What Crock-Pot Could Have Cooked Up
This tweet landed in my stream today:
Crock-Pot launches NFL-branded slow cookers http://t.co/fGUfQAHI #sportsbiz (via @sports_business)
— Tariq Ahmad (@tariq_ahmad) October 15, 2012
And it immediately got me thinking about what Crock-Pot could have cooked up for marketing this awesome new product!
I mean … look at that! Your favorite team’s colors and logo is on a Crock-Pot! Die-hard football fans are likely to be the same people who consume the most chili on this planet. How many times have you been to a football party where chili was served? Crock-Pot, the NFL and chili are nearly a branding match made in heaven!!!
And so, I keep scratching my head as to why the release of this perfectly branded product is so ill-timed and flying very under the radar. My marketing instincts were shouting at me…Here’s what I would have done, if I were the marketing guru at Crock-Pot:
Once the approval from the NFL was received to use the team colors and logos on a crockpot, I would have then reached out to each team’s Community Relations Director. Together, we would have held chili contests in the summer time, keeping the buzz going and engaging fans for all teams in the off season. For each team, a winning chili recipe would have been selected to accompany the team Crock-Pot. So if you bought the San Diego Chargers Crock-Pot, the San Diego fan’s winning chili recipe would be inside. Wait, there’s more!
The product would have been released shortly before pre-season with an ad-campaign featuring the chili recipe winners from each team. Crock-Pot could have partnered with S&W to feature the award-winning ingredients of football’s chili recipes (side note, but still a good opportunity). Through the season, there would be chili cook-offs across the nation between the recipe winners featured in the team-themed Crock-Pot. Could have been set up like a tournament where the brackets are put up online and you follow your team’s chili recipe winner through the brackets. That would have led to a Superbowl Sunday chili cook-off finale extravaganza to determine which team’s fan had the winning recipe in all the league. Imagine the commercials. You could end up with some rare “live commercials” campaign during the Superbowl.
The social media marketing, promotion and engagement opportunities would be endless. Voting could have occurred online, in addition to the live chili cook-off events. People who try the included recipes could give reviews, share photos, etc. Fan participation surrounding the competition on the field and for the Crock-Pot chili challenge would spike. Gazillions of NFL Crock-Pots would have been sold. And there would be millions of satisfied bellies full of chili.
Really – how tough is it NOT to see the possibilities here? This is common sense to me. What a huge opportunity missed by Crock-Pot and the NFL. I mean, REALLY! If you can’t stand the heat in the kitchen, get out of the Crock-Pot!
How would you have marketed this product?
Tags: branding, chili, creativity, crock-pot, football, marketing, NFL, opportunity, social media
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