Wednesday, December 13, 2017

Purchasing through Apps is so 2017 - 7 Eleven, BPme, Baskin & Robbins

With our constant attention on our mobile devices, and the fact that we are getting lazier and lazier, one emerging trend is that we have been bombarded with apps. Recently, 7 Eleven brought in an app with an innovative idea - you can lock in a petrol price from today and fill up a few days later when you do need to get fuel, at today's price. However, you need to pay first via the app even before you get to the petrol station. The advantage is cheap petrol any time you want and you don't need to line up to pay for your fuel once you are done and drive away legally. Of course this could have a cannibalising effect on their in-store purchases. For that, the 7 Eleven app also offers in store specials like free coffee, free fruit, free iced coffee and special pricing for many of their products - all redeemable via the app in store.

Then this week Baskin & Robbins enticed their mailing list to install their app with a $10 incentive to sign up. This also takes your credit card details and enables you to order your ice cream via the app. Not sure what this serves except to enable B&R to advertise to you directly via their app. 

Also launching recently is the BP petrol station app BPMe. This was promoted via AMEX and also advertised on TV as a new way of paying for your fuel. There have been teething problems for those early adopters, some didn't get their credit card charged, some got declined after they left the petrol station, others couldn't even get past unlocking the fuel pump via the app. For mothers and fathers with a carload of kids which need to come into the store every time you fill up, apps like these when they work will be very popular! 

This summer, Maccas has also decided to up their app game. They've experimented with at least three types of apps and their newest one is called Ordering if you can't find it in your app drawer. They are offering a special offer every day of the summer. Today was a $3 double cheeseburger and tomorrow is a free hash brown with every purchase. Thanks to ozbargain, here are the upcoming in-app offers - 
  • Thursday, 14th December 2017 - Free Hash Brown with any burger purchase
  • Friday, 15th December 2017 - Free large sundae with any large fries purchase
  • Saturday, 16th December 2017 - Buy a McFlurry, get a Free Apple Pie
  • Sunday, 17th December 2017 - Buy a 6 pack of Nuggets, get $2 off Hotcakes
  • Monday, 18th December 2017 - Free side salad with medium or large Qtr Pounder, Filet 'o' Fish or McChicken Meal

Hungry Jacks Shake and Win app has been around for a while and still proves to be very popular. If you didn't know this is how you can get free food once a day. Free orange juices or free coffee in the morning are quite regularly offered. Free fries and free large cokes come up quite a bit as well. 

With so many business apps, which app plays have impressed you? 

Saturday, March 1, 2014

Mango Heist - Nandos Admits PR Campaign

With the help of a small country town that would benefit from millions of dollars worth of free advertising, Nando's undertook a raid on one of Australia's greatest landmarks - the Giant Mango from Bowen. Under the cover of darkness, the Mango was taken, leaving the media the next day speculating how such a large monument could be "stolen" overnight. The news traveled to places that wouldn't even know where to put Sydney on the map of Australia and the other day, Nando's owned up to the PR stunt to launch their Mango and Lime sauce for their peri-peri chicken.

Nandos specialises in guerilla advertising with campaigns aimed at the national consciousness whether Australia is talking about a corrupt politician or a drug smuggler. Everything can become advertising nirvana for Nandos.

Great strategy Nandos.

Monday, February 4, 2013

How To Advertise On Superbowl for Cheap

There is the Chinese saying that where there is a crisis, there is opportunity. And when the lights went out at the Superbowl, some were ready. Ryan Northover put up a great post about how companies took to Twitter to hijack the Superbowl when the power outage became a #Superbowl gamechanger on Twitter. Companies started bidding for sponsored tweets to associate with the search words "power outage". Here are some of the examples cited on Ryan's blog.

Sunday, November 18, 2012

Smart Campaign Shows Dumb Ways to Die

Whenever some great advertising campaign comes along, I spend quite a bit of time thinking about it and wondering what made it so good. So there is this song in my head for the last 30 hours which came out of a little animation on youtube. It was shared by at least five people on my facebook so I had to have a look.

Turns out that this video is actually a community safety message put out by Metro Trains in Melbourne. Makes sense because the first time I saw the video, I didn't realise it was an ad and was  thinking about how good it would be if it were part of an advertising campaign.

Was even better surprise to read a guest post on Mumbrella from one of the creators of this ad who helped to explain how the ad came to be.

"The music itself was obviously vital. We were adamant that this couldn’t be an advertising piece of music – we wanted this to exist as a song in its own right. Fair to say the composer nailed it.
The rest of the time was spent making the video as funny and likeable as possible. Not just that, but to load it with so many moments, you finish watching it and want to watch it again.
Anyone who’s ever made a commercial knows that there always comes a point when you’ve seen/heard it so many times during production that it drives you insane. But with Dumb Ways to Die, that moment never came. We’d all seen and heard it a hundred times, yet whenever it aired in the agency, people still stopped to look."

Check out the rest of the article here.