Social Cargo

The allure of a strong online following can be intoxicating to brands, but when misappropriated and poorly applied, does this actually convert into consumers or is it just the latest "cargo cult" advertising strategy for the Internet age?

In little more than a month the @GirlBehindSix Twitter account reached over 30,000 followers. Initially posited as a web-based game where contestants could win prizes, including headphones, mopeds and cash, the account became an instant success story. With very little advertising, limited to just one day of promotion on the microblogging website and a few short term advertisements, in areas related to six such as certain subways and streets around New York, the campaigns focused simply on the "gameshow" format running atop the Twitter platform. The account garnered massive interaction as it's followers named moped gangs and uploaded photos in their quest to capture prizes. Little did it's followers realise the account was powered by one of the United States most successful restaurant chains.

Wendy's, the world's third largest hamburger business, was recently revealed as the force behind the extremely popular account when it was disclosed that the six referred to a then empty slot on the Wendy's menu and culminated in the release of their new burger the "W". Wendy's current challenge: convert those followers to paying customers. While the account has offered a coupon to allow followers to grab a free burger, the lack of real connection between the promotion as a whole and the brand has raised eyebrows. Those with doubts have questioned whether the type of people who followed an account for free stuff are necessarily the demographic Wendy's needs to attract to it's own brand.

At the time of the reveal the @Wendys account had a pre-existing 47,000 followers and this number has budged little since @GirlBehindSix started pushing the account as the new destination to receive prizes from the contest. Despite being notable as one of the fastest growing corporate accounts to date the lack of clear brand association, maybe key in it's rise to fame, has also limited the brands ability to generate increased interest in the actual product. The agency behind the campaign maintains that "surprise and delight" was the idea behind the strategy, something it no doubt achieved with it's mix of prize draws and revelation, and believes that the buzz generated will set the stage for the planned run of TV ads.

While Wendy's have certainly not been hurt by the campaign, the lack of conversion suggests that a deceptive marketing strategy may not always pay dividends with users developing the coveted affiliation with the target brand. The idea that brands must culture a strong social media following to become, or remain, successful could very well be simply another cargo cult practice for the 21st century.

Cross-posted from cs08jjj on social media