Writer of the Life Cereal “Hey Mikey!” Ad is Gone

If you grew up in the 70’s and watched any TV at all, there is probably a space reserved in your head for the “Let’s Get Mikey!” ad. If you, like me, never thought about the fact that someone wrote the thing, take 30 seconds to salute Edie Stevenson, who died recently at the age of 81.

[youtube=http://www.youtube.com/watch?v=vYEXzx-TINc]

My favorite part of the obituary is this line:

In addition to her daughter, she is survived by her longtime partner, Gordon H. Price; two sisters, Daphne Stevenson Penttinen and Adelita Stevenson Moore; three sons, Steven, David and Donald Mann; and five grandchildren.

She also leaves a cat, Mikey.

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How NOT to Use YouTube: KFC Botches the Apology

It’s hard to imagine a promotion as poorly planned and executed as KFC’s Grilled Chicken fiasco.

sales advice: don't be too chicken to apologize when you screw up
Photo by Tony Campbell

If you’ve been living in a cave for the past week or so, here’s a quick review of the clusterpluck:

To promote their new Kentucky Grilled Chicken, KFC offered a downloadable coupon for a free meal. And had Oprah Winfrey announce it on her show. KFC was completely unprepared for the response — their computer servers couldn’t handle the crush of downloads, and their restaurant servers either couldn’t or wouldn’t honor all the coupons.

A day later, KFC announced that it would no longer honor the coupons. Instead, they instituted a truly cumbersome raincheck procedure. Customers were instructed to bring their coupons to a KFC store, where they would be required to fill out a form requesting a rain check — and wait for KFC to mail them their rain check. At which time they would have to make a second trip to KFC.

It might seem impossible for KFC to make the situation any worse, but they were up to the challenge. Here is KFC President Roger Eaton’s astonishing “apology” video:

[youtube=http://www.youtube.com/watch?v=hdFJjeLYVjk]

[UPDATE: alas, after being buried in negative comments, KFC has taken the video down]

KFC was already in a hole before they released the video. From his unfortunate foreign accent to his smirky grin to his bizarre non sequitur (“Everyone wants to get the great taste of our new product, so we can’t redeem your free coupon at this time.”), Eaton just kept digging it deeper.

What has he learned from all this?

“Clearly, America loves the great taste of Kentucky Grilled Chicken!

The take-away message: it’s not KFC’s fault — it’s America’s fault!

This one will be studied in marketing classes for decades to come.

[reminder]

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New Era Makes a Marketing Challenge Go Away… Almost

The Sunday New York Times has a look at American Idol contestant Adam Lambert. Lambert is…

1. Widely rumored to be gay, and

2. Widely considered a favorite to win the competition

Homosexuality has always had a significant place in the arts, but because the vast majority of the marketplace is straight, those in charge of marketing gay artists have often tried to hide those artists’ sexual identity. The article, while focusing on the “is he or isn’t he” speculation, also shows how far we’ve come from the days when

…studios forced Rock Hudson into bogus relationships with women and obliged gay actors “to lie from morning to night.”

In 1959 Liberace, the camp artifact best known, as one critic wrote, “for beating Romantic music to death on a piano decorated with a candelabra,” sued an English newspaper for libel for implying in print that he was gay… When asked on the witness stand whether he was homosexual, Liberace emphatically told a judge: “No, sir! I am against the practice because it offends convention and it offends society.” He won the suit and damages and then, much later, was named in a $113 million palimony suit by his partner Scott Thorson.

It’s worth noting the Boston Red Sox did not field a black player until that same year: 1959. Fifty years later, race doesn’t even register when the Most Valuable Player results are announced — but we still haven’t seen a gay Major League Baseball player come out during his playing career.

A previous American Idol runner-up,  Clay Aiken,  came out publicly — several years after his turn on the show was over. A half century after Liberace’s lawsuit, Adam Lambert can compete effectively in the most mainstream music competition imaginable, and allow the media to speculate as much as it wishes.

But he won’t quite let himself take the final step. The choice may be his, or his handlers’, or the show’s.

We’ll know that sexuality has ceased to be viewed as a marketing problem when a contestant comes out before the  votes are cast — and the New York Times doesn’t care.

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Sometimes You Can Break The Rules

Deadspin alerted me to this video by Ben Gullett. Ben’s dad, Mark Gullett, was laid off from his marketing position with hockey’s Tampa Bay Lightning. So Ben put together the video in an effort to help his father get a job.

As a piece of advertising, there’s much to criticize:

1. It’s all about the advertiser.

2. Virtually no information about any benefits an employer might receive by hiring Mark Gullett.

3. Weak call-to-action: there’s an email address at the end, but no real explanation of what a prospect should do or why.

None of the above matters. The video is damn close to perfect. It tells a  powerful, moving story. While it may not provide much information for the intellect, it more than makes up for that by communicating emotion.

Anyone looking for a creative marketing mind would have to wonder what else Mark Gullett might have to offer. Mark Gullett’s job search has now gotten national exposure, with more than 21,000 views as of today. The campaign’s gotten him at least one firm offer, and a significant number of leads.

It’s done so by breaking many of the rules of effective advertising. I would never advise a client to try something like this — there are too many ways to get it wrong.

This one gets it right.

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