Interesting tweet: Who wants free late-night shots @ Mercadito? @foodietheapp does! Head in after 10pm, everyone order all-u-can-eat tacos, get shots. Easy.
My query is did Mercadito go beyond their tweet to generate viral buzz better known as OMG.
We all agree that Web 2.0 has provided us with the tools that facilitate real time conversation. As a result, we are now experiencing a “pull” economy. Brand marketers are rushing to field their social media presence on the Internet – follow us on Facebook and Twitter being the standard play. What puzzles me is how limited the focus has been on generating positive viral buzz, especially in the food industry. To date most of the viral buzz has been negative word-of-mouth. Two examples that illustrate my point:
- Greenpeace's assault on Nestlé Kit Kat bars usage of palm oil a byproduct from deforestation, thus calling them out on the carpet to clean up their supply chain. Their Have a break videos have been uploaded 1.1 million times and still counting. They have facilitated a community of “not fans” on their Facebook page prompting their Chairman, Peter Brabeck-Letamthe to post a letter calling for a moratorium on destruction of rainforests.
- Danone had to counter a viral attack in Argentina on its Actimel yogurt brand being harmful.
So what about designing movements to generate positive buzz in the food industry? One master is Ramon DeLeon out of Chicago. He learned the hard way when his Domino’s crew made a servicing mistake, thus coined the expression: “Put social media fires out with social media water.” Now, thanks to engaging with his customers via numerous social media tools, Ramon has created positive viral buzz.
Back to Mercadito’s original tweet which was retweeted, a form of viral marketing. However where was the OMG factor (Oh My Gosh; Oh My God!)? Why did they not walk up to a table of all you can eat taco guests and say “Tacos on us”? Imagine if they did, plus videoed/photographed, then posted their reaction on their Facebook location or Flickr. Why did they not announce they would be rewarding another free table at midnight? I bet the tweets/texts would have been flying off their guests’ fingers. Why did they not walk up to an individual and present a $50 gift certificate for being the best dressed? Again a video/photograph of that individual’s reaction would have generated positive viral buzz and potential organic growth for Mercadito and Foodie.
The food industry needs to begin capitalizing on the positive viral buzz that is at their finger tips when it comes to spreading the good news. It is that simple. Oh my gosh! LOL.