In an attempt to utilize a once popular advertising tactic, ConAgra Foods, with help from Ketchum public relations, surprised bloggers with new Marie Callendar's dishes rather than the Italian cuisine they were expecting. The evening left the patrons feeling deceived. After sending food bloggers an invitation to an underground Italian restaurant, hidden cameras were set up to capture the bloggers reactions as they unknowingly ate a new line of frozen box dinners.
The diners have taken to their respective blogs to slam the marketing technique. Negative feedback on other social media sites including Facebook and Twitter have led ConAgra to decide against using the footage for advertising.
Ketchum issued an apology shortly after.
http://www.nytimes.com/2011/09/07/business/media/when-bloggers-dont-follow-the-script-to-conagras-chagrin.html
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2 comments:
I think it must be very effective.but the method is not very clear for me yet.
LED signs
That same marketing was used in those Domino's, or maybe it was Pizza Hut, commercials, when they released new pasta dishes to a group of people being recorded who thought they were eating at a fine dining restaurant. I laughed when I read this blog. The idea of food bloggers angry over a marketing experiment, and then that they couldn't even use the advertisements, was humorous.
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