS: Heinz took on a typical grievance – and a favourite commentary by comedians – and created a much bigger dialog round it. It’s a enjoyable play as a result of Heinz doesn’t have any direct chunk within the enterprise of creating sizzling canine or buns, although its dad or mum model does. That relative neutrality lets the condiment maker go all in with their clients on the subject.

[email protected] rekindles the bun-vs.-hot-dog controversy with a tasty #ContentMarketing dialog. However followers are failing to take a chunk of the motion by way of @CMIContent. #WeeklyWrap Click on To Tweet

However Heinz hasn’t discovered an enormous response. Just a few weeks later, the petition is about 4,000 signers wanting its 35,000 aim. Although, we should say, the petition is ambiguous, solely saying it might let sizzling canine and bun makers know. And 10 days after the tweet promising a two-bun bundle, it’s acquired fewer than half the retweets to get to the aim. We look ahead to seeing how Heinz responds if the viewers doesn’t savor the chance to take part.

Each B2C and B2B manufacturers step as much as plate

With the 2021 Summer season Olympic video games now upon us, B2C manufacturers as soon as once more are connecting sports activities, athletes, and the spirit of worldwide competitors to their services.

Skincare firm SK-II created an animated sequence known as “VS.” It options Olympic athletes, from gymnast Simone Biles to surfer Mahina Maeda, and points a message to viewers that each girl has the ability to #ChangeDestiny.

But, B2B manufacturers are getting lively within the sports activities scene, too, this 12 months. Olympics sponsors Intel, Dow Chemical, Atos, GE, and Allianz all have main B2B divisions. As Kenneth Hein writes in The Drum, B2B firms use sports activities “to inform their usually advanced tales in a extra simplified, relatable approach.”

WHY IT MATTERS: If you happen to’re a B2C model, an Olympics sponsorship is a good alternative to harness content material advertising and marketing. Gone are the times of slapping the Olympics brand in your promoting and advertising and marketing. Now, it’s extra about creating nice narratives round your message and mission, not your services or products.

B2B manufacturers are taking on the @Olympics advertising and marketing torch as a play to make their advanced tales extra relatable. @CMIContent says it’s a good time for them to go for the #ContentMarketing gold. #WeeklyWrap Click on To Tweet

If you happen to’re a B2B model, the Olympics is a good reminder that sports activities could be a useful technique to higher clarify your enterprise, and extra importantly, to assist your viewers perceive your enterprise.

Intrigued, puzzled, or shocked by an instance, information, or one thing else in content material advertising and marketing? Share it with us by finishing this type. Your submission could also be featured in an upcoming Weekly Wrap.

Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute


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