Wednesday, February 20, 2008

It is transmedia planning, Interactive communication, and tastes like chicken

As the mundane marketers go for multi-million dollar campaigns that boosts their ego, and emphasizes the ivory tower stature – other brands have come down to the consumer level, they talked to them, met with them, added them to face book, and got their comments to tailor their strategy for a fraction of the cost – or in other words they did the cluck!
Leo Burnett has developed the ultimate campaign 2.0 for Nando’s Kuwait.
The campaign is about the life journey of Fred the Chicken, an outcast HipHop mascot who has worked all his life to get into Nando’s and finally got rejected for not living up to their chicken quality standards. Fred later started an organization against chicken discrimination known as Chicken Power.
You can view the work on
Fred’s blog where he posted his life journey, riots in malls against chicken discrimination, his fight with Nando’s chicken Fernando Amore, tours of his crib, his music video, and finally a video were he barges into Nando’s and demands to be eaten.
Fred also has his group on Facebook, Videos on YouTube, and a music video on Melody Hits all of which are getting an exponential number of hits and many comments from Kuwaiti customers some of which are in love with him. Fred is very close to his fans, he responds to their comments, acts in accordance with their requests, and occasionally gives them flowers.
I truly hope that this approach gets adopted by other regional companies / operations and contributes to the rise of true interactive marketing, only with no comment-moderation this time.

Sunday, February 17, 2008

The "Stand out" theory

Have you ever thought that you are right and everyone else is wrong? The truth is… You are right; but so is everyone else. We are generally prohibited from doing what we think is right due to our fear of risk or dis-consensus which results in pointing the fingers of blame. There is never one right way of doing things, typically each way has its draw backs but generally when you know you are right you put significant effort in whatever you are doing, you end up with a better result.
We have developed committees to avoid going with one person’s whim, however committees tend to dilute passion and ownership in addition to general risk taking which forces us to concede to lesser things for the sake of consensus – resulting in a shallow low risk alternative to our potential.
Believe in yourself and force your belief upon organizations that try to dilute your thoughts, do not opt for the mainstream alternatives to get acceptance, but seek eccentric ideas to stand out.
My underlying premise is that everyone is insecure at a certain level, and when they tell you no – they are as insecure as when you tell them yes to try and push your idea through.
The above is not meant to discard feedback, but to use it as a catalyst for improvement and not destruction. In my case and I believe with many others, feedback has resulted in the death or dilution of most great ideas, only to see them implemented by others with more self confidence and drive.
The world has many means to control risk and push for main-stream ideology, allowing only those with self-confidence, charisma (convincing skills), and drive to push their findings through; making them main stream for all of us to let go of our beliefs and follow.
Abstinence is always easier than confrontation, which I would say is our world’s way of separating the stars from the sheep. The sooner you paint yourself black, the faster you climb up the ladder and lead the herd.
Democracy is a deterrent to excellence, because the only thing that everyone agrees on, is the safe option that will keep us the way we are. Even though I sound as if I am endorsing the “Who moved my cheese” theory, I believe in the power of individuality and the strong positive effects of the following theories, one: trial and error, two: if it’s good it they will adopt it, and three: if you believe in it you will make it work.
We are in the world of customization and mash-ups, anything that works even if partially, will be used in part or whole to create a better bigger picture resulting in mental if not physical evolution.