This week, Lego's customer service avoids the dark side. JP Morgan Chase omits restaurant content. And Doritos tweeted surprisingly bland content during the MTV Video Music Awards. Read our content examples, then add your verdict in the comments.
Lego finds its Obi-Wan
One customer contacted Lego because he only had the 13 then 14 bags needed to make the 3, 187 – cantina pieces from Star Wars: A New Hope.
Feedback, discussed in Inc. and tweeted ) by CMI friend Carla Johnson, it's amazing. The expected apology and promise to send the missing bag came with creative phrases like “This must be the work of Lord Vader” and “Fear not, because I hired Han to carry the bag right away for me.” friend."
$ of a customer 350 @ LEGO_Group The set is missing pieces. The company's response is very clear https://t.co/yHLyO9AIf4 # CX # customerexperience # renew # inspiration pic.twitter.com/HxnwygW1pa
– Carla Johnson – Keynote speaker (@CarlaJohnson) September 3, 2021
WHY WE THINK IT HOT: Lego is a brand that gets its customers. This innovative reply to transactional customer service email stands out for a number of reasons. Language of email connection to the product. After all, Lord Vader and Han Solo wouldn't make any sense to email a customer who was missing part of the Diagon Alley kit (Harry Potter and Voldemort would be, though). parser references) create confidence that they care enough to send the right parts.
This example illustrates why content marketing teams should also think about after-sales communication. Great content after purchase deepen potential long-term relationships . After all, someone who buys $350 Lego sets will likely buy more bricks and Lego sets — as long as they're happy with the product and related customer service.
Read @CMIContent on customer service @LEGO #email blames Lord Vader and promises to deliver missing parts in less than 12 parsecs. What's yours? H/T @CarlaJohnson Click to Tweet
JP Morgan Chase visits restaurant content website
JPMorgan Chase is entering the restaurant opinion business with an acquisition The Infatuation , a restaurant review and guide website. The sale also includes the popular Zagat brand, which The Infatuation bought a few years ago.
According to a CNN's report "Infatuation's focus aligns with JPMorgan's recent effort to attract high-end customers who spend a lot on dining out."
The site offers free content as well as a $89 annual membership program that gives subscribers access to exclusive content and priority access to ticketed events, including a bi-regional food festival, EEEEEATSCON . A JPMorgan spokesperson told CNN it will seek to offer similar opportunities to Chase cardholders.
WHY WE THINK IT HOT: On the surface, buying The Infatuation may seem like an odd content game for a global bank. But it makes perfect sense in a crowded credit card market. Nowadays giving credit card points for special benefits is expected. Access to events and exclusive content from credit card issuers gives JPMorgan Chase a way to stand out.
What is your verdict on the @JPMorgan buy restaurant review and the #content @infatuation website? Clever way to differentiate or move quirky #ContentMarketing? @CMIContent Click to Tweet
Stale Doritos' social media posts disappoint in VMAs
Doritos was trying to be interesting for this week's MTV Video Music Awards. (And we don't mean as cool as on the farm.) This is tweet : “How many triangles can you spot at the #VMAs tonight?”
How many triangles can you spot tonight at # VMA ?
– Doritos (@Doritos) September 12, 2021
A few answered with actual numbers. Messy responses (like, “ Who the hell watch VMA ? "and" It's for the Illuminati, not Doritos ) outnumber serious answers.
The only other tweet from Doritos that night was a video of Machine Gun Kelly and Travis Barker doing “paper cutouts”. Doritos is an official sponsor of VMA but the attempt to connect the brand to the event was unsuccessful.
WHY WE THINK IT'S NOT HOT: The question about triangles (the shape of Doritos chips) seems odd. Who would sit there and count the triangles without a meaningful reward? (And how many “verifiers” would have to count them on Doritos’ side if a reward were to come?) Strategically, it looks like a move to walk away in response to an internal request related to sponsorship.
In the past, Doritos created award-winning integrated campaigns for its partnership with VMAs. Its 2019 campaign includes product integration without a logo in a first-to-market Twitter product (VMAs “Stan Cam”) like the one below with A$AP to engage fans with behind-the-scenes content , sparking social conversations.
(And here's a non-Doritos question: Isn't it weird to have MTV VMAs when cable channels actually don't air music videos anymore?)
What do you hot on @ tweet doritos triangle in #VMAs? @CMIContent share your opinion here. Agree? Click to Tweet
Cover photo by Joseph Kalinowski / Content Marketing Institute
Post a Comment
Post a Comment