Have you ever seen someone post a Tweet like:
“Gosh, I just LOVE KRAFT Macaroni and cheese” (I confess, I’m a fan as well).
or maybe…
“Trident Layers gum may be my new obsession.”
Well, companies have noticed it too. The last tweet was used as a part of a new advertising campaign for “Trident Layers” gum. The print piece, depicted below, ran recently in newspapers (of all places!).
"The People Have Tweeted" Print Advertisement for Trident Layers Gum
As you can see, the ad is focuses on customer testimonials captured from Tweets from individuals (we assume) expressing joy, love, exuberance and many other emotions at the thought and taste of this seemingly irresistible gum (sure made me want a piece!)
Of course, my first reaction (shared by others who have written/commented about this advertisement) was the ad’s symbolic representation of shifting ad dollars and media. With increasing frequency, many corporate marketing programs have allocated more resources toward non-traditional advertising such as social media rather than newspaper, radio or television advertisements. (Although, interestingly enough, this particular ad was printed in a newspaper – sort of “hedged bet” right?)
But then I got to thinking – ‘who are these Trident Layers gum lovers? Were they paid for their support? Did they sign a consent form?’
Let’s assume that all of these Tweets are authentic (a reasonable assumption, I think). This then begs an important question:
Are these “customer testimonials” or something else entirely?
I believe that there is a necessary distinction. Many people make comments, tweets and posts about something for comedic affect rather than a true statement. Maybe FitBottomedGirl was trying to get a couple “RT @FitBottomedGirl HAHAHA. I’m all about the double mint” responses from friends. Is it safe to say that perhaps FitBottomedGirl is not really obsessed with Trident Layers gum? I’d venture a guess at “yes.”
So what does this mean?
It means that as the communication gaps between companies and consumers continue to disintegrate, it’s important that consumers and marketers recognize that this will also change how companies can interpret what their customers are saying and what “peer-to-peer recommendations” mean to individual consumers.
Will consumers trust recommendations from complete strangers? Even those that share similar interests and seem authentic?
Or, as advertisements continue to draw content from the general social media cauldron, will consumers filter them out and actively seek authentic feedback and guidance from people I truly know?
While I believe that this Trident ad is brilliant in its authenticity, I wonder what this spells for the not-so-distant future of advertising.
Mark Sawyier
3 Comments
While consumers will always turn to those they actually know for buying advice, social media, with its trending topics, tweets and status updates, brings new products to the screenshots of unknowing users.
As a daily user of Twitter, LinkedIn and Facebook, I read about new things everyday, including products, solely based on what people I barely know are talking, or tweeting, about. If anything, these outlets are opening eyes to more products and advertising than ever before, using less of the budget than many other vehicles.
This post is a great follow-up to the post about “new media.” This campaign blended new media (Twitter) with old media (newspapers) and attempted to create a cool campaign. My first thought when I saw it? Awkward.
Gen Y especially throws terms like “obsession,” “know what’s up,” and “delish,” around all the time. I have a new “obsession” every hour it seems like. It’s hard to tell if they’re taking these tweets seriously, because I can tell you they shouldn’t be.
If I were Trident Layers, I would have cut out the newspaper. Bring the tweet concept online and incorporate it into their web page or make a video. These tweets are aimed at a young audience, an audience who isn’t reading newspapers.
Twitter: marksawyier
Thanks for the great feedback Jennie and Courtney.
Courtney – Agreed that social media (particularly Twitter) has created a new kind of interconnectedness between people, one that is not limited to immediate social networks (Facebook) and allows individuals to exposed to a near infinite amount of new information.
Jennie – Great point your making about the language Gen Yers use. In many ways, the greater connection companies now share with their consumers will necessitate a much more granular approach to their marketing. In my opinion, it all boils down to authenticity – if you aren’t speaking your target consumer’s language, they aren’t going to listen.