Catching up on the DVR this weekend, I was watching the season finale of “My Name is Earl” when a great brand integration caught my attention. It turns out that Klondike Bar is bringing back their great jingle of “What would you do for a Klondike Bar” and blasting the message across multiple new media channels.
Nostalgia is a powerful marketing tool
Many brand managers/agencies suffer from NCH (Not Created Here), causing them to turn their back on great campaigns/jingles of old. But the smart folks at Klondike are embracing nostalgia in their campaign, but doing it through new tools with Consumer Generated Media, Branded Entertainment and Public Relations.
First, the whole campaign revolves around the “What would you do” contest where you can submit a video showing just what you would do for that Klondike. The top video will be $100K and the chance to meet “The Lonely Island “ team (which in itself is a huge prize for aspiring comedians/writers). Second, they created what I thought was a pretty natural integration with “My Name is Earl” where Randy proceeds to do several “wacky” things to get a Klondike Bar. Third they tied this integration and contest together with spots throughout the show promoting the contest (the spots alone made me laugh out loud…much to the annoyance of my girlfriend). Finally, they added a dose of PR with an appearance on Jay Leno to promote the contest as well. Interestingly, both Earl and Leno are on NBC so this seems to be a top-to-top integration.
All in all, I have to say this is a great way to do Consumer/User Generated Media and New Media thanks to the following:
- Klondike didn’t just rely on traditional media & :30 second spots to promote the contest.
- They gave consumers a “Creative Brief” to follow with a specific framework “What Would Do” and specific categories: Laughs, Did You See that?, and Flaunt It.
- They gave incentives for submitting videos ($$$ and trip) AND for watching/engaging with the videos ($25K for watching/rating videos)
- They didnt walk away from nostalgia and try to create a new tagline. More marketers need to stop spending millions to generate awareness of a new tagline that no consumer really cares about anyways.
What do you think? Did Klondike do it right? What elements would you have added or gotten rid of?