Buzz? Really?


According to an article in Promo Magazine, Ghirardelli would seem to be the latest to enter into the “buzz marketing” foray. A buzz campaign hopes to build a tsunami of consumer word of mouth, often catalyzed from a corporate starting point. In today’s world that generally involves some type of digital communications.

In this case, Ghirardelli plans to hand out one million free pieces of chocolate while undertaking a tour through 10 major metros to promote the brand. The “A Million Moments of Timeless Pleasure” campaign is a multi-prong integrated marketing communications effort that uses an online sweepstakes as the anchor point.

Contestants who enter the sweepstakes are to post how they felt about the sample they received; their “Ghirardelli moment”. They may also make subsequent entries when they have additional Ghirardelli Moments. These entries will be posted on the web site.

The campaign is masterminded in this case by The Smith Brothers Agency, an agency that specializes in buzz. In addition to the sweepstakes, web site and sampling tour, Ghirardelli also is supporting the campaign through Twitter updates (@GhirardelliTour), in store displays, promotional packaging, special inserts and an online banner ad program (what, no mobile?).

The culminating event is an electronic billboard on Times Square that will highlight the winning entries. Those of us who do not live in New York or intend to visit soon can see the display online.

According to gmwrites, in order to create and pull-off a buzz advertising campaign, the effort must rely on “a creative idea or buzzworthy news event to generate attention”.

All of this activity has the goal of creating an artificially created buzz around the Ghirardelli brand that will hopefully lead to a consumer created buzz. Will it work?

I have my doubts, but the jury’s still out and we’ll just have to wait and see. I’ll be looking for your “Moment” in the bright lights of NYC.


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3 Responses to “Buzz? Really?”

  1. Alia Markegard Says:

    This blog is great. How did you come up witht he idea? 2 5 4

  2. Greg Mischio Says:

    Mark –
    Thanks for the mention in your post. I’m not too sure this will generate the buzz they’re looking for. It definitely ranks in terms of scope – generally you want something that’s really astonishing or remarkable.

    Now if they’d flooded the East River with chocolate, then we’d be talking!


    • mtietbohl Says:

      That would be something to behold, now wouldn’t it. Thanks for your insights, I’m sure your team has kicked around some really outrageous ideas that never get to see the light of day. Mark

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