Yolked was able to really tap into an audience by capturing authentic responses to their product. As long as an audience is well-aware of the relationship with the sponsor, that authenticity remains both powerful and proof-worthy. But, if there is a hint of collusion, that can backfire, have devastating affect. The influencer, Kyle Scheele, and his Scheele Meal Deal with a regional C-Store comes to mind. Scheele had millions of people hooked on a "prank" that ended up being a full-gamut fake prank that wildly backfired for both himself and the "Kum & Go" C-store chain. For reference: https://www.dexerto.com/entertainment/tiktoker-kyle-scheele-admits-viral-kum-go-meal-was-actually-staged-1710748/
To me, no matter how basic or complex a sponsorship is, without those things, it won’t work. If those two things are present, it definitely stands a chance.
Also, I’m a major proponent for keeping partnerships/sponsorships simple, because those are generally the more effective ones.
Yes, complexities are necessary in many instances, but not always, and I’d rather tackle a partnership with a series of small, quasi-guerrilla tactics like this than a multilayered, convoluted approach with metrics that don’t matter.
Yes, I also like the Charlie Daniels song “Simple Man!”
Funny you should say this, Ben. I was almost feeling like the activation was too simple to make for a compelling story. I mean having kids sample a product on video and it then being shared on social media, is not exactly the product of years of rocket science training. But like winning is all that matters in sports, getting customers to act in a way that creates value for the sponsor is all that matters in sponsorship marketing.
I think everyone understands the importance of authenticity. If you are still here, Ben, can you please expand on why empathy is important? I used the Blair Witch Project as an example of authenticity driving impact. What might an example be to demonstrate how empathy is needed?
Yolked was able to really tap into an audience by capturing authentic responses to their product. As long as an audience is well-aware of the relationship with the sponsor, that authenticity remains both powerful and proof-worthy. But, if there is a hint of collusion, that can backfire, have devastating affect. The influencer, Kyle Scheele, and his Scheele Meal Deal with a regional C-Store comes to mind. Scheele had millions of people hooked on a "prank" that ended up being a full-gamut fake prank that wildly backfired for both himself and the "Kum & Go" C-store chain. For reference: https://www.dexerto.com/entertainment/tiktoker-kyle-scheele-admits-viral-kum-go-meal-was-actually-staged-1710748/
Two key word takeaways:
- EMPATHY
- AUTHENTICITY
To me, no matter how basic or complex a sponsorship is, without those things, it won’t work. If those two things are present, it definitely stands a chance.
Also, I’m a major proponent for keeping partnerships/sponsorships simple, because those are generally the more effective ones.
Yes, complexities are necessary in many instances, but not always, and I’d rather tackle a partnership with a series of small, quasi-guerrilla tactics like this than a multilayered, convoluted approach with metrics that don’t matter.
Yes, I also like the Charlie Daniels song “Simple Man!”
Great deep-dive on this deal!
Funny you should say this, Ben. I was almost feeling like the activation was too simple to make for a compelling story. I mean having kids sample a product on video and it then being shared on social media, is not exactly the product of years of rocket science training. But like winning is all that matters in sports, getting customers to act in a way that creates value for the sponsor is all that matters in sponsorship marketing.
I think everyone understands the importance of authenticity. If you are still here, Ben, can you please expand on why empathy is important? I used the Blair Witch Project as an example of authenticity driving impact. What might an example be to demonstrate how empathy is needed?