Society has become so obsessed with social media, that when it temporarily fails, it makes national news—realizing this, KFC Romania created a unique in-store promotion.
When Instagram, Facebook, Twitter or other social media sites are down and there's simply nothing else to do, the 'Don't Panic Man' campaign rewards people for going to KFC. Once inside the fast food chain, people become eligible to redeem a free meal. In order to monitor when these limited giveaways are available, consumers can check the Don't Panic Man microsite for live updates on each social site's status.
Although free meal giveaways rarely fail to draw in customers, pairing this with social media "crises" adds humor to the already efficient marketing strategy. Although this campaign does not involve social media in the traditional way, this also encourages customers to appreciate their free meal and quality face-to-face time with others, without distraction.
Key Themes Behind This Trend
- Anti-social Media
- Opportunities for companies to create campaigns or promotions that call for less social media use.
- Offline Rewards
- Opportunities for companies to offer rewards for customers who are willing to disconnect from social media for a period of time.
- In-store Activations
- Opportunities for companies to create engaging and interactive in-store campaigns that encourage customers to visit physical stores.
Where This Applies
- Fast Food
- Fast food chains can offer promotions that encourage offline transactions in stores.
- Digital Marketing
- Digital marketers can offer offline promotions to break through the clutter of online advertising and create unique campaigns that stand out.
- Retail
- Retailers can create in-store activations that offer customers a break from online distractions and provide a memorable shopping experience.
