{"id":7765,"date":"2010-08-23T21:40:53","date_gmt":"2010-08-24T04:40:53","guid":{"rendered":"http:\/\/www.web-strategist.com\/blog\/?p=7765"},"modified":"2010-08-24T12:53:08","modified_gmt":"2010-08-24T19:53:08","slug":"video-kit-kats-risky-word-of-mouth-marketing","status":"publish","type":"post","link":"https:\/\/web-strategist.com\/blog\/2010\/08\/23\/video-kit-kats-risky-word-of-mouth-marketing\/","title":{"rendered":"Video: Kit Kat&#8217;s Risky Word of Mouth Marketing Campaign"},"content":{"rendered":"<p><object width=\"640\" height=\"385\"><param name=\"movie\" value=\"http:\/\/www.youtube.com\/v\/cCNu--fecco?fs=1&amp;hl=en_US&amp;rel=0\"><\/param><param name=\"allowFullScreen\" value=\"true\"><\/param><param name=\"allowscriptaccess\" value=\"always\"><\/param><embed src=\"http:\/\/www.youtube.com\/v\/cCNu--fecco?fs=1&amp;hl=en_US&amp;rel=0\" type=\"application\/x-shockwave-flash\" allowscriptaccess=\"always\" allowfullscreen=\"true\" width=\"440\" height=\"285\"><\/embed><\/object><\/p>\n<p>Kit Kat <a href=\"http:\/\/www.web-strategist.com\/blog\/2010\/07\/19\/forbes-greenpeace-vs-brands-social-media-attacks-to-continue\/\">got a lot of flack from the Greenpeace brandjacking<\/a>, yet, I wanted to point out a marketing campaign where they leveraged popular news mentions.  What was interesting is they used a simple email and some doctored photos, on Good Friday in the Netherlands (a country in which <a href=\"http:\/\/en.wikipedia.org\/wiki\/Religion_in_the_Netherlands\">45% are not religious<\/a>)<\/p>\n<p>A few questions:  When consumers find out this was a hoax, does this create distrust?  Does tapping into market memes demonstrate being in tune with your market?   Would it have only worked in a country where a large portion are not religious?   <\/p>\n<p>Whether sacrilegious or brilliant marketing, perhaps it can only work in the Netherlands &#8211;it would <a href=\"http:\/\/www.bnet.com\/blog\/advertising-business\/nestle-8217s-8220kit-kat-jesus-8221-hoax-and-why-it-would-never-have-flown-in-the-us\/4770\">have never worked in the US<\/a>, You be the judge, I look forward to hearing your comments.  (link via Donald Lim, who shared this at the <a href=\"http:\/\/www.immap.com.ph\/\">IMMAP<\/a> workshop)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kit Kat got a lot of flack from the Greenpeace brandjacking, yet, I wanted to point out a marketing campaign where they leveraged popular news mentions. What was interesting is they used a simple email and some doctored photos, on Good Friday in the Netherlands &hellip; <a href=\"https:\/\/web-strategist.com\/blog\/2010\/08\/23\/video-kit-kats-risky-word-of-mouth-marketing\/\" class=\"more-link\"><span>Continue reading<span class=\"screen-reader-text\">Video: Kit Kat&#8217;s Risky Word of Mouth Marketing Campaign<\/span><\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,37],"tags":[],"class_list":["post-7765","post","type-post","status-publish","format-standard","hentry","category-video","category-word-of-mouth"],"_links":{"self":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts\/7765","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/comments?post=7765"}],"version-history":[{"count":0,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts\/7765\/revisions"}],"wp:attachment":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/media?parent=7765"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/categories?post=7765"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/tags?post=7765"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}