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Stealth Ads: How Restaurants Are Building Customer Loyalty On YouTube
Photo Credit: Forbes Business

Stealth Ads: How Restaurants Are Building Customer Loyalty On YouTube

Mar 14 2014, 11:04am CDT | by

Consumers are increasingly fast-forwarding past traditional TV ads, long the bastion of chain-restaurant marketing. How can eateries keep their brand in customers’ minds? A growing number of savvy...

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18 weeks ago

Stealth Ads: How Restaurants Are Building Customer Loyalty On YouTube

Mar 14 2014, 11:04am CDT | by

Consumers are increasingly fast-forwarding past traditional TV ads, long the bastion of chain-restaurant marketing. How can eateries keep their brand in customers’ minds?

A growing number of savvy chains are turning to YouTube and posting informational or instructional videos designed to inform and amuse diners — and keep their brand top of mind. From there, if a brand is lucky, social-media sharing spreads their “useful” videos far and wide.

It’s a way of reaching out to customers with something that’s not the usual, relentless “Come in for our $2.99 chicken special” type of hard-sell ad.

Here are a few examples of the restaurants using the YouTube info-video approach, and the angles they’re taking to draw customers in.

Build loyalty with transparency

When the rumor mill turned yet again with urban legends about gross stuff that might be in its signature Chicken McNuggets, McDonald's responded not with a staid press release, but with a video tour of its McNugget-making plant at supplier Cargill's factory in Canada.

Posted to YouTube, the matter-of-fact video puts to rest the idea that ammonia-treated beef sometimes called pink slime or pink goop might be in the McNuggets.

By pulling back the curtain on its production process, McDonald’s reassures diners the food is wholesome. Message: We don’t have any secrets from you. You can trust us to feed you.

Provide useful information

In the case of national seafood chain Red Lobster, the chosen approach is how-to information that makes it more likely you’ll come visit. To be specific, a “Lobster Crackin’ 101″ video featuring company chef Heidi Lane.

The pro-looking, Food Network-style video comes off as pure info-tainment — even though it’s really a social-media ad for the chain. “Come see us today and try out your new skills!” Lane concludes at the end of the video, after showing us her tricks for getting the last bit of lobster meat out of the skinny legs.

Be useful — and funny

Another recent example of how-to bonding comes from Buffalo Wild Wings The chain posted a series of “Fandamentals” videos on how to get the most out of the March Madness college basketball season, including this one on how to identify Cinderella teams:

Here, the association with the chain is less direct, but the message is there — be a fan of our brand, too, and celebrate March Madness at a Wild Wings near you.

Show our values align

One of the first chains to make strong use of YouTube videos was Chipotle. Its approach won’t be for every chain, but making a strong stand against factory farming in its “Back to the Start” cartoon got it a ton of buzz.

Where will restaurant videos go next? Chipotle has since moved on to video brand-building at another level — they’ve got a four-episode original series on Hulu, Farmed and Dangerous . You might think the show would be a thriller, but it’s more of a dark comedy about “the outrageously twisted and utterly unsustainable world of industrial agriculture.”

In other words, more of Chipotle’s brand philosophy, but wrapped in a more sophisticated and longer-form package. Here, Chipotle goes beyond the info-video and veers into edu-tainment.

Lest you think the company takes itself too seriously with its sustainable-farming crusade, the show opens with a faux commercial that self-satirizes Chipotle’s anti-factory farming stance: “These hippies want to manipulate you into believing that real food is better than processed food,” intones series star Ray Wise of Twin Peaks fame, who plays the head of the evil Industrial Food Image Bureau, of I.F.I.B. “Smells like communism to me.”

The plot of the first episode — which has garnered 43,000 Facebook ‘likes’ — revolves around a Big Agriculture company’s new product. The Petro Pellet is a petroleum-based feed for livestock meant to replace plant-based feed, while enriching oil companies and factory farm conglomerates. Drawback: The pellets occasionally make cows explode.

If the show catches on, expect more restaurants to follow suit — not with issue-oriented videos, but with sponsorships of their own niche online shows. When customers don’t watch ads anymore, creating the content ensures your restaurant’s name gets heard.

For more on restaurants, check out the Top 10 Global Fast-Food Brands .

Source: Forbes Business

 
Update
10

6 weeks ago

RM47mil KWSG contributions still unclaimed

Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

Cambodia's Famous Battambang Circus
KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewan Rakyat was t ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

6 weeks ago

Gold shop lost almost RM1mil

Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

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KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was broken ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
8

6 weeks ago

Motion to debate MAS losses in Dewan Rakyat rejected

Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

Federal Aviation Administration Bans All US Flights To Israel
KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was rejected by the Dewan Rakyat to ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
7

6 weeks ago

MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Minister, Datuk Seri Hishammuddi ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

6 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

INDIA-CHINA-DIPLOMACY-TRADE
PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selatan’ in the southern states last month. ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

6 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

Government Weekly Cabinet Meeting
KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 milli ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

6 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister Datuk Seri Mustap ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

7 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

Iskandar Johor Open - Previews
JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an allocation o ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

7 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

EurAsia Cup presented by DRB-HICOM - Day One
PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Bazaa ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

7 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara Damansa ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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