Dodge Gets Social

Dodge is finding a new way to make buying a car fun and a family affair again.  The company has entered 2013 with a revamped strategy with clear intentions of mashing social with automobile purchasing.  With the introduction of the 2013 Dodge Dart, Dodge has created the Dodge Dart registry.  The registry functions the same as a wedding registry.  A consumer announces that they intend to buy a Dodge Dart vehicle and through family and friends, find sponsors to pay money towards a specific portion of the car.  I really like this new concept introduced by Dodge.  First, they break away from their traditional SUV or truck models of vehicles and create a fresh fuel-efficient, and smaller vehicle.  The marketing team at Dodge has set the stage for the Dart to enter the category of "My First Car..," alongside the Honda Civic and Toyota Corolla.  But Dodge gives the Dart an edge.  Through the registry system, it's no longer unreasonable to ask for money towards a car.  Friends and family have access to the prices of the various components of the Dart.  Therefore, if sponsoring the $300 steering wheel was too pricey, now your grandma can opt for something cheaper.   All in all, this social registry delivers two things.  First, it gives Dodge extra publicity and exposure to the public.  Each Dart registry can be uploaded to Facebook and passed around to friends in order to increase car sponsorships.  Second, creating the registry provides a sense of community.  Each friend and family member can feel like they are all reaching toward a common goal and know exactly what their contribution was applied to.  Time will tell if this social campaign is a hit.  But I definitely see this method of buying a car being applied more often in the future.

Heart Pumping Mr. Peanut

The month of February, known for hearts, roses, chocolates, significant others....and now peanuts!  Planters and their infamous Mr. Peanut have managed to find a way to integrate peanuts into the romantic lives of millions this year.  The company has kicked off a social media campaign for the entire month of February in which users are able to send humorous and cheeky e-cards to loved ones.  I like this campaign by Planters because they managed to make peanuts seem relevant during a month where chocolate is king.  Users get the satisfaction of being able to choose from 3 different e-card messages and not having to risk mailing a card that might arrive late.  The loved ones who receive the e-card feel special, remembered, and entertained at the same time.  Additionally, Planters took this opportunity to extend their social campaign to Facebook where if wanted, the e-card video would appear on a user's wall.  This version of free publicity, now exposes more and more viewers to watch the Mr. Peanut e-card and probably give more thought to purchasing Planters Peanuts.  It will be interesting to see how much momentum this campaign continues to generate as Valentine's Day passes by.

Oreo Seizing Opportunity

For those who watched the Superbowl there were a few notable and buzz-worthy moments.  Of course, there was the game and the numerous ads...some loved and some soon to be forgotten, and the Beyonce half-time show.   However, the most notorious had to be the over 30 minute black-out within the New Orleans Superdome.  Never before had there been a blackout during the middle of a Superbowl game.  With panic and things in disarray, Oreo emerged the victor in this time of darkness.  While fans and NFL commissioners alike were wondering where did the lights go, Oreos took to Twitter with a great ad and tagline reading "You can still dunk in the dark".  I applaud Oreos for this move because it was risky.  Within minutes of the blackout the advertising agency for Oreos were already viewing the blackout as an opportunity to make waves.  And although no one knew if this last minute idea would be a hit or a failure, top executives at Oreo decided to take a chance and see.  It paid off as the tagline and ad were retweeted over 13,000 times.  This is what I think is so valuable for a brand engaging in social media.  Even in a time of panic and uncertainty they can go unscripted and manage to still be relatable and fresh.  Oreo's didn't push the idea or problems that are associated with the blackout that was frustrating so many fans.  Instead, they found a smooth way to interrelate their product with the unpredictable blackout in a smart and appealing fashion.  While other brands were snoozing, Oreo seized the opportunity presented by the blackout and had people talking and desiring the taste of an Oreo even in the darkness.

Papa John's Coin Toss

Papa John's is creatively finding another way for consumers worldwide to crave their pizzas, and it's all through a simple coin toss.  Genius or opportunistic...either way Papa John's is sure to capitalize on their Super Bowl coin toss for years to come.  I support this intuitive strategy because first, they managed to grab a unique advertising spotlight for the world's biggest stage.  Rather than compete with the 30 second commercial before and after they air, they have secured the allotted time for the coin toss all by themselves with no fellow competition.  Another impressive point is that they have given fans/non-fans alike the opportunity to participate in the biggest football game of the season.  The Super Bowl is one game that can be taken to the utmost seriousness.  Friends and family members are marked for their allegiance to one of the two teams competing; there is no room for the middle.  Interestingly enough, Papa John's has managed to ask customers for an opinion of the game (heads or tails of the coin) instead of an even more pressing question: Who will win the Super Bowl?  I think that by avoiding this tough question Papa John's has dodged multiple bullets.  They have found a way to walk around this dividing question and focus on goodwill geared towards their business and the prize of a free pizza.