Friday, 11 June 2010

Social media fail or win?


Crochet Nannerpuss by Yummy Pancake's photostream


**work related post social media post.

A few weeks ago I was tasked with designing a presentation deck on my favourite topic, social media. Which makes sense since I am a social media strategist :)

I was researching brands who were doing it well and ones that were getting it wrong.
I stumbled across this article nine worst social media fails of 2009.  

I was pretty intrigued when I saw that Denny's had made the list with an advert that they ran during the Super Bowl.  I didn't see the advert, because I am over in London and I could care less about the Super Bowl. 
By Jennifer Leggio | May 22, 2009, 9:26am PDT

Denny’s Super Bowl ad was interesting. It showed a banana-type character called Nannerpuss

Attempts to create a Nannerpuss following via social networks (i.e. Twitter) were a complete fail. Denny’s had the right idea, but creating some sort of storyline or understandable to the Nannerpuss ad (and its sister ads) would’ve done well to create more brand loyalty. They should’ve stuck with giving out the free Grand Slam breakfasts rather than sinking money into the silly banana. dancing atop a stack of pancakes, in a way to show that other comparable restaurant breakfasts are silly and sub-par to the Grand Slam. The commercial itself was kind of funny and Nannerpuss in some ways endearing, but the restaurant’s attempt to create a customer loyalty campaign through Nannerpuss failed miserably.


Of course I went to check it out and thought it was both weird and funny, which to me is a great combination. It was a bit out of left field for Denny's but that's made me like even more.

What was surprising to me is the amount of fan love there is out there for Nannerpuss. This woman had written the campaign off as a fail back on May 22nd, 2009 but just over a year later it looks like it's really taken off.

Lets look at the numbers.

Facebook Fan Page: 10,630

Flickr: 108 tagged Nannerpuss photos
YouTube: 28 videos
The proper advert on YouTube has 670,240 views
Sample Fan Video NANNERPUSS VS COOKIEPUSS VS GODZILLA has 178,078 views

Twitter:
Following: 1,556
Followers: 1,857

There seems to be a lot of love out there for Nannerpuss, which to me seems like a win and not a fail. Perhaps they were expecting engagement right away and it just took awhile? I don't know. I think it's pretty cool that Denny's did something different and were willing to give away a free Grand Slam breakfast to everyone in America. 

I only wish I was there to have enjoyed it.

As a crazy side note, after reading the article and proclaiming my love for Nannerpuss I found out that my friend Krista Kelly from MCAD works at the agency (Goodby, Silverstein & Partners) that produced the advert...what a small world!

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