November 20, 2012
/ by Teresa Dankowski
Photo courtesy of tinaxduzgen via flickr
Black Friday, Cyber Monday, and now this. Big-box retailers are starting even earlier this year (gasp!) and Internet Retailer estimates that 80 percent of major retailers may be sending marketing e-mails on Thursday.
Amidst the hubbub, some companies stand out for their dedication to Thanksgiving. Here are three marketing campaigns to be thankful for …
Respect The Bird. Launched by Allrecipes.com, this “grassroots movement to savor the true meaning of Thanksgiving” is a blog and pledge rolled into one. The digital food brand found that 82 percent of home cooks—their market, basically—think that Christmas marketing encroaches upon the appreciation for Thanksgiving, and so devised an idea to “not let Black Friday shopping gobble up” the holiday. The blog has an easy-access Blogger Toolkit—a smart way to recruit brand ambassadors and create campaign awareness.
Turkey Talk-Line. Steeped in tradition, Butterball’s 29-year-old hotline for cooking and meal-planning questions, is open for the months of November and December. You don’t have to be a Butterball customer or even a meat-eater to call or get the easy-to-remember 1-800-BUTTERBALL number imbedded in your brain. But what didn’t Butterball have in 1983? Butterball On The Go, a collection of mobile tools, as well as helpful PDFs and a Twitter account of home economists answering kitchen queries.
National Clean Out Your Refrigerator Day … was last Thursday, actually! Like my mom says, “when in doubt, throw it out.” While the origins of this observance are unknown, many credit Whirlpool Corporation for the incarnation. Companies take advantage of the “make room for Thanksgiving” one-week notice to promote products and services as diverse as home appliances, cleaning supplies, food, and personal finance advice. Heck, even SpongeBob got over 500 retweets from the occasion.
Do you have a favorite Thanksgiving-related marketing campaign? Does your company do any marketing to show Thanksgiving appreciation?
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