https://www.mashed.com/676528/chipotle-turned-its-cilantro-soap-meme-into-a-real-product/
Nowadays, brands continually leverage social network and
other emerging channels to engage young customers, who spend a significant
amount of time in their digital life. In August, chipotle put up a controversial
Instagram post making fun of cilantro, which is often seen as an ingredient in chipotle’s
menu. The post showed a chipotle branded cilantro Soup. In the caption,
chipotle states “OK but what if soap tasted like cilantro?” The post created lot
of excitements on the internet, receiving 22.5K likes and 632 responses from
cilantro lovers and haters. On Dec. 2nd, chipotle announced that
they bought this popular meme to life and started to sell it on chipotlegoods.com.
The news got a lot of attentions from many networks, including cnn, fox news, CBS
Boston, etc. This is a very successful digital marketing campaign focusing on creating
native culture content. It also highlights the importance to connect online experience
and social buzz with real life experience. These marketing activities are very effective and efficacious in building the brand's culture and value, particular appealing to young customers.
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