Archive | March, 2014

Cadillac’s Rich Guy vs Ford’s Crazy Eco Entrepreneur

30 Mar

If you’ve read Guy Kawasaki’s “How To Drive Your Competitor Crazy”, well this is text book. The Cadillac brand is known for its luxurious automobiles, and when launching its electric hybrid the ELR, they went for the all American pride ego of an old 80s American dream persona. A rich man portrayed by actor Neil McDonough emphasizes on why Americans work hard than European or Asians and proud of it. It lifted and played on the American ego, defining that he worked hard to be where he is and got what he deserves.

Cadillac Ford

Did the ad work? Well yes as it represents an American Dream stereotype niche that is the target market of Cadillac, however America is a melting pot of cultures and the American Dream is sadly just a dream for most. It is marked as an over boastful, arrogant and tasteless ads to most who really are not in the Cadillac target market, and this is where our story starts. While the Cadillac ads gain praises in the upper class and non target markets in the American Midwest and South, other parts of the country especially the more urban critical and eco aware populous who mostly reside in the coastal part of the country (NY, Washington, San Fransisco, etc), finds it repulsive. Car manufacturer Ford finds this as opportunity to launch its Electric Vehicle the Ford C-Max Energi. Ford made a contrast replica of Cadillac’s ad, and in that contrast was what Ford wanted to grab as its target market for its Electric car consumers: hard working Americans who are aware of its surroundings and cares enough to make a difference. They cast a spunky urban farming entrepreneur and made something that not just Americans can relate to. I’ll just let you see the ad right away to make a comparison and maybe you’ll have your own preference to which ad you prefer and maybe defy my words above, I’d be interested in what you have to say.

Arby’s, You’re Doing it Right!

4 Mar

The Mountain Hat

It started with a Viviene Westwood hat that looked like the 80’s Buffalo Girls hat where Pharrel Williams thought would be cool and a homage to hip hop to use it as one of his fashion style. When the Grammys took place, a photo of Pharrell wearing the hat caught the eye of the Arby’s social media team and they punned at ┬áthe singer with a Zing on twitter: “Hey @Pharrell, can we have our hat back?”

Hat AuctionThe tweet had over 65.000 retweets and a reply from Pharrell, it was social media timing at its best. However, it ain’t over yet. A few days later Pharrell decided to auction the hat he wore to the Grammys for a charity he is supporting; the From One Hand To Another charity that helps teach people to code.

The auction took place on E-Bay and after 10 days of bidding, the hat sold for US$44.100 on March 2nd. Pharrell tweeted his gratitude to the bidder who bought the hat and guess who bought it? Yup, it was Arby’s.

Not only did they got something out of the tweet such as earned media and not to mention one hell of a good press, but it would’ve took a great effort to make corporate go ahead with bidding a hat. The result may not be as big as the Grammys, but its EPIC in my book. Arby’s social media showed follow through and the importance of not just those short term tweet glory, but the long term ones as this epic achievements to me is more memorable than the tweet they made at the Grammys.

My hats off to you Arby’s social media team, and may your posts be forever HAPPY.

Auction Tweet