RE: That KFC Tivo ad stunt

I meant to post about this awhile ago, but I figured it was so dumb it would kind of go away. By now you have no doubt heard all about the TV spot KFC made that you have to watch in slow motion to get a coupon code for a free sandwich. According to a little blurb I heard on NPR 90% of fast food ads are skipped by Tivo users. So obviously instead of finding a relevant way to market to their key demographics (which I assume are firefighters who want tiny little sandwiches called "Snackers"), they went with a cheap gimmick that will have astronomically diminished returns the next time they (or someone else) tries it.

The simple truth is that people generally don't want to watch fast food commercials. Trying to trick them into doing so offers no real lasting reward for anyone. Instead of spending big money on an ineffective television ad, why not find some way to create a conversation with consumers that will actually help people want to eat your food? Probably because the advertising budgets are all tied up in contracts with big ad agencies who find it easier to film a lame but safe tv commercial than find some new way to reach people. To paraphrase the famous IBM quote, no one ever got fired for making a tv spot. Of course, no one bought a Buffalo Snacker(TM) from one either.
This is reason number 1,412 why I have no desire ever to work in the advertising industry again.

P.S.- The secret code is "Buffalo", but they seem to have run out of Buffalo Snackers(TM). Now if you'll excuse me, I'm off to grab me a bucket of chicken.

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Posted by Mark Allen on Friday, March 3, 2006 Comments (3)