SECONDARY EXPLOSIONS
Posted by: Brian Webb | Monday, October 29th, 2007 | 10:25 PM
TACO BELL HITS A HOMERUN
Advertising Buy… $5.6 million, Potential Giveaway Cost: Under $1 million, Publicity Value…Priceless. That could well be the marketing brief at Taco Bell, which scored a PR home run with the promise of a free taco to any American who wants one if a base was stolen in the World Series. Luckily for those hungry masses, Red Sox rookie
Jacoby Ellsbury stole second base in the bottom of the fourth inning in the series’ second game. Taco Bell’s promotion gave every American a free taco.
According to Nielsen Monitor-Plus, Taco Bell is one of the top 10 advertisers in the series, spending $5.6 million (General Motors Corp. is the heaviest hitter, at $13.2 million).
It’s expected that figure includes all the extra airtime Taco Bell got on the broadcast — plugs from TV anchors and sports figures about the promotion and a live interview with Rob Savage, COO of Taco Bell — not to mention a mention of the promo from a player in a “candid” conversation between Sox shortstop Royce Clayton and Mr. Ellsbury the evening before the big steal.
“It’s definitely driving the conversation,” said Pete Blackshaw, CMO of Nielsen BuzzMetrics. It’s hard to argue with good buzz.
SECONDARY EXPLOSIONS
One measurement of success by our military when bombing our enemies, is the discovery of secondary explosions. Secondary explosions indicate that the bomb landed on stored vehicles/aircrafts, fuel dumps or ammunition depots… indicating maximum effectiveness for the risks and costs incurred.
Who’s talking about your product or service? While nobody’s likely to lead that effort more aggressively than you… it’s important for you to develop smart strategies that engage and encourage “others” to talk about you. Taco Bell successfully landed some secondary explosions with their advertising.
Aim your marketing, PR and advertising efforts at targets that will deliver “secondary explosions,” delivering your business maximum returns for your investment.
