Post by arfanho7 on Feb 24, 2024 22:26:00 GMT -5
A Professor of Retailing Co Unit Head Marketing CONTACT Send an email → More Articles FIND RELATED ARTICLES Finance Banking SIGN UP FOR OUR WEEKLY NEWSLETTER Interested in improving your business Learn about fresh research and ideas from Harvard Business School faculty. Advertisers Get Serious About Playing With Their Brands by Dina Gerdeman In social media marketing companies often try to engage consumers with a playful approach. But play is serious business that can backfire if not done correctly.
John Deighton and Leora Kornfeld discuss three rules of play. Williams wore such an outlandish hat—a cross between Smokey the Bear s forest brown lid and The Sorting Hat at Gryffindor—that it quickly received its own Twitter account. Then some marketing genius at Arby s whose corporate logo is a hat of Ukraine Mobile Number List similar design hit it out of the ballpark. The roast beef chain tweeted Williams a message during the live broadcast By the next morning the tweet garnered retweets more than favorites and high profile media coverage. Williams later auctioned off the hat for charity which Arby s won with a bid.
Chalk up another win for companies that are willing to be a little playful with their brands a potentially dangerous tactic that can easily backfire but that creates big wins with consumers if done well. Social media marketing in fact is all about interacting with consumers not hard selling—and a great way to do that is to spend a little brand equity on playfulness to spark conversations.
John Deighton and Leora Kornfeld discuss three rules of play. Williams wore such an outlandish hat—a cross between Smokey the Bear s forest brown lid and The Sorting Hat at Gryffindor—that it quickly received its own Twitter account. Then some marketing genius at Arby s whose corporate logo is a hat of Ukraine Mobile Number List similar design hit it out of the ballpark. The roast beef chain tweeted Williams a message during the live broadcast By the next morning the tweet garnered retweets more than favorites and high profile media coverage. Williams later auctioned off the hat for charity which Arby s won with a bid.
Chalk up another win for companies that are willing to be a little playful with their brands a potentially dangerous tactic that can easily backfire but that creates big wins with consumers if done well. Social media marketing in fact is all about interacting with consumers not hard selling—and a great way to do that is to spend a little brand equity on playfulness to spark conversations.