McCain's high profile social media launch shows that, with the right incentives, marketers can drive engagement and awareness around brands less naturally suited to online discussion.
In order to promote their new Rustic Oven Chip range, McCain have launched a high profile Facebook campaign under the slogan “3% fat, 100% guilt free”. The campaign, backed by offline print advertising, encourages consumers to post their guilty secrets to the McCain Facebook page and offers a shopping trip to New York as an incentive. In just under a month since launch, the page has already gathered an 11,000 strong following, showing that high profile promotion and prizes can be effective in driving engagement, even around brands that are less often discussed online.
- Unsurprisingly, discussion is led by competition entrants posting their own guilty pleasures: With a New York shopping trip acting as an incentive, consumers readily confess their guilty secrets on the page
- Many of these confessions explicitly mention McCain chips: Consumers say they love McCain chips and describe them as “yummy”
- A significant proportion of consumers mention the McCain character, Farmer Ben: While a few “doubt he is genuine”, many female consumers describe him as “cute” and “their guilty secret”
- A few consumers mention the New York prize: They say they would “love” to win the “dream holiday”
- A high proportion of consumers mention the McCain product: Many consumers mention how they like to enjoy McCain chips, describing them as “yummy” and “their guilty secret”
- However, very few consumers link the product with healthiness: Despite the “3% fat, 100% guilt free” message, very few consumers actively link McCain chips with healthiness. Indeed, many still describe them as a “guilty pleasure”
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