And our hero is off on a whirl wind
adventure attempting to find pig loving Americans that are willing to provide
goods and services for some very tasty bacon… (N.B I have never tried this
bacon, but if I ever accepted payment in bacon, I’d like to think it be some
dam good bacon.)
The first barter led to success in
bartering bacon for tickets for “Jets Game”(I imagine this is a game where they
throw pig skin around…) Now the second time around he bartered bacon for a cab
ride in NYC, even though it went successful. It didn’t actually get a positive response from consumers….
Engagement marketing is highly popular
because consumers can become
involved. Essentially these marketers want to create a nation of bacon lovers that
will become loyal to the brand and spread the word about the deliciousness of
Oscar Mayer bacon.
The cab ride for bacon video did not yield a positive response from
consumers, in fact a youtube user
AuburnAmazonArtist commented the following “Congratulations, Oscar Meyer, on moving forward
with a marketing campaign that robbed fairly earned compensation from a low
income bracket laborer that was pressured into agreeing to the deal because
your camera was in his face. Well done. Seems fair and ethical.
I get the whole "bacon is even more
awesome than money concept," but it's incredibly unfair to come to this
agreement AFTER you've already started the meter running. Not cool, Oscar Meyer
and marketing company. Not cool”
Its comments like these that serves a
reminder about the risk of engagement marketing. That now the consumer talks
back, and sometimes its not so nice…
Oscar Mayer has not responded to this
comment, which makes it all the worse. But more on that on the next blog post!
TO BE CONTINUED
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