A recent marketing effort that brought to life the fast-food fare featured in “Breaking Bad” and “Better Call Saul” fell short, by many accounts.
AMC partnered with Postmates and offered hungry consumers a Los Pollos Hermanos “mini-meal,” consisting of two pieces of fried chicken and curly fries. The fictitious fast-food chain is owned by a central character, Gustavo Fring, and is used as a cover for Fring’s methamphetamine distribution ring.
The Aug. 21–22 promotion was available to Postmate users in New York City and Los Angeles. The offer was simple: Order through the app to get free food (along with a promotional sticker for AMC’s “Better Caul Saul”).
[RELATED: Join us in San Jose for the Brand Storytelling & Content Marketing Conference at Intel.]
Postmates wrote in a blog post:
To order, open the Postmates app and find the Los Pollos Hermanos store near you. Mini-meals are free and will be delivered without any fees!*Plus, after you order be sure to tune into episode 3 of the critically-acclaimed fourth season of Better Call Saul, airing tonight at 9/8c, only on AMC.
Then, don’t forget to share your experience with us on Instagram or Twitter @Postmates as you dive into curly fry heaven.
Postmates tweeted the promotion, which included an ad for Los Pollos Hermanos that featured
NOW DELIVERING IN LOS ANGELES AND NYC: Los Pollos Hermanos. One taste and you’ll know.
— Postmates (@Postmates) August 20, 2018
The best ingredients. The spiciest spices. Definitely nothing illegal. That's the Los Pollos Hermanos promise. And starting Monday, you can get a mini-meal of their fried chicken & curly fries delivered for FREE in NYC and LA – only on Postmates, courtesy of @BetterCallSaul. pic.twitter.com/cn55PDJ9ni
— Postmates (@Postmates) August 18, 2018
📣📣 NYC & LA! Order your #LosPollosHermanos today at 12PM EST and PST with @Postmates. While supplies last! Share your lunch pics to #BetterCallSaul pic.twitter.com/TvH49ptINo
— Better Call Saul (@BetterCallSaul) August 21, 2018
AMC also tweeted the promotion:
#LosPollosHermanos is closed. NYC/LA, we will be open for ONE MORE DAY tomorrow at 12PM EST/PST. pic.twitter.com/H86tFsAjwk
— Better Call Saul (@BetterCallSaul) August 21, 2018
Ready for a taste of #LosPollosHermanos? If you're in NY or LA be sure to open up @Postmates at 12PM EST and PST for a free chicken lunch. While supplies last! #BetterCallSaul pic.twitter.com/IzZpRjpVML
— Better Call Saul (@BetterCallSaul) August 22, 2018
Giancarlo Esposito, the actor playing Fring in both “Breaking Bad” and “Better Call Saul,” also tweeted a video of him promoting the marketing stunt:
If you’re in #LA or #NY and have always wanted to try some Los Pollos Hermanos, today is your lucky day (and tomorrow and Wednesday!). @Postmates will be making special deliveries of our fried chicken and curly fries while supplies last. #BetterCallSaul @BetterCallSaul pic.twitter.com/sy8JTT0UnB
— Giancarlo Esposito (@quiethandfilms) August 20, 2018
Though many people were excited about the promotion (and others tweeted pleas to have it extended to other cities), the campaign’s execution wasn’t as flawless as the handoffs in Fring’s distribution network.
Some consumers (including reporters) tweeted their meals:
Los Pollos Hermanos - Taste the Family! #BetterCallSaul #BreakingBad pic.twitter.com/6NMIfIYA21
— Steven Keslowitz (@SKeslowitz) August 22, 2018
Thanks for the #LosPollosHermanos @Postmates. 🍗🍗🍗 pic.twitter.com/5SNkKxyBZY
— Complex (@Complex) August 21, 2018
However, many complained of app problems or canceled orders, prompting Postmate’s social media team to address the unhappy consumers.
what's going on #Postmates placed my #BetterCallSaul order YESTERDAY & now driver called & said she went to pickup & they were out of food? & driver was told to call me to cancel? why isn't Postmates contacting me? driver said she was picking up 2 orders & neither was ready #Sad
— (°~°) Sleepybear McSnoozy (@562ed) August 21, 2018
We're very sorry about that! Feel free to DM us your account email.
— Postmates Support (@Postmates_Help) August 21, 2018
My SCHEDULED order was cancelled and I’m trying to one again and it now says the place I scheduled from is now too far from me
— Raymond (@Raymond33371009) August 22, 2018
AdAge reported that the food was disappointing, as well:
One of our Ad Agers in New York, John Dioso, tested it out. The food came in about 40 minutes through a typical Postmates delivery person, not done up in Hermanos garb."The chicken was fine, nothing special," he says. "I couldn't help but be disappointed. It's been a while since I ate fried chicken regularly, but I'd say it's no KFC, much less Buttermilk Channel."
It was, however, better than the fries, which were "mildly spicy and curly but didn't travel as well," he says.
Inc. contributor Erik Sherman wrote:
When you do a promotion, it has to be true to the brand. Whatever experience the customer has is really an extension of the brand. If the promotion is satisfying, it supports the brand. If it doesn't, the marketing campaign undermines what the brand has achieved.… By delivering what sounds like an unmemorable experience, AMC basically tells people who receive the meals that the show stands for something forgettable. The danger is that the communications are all emotional subtext that can't be undone.
The consensus is that the idea behind the marketing move was excellent, but the execution failed to live up to consumers’ expectations. Fring would be disappointed.
from PR Daily News Feed https://ift.tt/2w6Eosw
No comments:
Post a Comment