With more than 2 billion active social media users worldwide, it is no surprise that more and more companies are running to social platforms to promote new product launches. Queue Auntie Anne’s cheddar stuffed pretzel nuggets. To support the launch of their latest bite-size goodie, the brand developed a campaign that plays off a “cheesy” theme, tying in the product’s main ingredient and an over-the-top game show host. Other companies have recently found success using similar marketing tactics – with campaigns such as, AT&Ts “Be the Fan” which lead to 400% increase in sweepstakes entries, or Wendy’s “Pretzel Love Song,” which made the cheeseburger their most successful launch ever. So Auntie Anne’s is jumping on the bandwagon. With its over the top host, Chet R. Cheese, Auntie Anne’s is using social media in the right way, by connecting with users and encouraging them to stay engaged and participate. Using two-part posts and asking users to submit their cheesiest jokes or photos to win various prizes, Auntie Anne’s is thinking smart by creating campaigns that allow for user-generated content (a must among Millennials) and shying away from traditional product awareness content.
Will the Cheddar Stuffed Pretzel Nuggets launch campaign be a success? Only time will tell. Either way, it’s refreshing to see more companies really developing a strategy for social media campaigns vs. simply posting ad hoc. After all, simply posting or tweeting uninspiring content does not an engaging social media presence make.
~ Tiffany LaSpina, Sr. Account Executive, The S3 Agency
