Riding the media wave of “bad boy” TV presenter Jeremy Clarkson’s suspension by the BBC – due to his alleged punching of a producer who served the wrong food after a long day of on-site shooting, referred to as a “fracas” by the broadcaster – Mars promptly sent him a box of 48 Snickers with the slogan “YOU’RE NOT YOU WHEN YOU’RE HUNGRY”.
With a single light-hearted gesture and tweet, Mars taps into the popularity of a show had a weekly audience of 350 million people in 70 countries, and an online petition of over 800,000 followers.
Brands looking to successfully pull off such a stunt need to follow 3 simple rules:
- Be prepared for the unexpected, to leverage relevant events around the world as they happen.
- Stay 100% consistent with your brand values, tone and message.
- Have deep understanding of local culture, to join the conversation at the with the right twist at the right time.
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