Chex Mix: Celebration Legends & Smack Talk
Chex Mix the Sweet ‘n Salty snacks owned by Generall Mills Inc. recently launched Celebration Legends. At the campaign site 6 former NFL football legends are out of retirement and having an end-zone celebration-off. Vote for the best wiggle…
Former Rebel running back Ickey Woods (far right on above photo), is one of 6 former NFL players taking part in Chex Mix’s Celebration Legends contest during this football season.
The competition pits the former celebration ‘gurus’ against each other for 12 weeks and lets viewers vote who wins the head-to-head match-up each week. Woods is famous for the ‘Ickey Shuffle,’ which he made famous as a rookie with the Cincinnati Bengals in 1988 en route to the Super Bowl XXIII.
I like the site design and Smack Talk. Here you can send a phone call to a friend or a video message. That reminded me of Player Talk, a service my last company o2 UK and Arsenal launched many years ago.
I also like the sweepstakes idea. But would rather have seen it with a name field, and a bit more areas of interest, so participants can be invited personally and more relevant.
I know that is not CRM but CCI (Consumer Contact Improvement), since CCI includes prospects as well. CRM and working towards loyal customers (or even brand ambassadors) is a field many brands fail painfully.
CRM is a good start for brands, although CRM is not a name I like: CRM implies a program is only about customers that forgets about the potential clients. So Chex Mix should how done better CCI wise in it’s sweepstake architecture.
Now Chex Mix has only collected a single e-mail address. That will make them run impersonal follow-up communications. Probably also not targeted and irrelevant, since they don’t know anything about this new consumer’s needs, likes and dislikes.
Chex mix does not even know your name, the next time they will talk to you (e-mail you). In real life, most people might perceive this as “pretty impolite behaviour”..
How do you rate this Celebration Legends site and campaign?
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As a soccer fan, I can imagine that this works for American Football fans. Once a sports legend in the US, always a sports legend..
@ Laurens
True! This concept is simple but smart, and applicable to many other famous sports and rock stars as well!
Or movie, comic and game characters!
What about: Alien vs Predator vs Monster of Loch Ness?
What about: Spiderman vs Batman vs Catwoman?
What about: Rambo vs Rocky vs Cobra?
What about: Paris Hilton- Pamela Anderson- Carmen Electra?
What about….
Cheers