There is no doubt that tomorrow is one of the most important dates in the history of our Country. The candidates are feverishly making the rounds today to muster up any last undecided voters to their side, Rock the Vote is working overtime to get the youth vote out in force and those in battleground states are fielding calls from supporters of both parties reminding you to vote. With the economy in a slump, brands are always trying to find new tactics to bring customers through their doors or ways to grab your attention in a position that casts them in a positive light--what better way than to get involved in encouraging brand loyalists to vote.
A few days ago while watching TV an amazing ad from Starbucks aired. It asked simple questions that had a resounding impact. The ad was to encourage you to get out to vote while offering a promotion of a free Tall coffee when you come into any Starbucks on Nov. 4th with an "I voted" sticker. This really accomplishes a few things: enhances Starbucks image for the brilliance of the ad itself, reminds the American public how important their voice is on election day and gets folks in the door of their local Starbucks. In a tough economy, something for free is the highlight to anyone's day, and this strategy may possibly garner a few new customers who may have not otherwise tried a Starbucks coffee (yes they do exist).
Burger King also aired a similar commercial for several days, not offering something for free, but aligning their "Have it your way" motto to using your voice to vote on election day.
Ben & Jerry's is offering a free scoop of ice cream at their various locations in conjunction with positioning themselves at universities around the country to encourage the youth vote. While they say they'll give a free scoop whether you voted or not, the point is they are encouraging voting, especially among the youth. Check out their Facebook page to find a university near you holding a free scoop event.
Krisy Kreme is giving a free star shaped donut with patriotic sprinkles for election day.
My question to you is--are you more apt to notice brands such as those mentioned above because of their election day bargains? Does your feeling of patriotism on Nov. 4th also play into a positive feeling towards a brand encouraging or rewarding you for voting? Or do you view this negatively when a brand uses the election angle to promote products?
Posted by Shannon Nelson on November 3, 2008 6:33 AM
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Comments (1)
I find it to be a positive branding experience. It's federally illegal to do so, but I like it, and would love it if other companies would do this. I even offered free pet psychic readings for those who voted, and my company is tiny!
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Bridget |
November 4, 2008 6:51 AM
Posted on November 4, 2008 06:51