I guess desperate times call for desperate promotions - mobile or otherwise.
Fast fooder Hardee's has launched a new mobile marketing effort as part of its integrated campaign for its Biscuit Hole product.
You have to try hard to come up with a name like Biscuit Holes, but that appears to be the big idea. The campaign's tagline: "Sounds so wrong but tastes so right." The concept: Have consumers enter names for the product, which apparently is some kind of biscuit rolled in cinnamon and sugar and served with icing for dipping.
The multimedia, integrated platform including advertising, online, mobile and social media: Centered around TV spots where suggested names include "Breakfast Holes," "Frosty Nuts" and "Heavenly Balls." Key among the campaign elements is a new microsite called www.NameOurHoles.com, where consumers can submit their own name ideas.
“We love to entertain our customers, but we also like to create ways for our customers to interact with the brand to entertain themselves,” says Brad Rosenberg, Hardee’s manager of digital strategy and marketing, in a statement. “The NameOurHoles.com microsite does just that. Think you can come up with a funnier or more creative name than Biscuit Holes? We want to hear it. If it makes the cut, we’ll share it with all of our online fans.”
After submitting a creative hole name to the microsite, visitors can then automatically Tweet their hole name to their followers or post it on their Facebook wall for their friends to see. Visitors can also make video submissions, some of which will be pushed to the Hardee’s YouTube channel where there are additional options to share with friends.
The mobile component: A mobile site developed by iLoop Mobile, where consumers with web-enabled mobile phones can name their Holes, and a mobile ad buy via Jumptap. Mobile fans can also see product information and photos, watch the Biscuit Holes commercials through streaming video, share the site and even send personalized Hardee’s mobile greeting cards to friends.
Insert your own "this campaign leaves a bad taste in my mouth" joke here.
And read more about the effort exerted on Hardee's Holes, here.
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