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The action, a creative confessed, was a measure with which he sought to promote the product, editing the mention alluding to the HBO series.
A flour supposedly resorted to a creative element of The last of usto show how important it is to keep an eye on the social media conversation and sell “cordyceps-free” products.
The action, like any other strategy of social media marketinghas very clear benefits as demonstrated in a study of frankwatchingwhere it was revealed that a majority of 85 percent seek to increase brand exposure by resorting to a strategy of this type in social networks, while 75 percent seek to increase web traffic and 66 percent are interested in generating leads.
“No Cordyceps”
Hacendado is a brand of rice flour and has shown that promoting gluten-free products is no longer enough. Now, the brand offers its packaging at the point of sale as Cordyceps-free flour.
“Flour without cordyceps” in the supermarket. 😇 Thank you, @MercadonaWe are calmer now. #TLOU #TheLastOfUs pic.twitter.com/UfzA4jsuxa
— Victor Gutierrez (@vgutierrezVLC) February 23, 2023
The occurrence is not wasted because it alludes to the fungus that turns humans into zombies in the plot of The last of usa series that has been characterized by being a benchmark in the market and having increasingly valuable creative resources, such as those that have to do with the innovation of the message that is built in storytelling.
The action is an interesting background of what matters today for brands, when taking advantage of the social conversation to make consumer decisions.
Undoubtedly this has motivated an interesting work scheme, which has to do with the way in which the consumer reacts to these proposals.
We can see this with a message published by Victor Gutierrez (@vgutierrezVLC, Twitter), in a text that reads: “’Flour without cordyceps’ in the supermarket. Thank you Mercadona, we are calmer now “and labeled the series The last of uswhich was the one that inspired this mention on the flour packaging.
The reactions did not wait and the tweeter ended up accepting that he modified the photo to generate controversy with the product.
“I added the label in the image and likeness of the gluten. I leave it throwing away community manager from Mercadona, to see if he is encouraged to quote and comment on something, ”explained the tweeter.
The action ended up becoming a promotional idea and shows how important the communication of a product has become and how it can take advantage of insights selling.
Imitation is not always the best form of flattery. #Tlaxcala pic.twitter.com/WeA6wilGW3
—House of Cards (@HouseofCards) June 14, 2017
Undoubtedly we have seen exceptional cases, where not only brands, but also politicians take advantage of the popularity of series that become a trend on social networks.
It all happened in 2017 when the former mayor of the municipality of San Damián Texoloc, in Tlaxcala, Miguel Ángel Covarrubias Cervantes, plagiarized phrases from Frank Underwood, a character from The House of Cardsoriginal production of Netflixwhere he recreates the tone of the character and features that he used to become popular.
The occurrence led to even the character Doug Stamper He answered Covarrubias assuring himself that it was not a competition and that he was surprised to see where the inspiration of certain people came from.
Paying attention to the conversation on social networks to take insights from it and work on campaigns helps to land creative promotional resources, which undoubtedly leverage the name of the brand that uses them within networks.
