Advertising is far more complicated that I originally thought
a week ago. There are so many things that can go wrong, but when things go
right it is great for a company. Nestle took
a unique approach to advertising by creating a fun phone answering service with
unique options. The interesting part is that it doesn’t seem like Nestle tried
to get the word about their new service, they just let things happen naturally.
Why did they do this? Why didn’t they try and promote their new service to gain
attention? I think it is to help their information remain positive and to let
it be a fun discovery to the public. Let’s think back to the MDstories. They tried
to create and control a conversation and they got a lot of bad press. Nestle
created a product (in a way) and then let the public do what they wanted with
it. Of course there will always be negative voices in the media, but since
Nestle didn’t try to force anything the focus was on the positive. This strategy
worked for Nestle. They had so many people calling that it was almost
overwhelming to their system. Why does letting the public do what they want
without trying to step in work?
This
Article talks about how hashtags cannot
be controlled. Like discussed in lecture, the public and will do what they want
with them. We learned on Wednesday how hard controlling a hashtag can be when
we tried to get our #socmeddicuss to trend. It seems like when a company tries
to force something to happen or only assumes a positive outcome that it has a
higher possibility of going wrong. However, when you naturally let things run their
course you have a better chance of things working out when it comes to the
internet.
I totally agree with everything that you stated. I think that Nestle's "funner menu options" was more successful than #McDStories simply because they let the public naturally discover it rather than posting about it all over social media. I also think that because humor was involved it had a more positive effect as well. Good blog post!
ReplyDeleteI think it is super interesting that Nestle's funner menu options were able to become SO popular just from word of mouth. And I also think it is cool that Nestle didn't feel like they had to advertise it. I think that goes to show that they are confident in their company and don't need social media to determine if they are a successful company or not.
ReplyDeleteThe authenticity of this campaign also intrigued me. The fact that the company organized this menu and released it into the hands of the public without an expressed agenda is risky, but in this case worth it. I also love the connection you made to the class last week about hashtags.
ReplyDelete