According to a recent Adweek article, a McDonald’s Filet-O-Fish campaign has become a viral sensation on the web, garnering more than 300,000 hits in a little over two weeks. What’s the catch? The Boogie Bass, a popular DRTV product, ironically enough is what makes the ad work.
Michael Planit, president of Product Strategies Inc., was involved with the marketing and music licensing for Boogie Bass. He is the author of “Operators Are Standing By,†McGraw-Hill 2007.
The use of consumer products that are pop-culture phenomenons is a great idea for use by McDonald’s and other corporations for advertising. I don’t think it was as much a marketing stunt as it was a “fluke†(sorry, couldn’t resist) that it became such a viral sensation. But, the idea of providing a visual like that is a fun and familiar way to catch the consumer’s eye.
A successful DR product garners so many impressions on TV, that its ubiquity becomes such it can increase the broadness of the demographic when placing it in conjunction with a more focused product – the Snuggie, for example, might be a product like that down the road.
In our current marketplace where back-to-basics is what’s important to the consumer, the idea of major corporations placing products that are familiar and memorable at many levels is a great way to pull a little at our emotional purse strings. Whether it’s a warm and fuzzy message or one we can laugh with – if we feel something good, we will be more apt to buy. -Planit
Given that it’s Lent, as a Cafeteria-Catholic who oddly picks and chooses certain dogmatic rules to follow, I’ll shamefully admit that the Filet-O-Fish will be prominently on my mind while trying to avoid eating meat on Fridays. What do you make of the McDonald’s campaign?
Pat Cauley is Electronic Retailer magazine’s eMedia editor.
“It’s hard to know where to spend your money.” This is a quote from Mat Zucker at Agency.com, an Omnicom Shop from Adweek.
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