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The Last of Us She was recently criticized for doing a promotional activation of the series on land where a building collapsed due to the 2017 earthquake in Mexico City.
starbucks has become a key brand in the market for fast food.
Pedro Pascal, actor of The Last of Usgave free promotion to starbucks Thanks to the fact that an image where you can see what you ask for in the famous coffee chain went viral.
The potential of social networks for a brand makes unexpected moments in promotion activations, this was justified when in the study “Digital 2023: Global Overview Report” It was revealed that 28 percent of users of social networks go to them to see what is being talked about, so there is traffic focused only on entering social networks and willing to react to stories where brands are involved.
Pedro Pascal, protagonist of The Last of Usa series that has attracted attention in recent times, was caught leaving a starbucks where he ordered his coffee and a picture showed what he asks for in this popular chain.
@alexafromspace Met THE DADDY of the daddies 2 weeks ago and he was pure gold #pedropascal #fyp #daddy #pedropascaledit ♬ Big Boys (sped up + reverb) – Remix – NVBR
on the account of Alex from Space (@alexafromspace, TikTok) A video was revealed that totals more than six million 500 thousand reproductions where what Pascal asks for in the famous chain is shown and that is that by closely revealing what his order contains (label that shows off what is requested from the drink) it is read that he ordered an iced coffee size venti with six shots of coffee espresso.
The peculiar drink drew attention on social networks and shows how important a publication on networks has become and the appearance of a brand with a unique publication.
This fact reminds us of a very important element to consider, and that is the ability of brands to get more and more involved in the market, with core communication resources. These core resources are none other than the ability to react to an unexpected promotion.
For example, the video showing the six shots of coffee that Pascal orders at Starbucks is just proof of how important it is for a brand to have positive visibility in networks, something that in marketing is called the halo effect, since the comments warn the positive association of the coffee brand with the value of Pascal.
“One of the things that have helped Pedro to be so popular is his charisma, his good attitude and humility. Not to mention his natural talent in acting, ”he cites one of the comments that describe the actor, while another comment cites:“ there is the extreme coffee of him, we are coffee ”.
The promotion that a brand achieves unexpectedly in networks is part of how valuable social media marketing strategies have become, which have currently innovated and established value benchmarks in the market.
With this in mind, an element that we cannot lose sight of is the one that warns us of how important it is today to have resources such as a department of community managers, which has become essential to be able to respond to the conversation not only about consumers, as well as business owners.
We saw this when Ricardo Salinas, a Mexican billionaire and owner of Elektra, scolded the store chain’s community manager on social media for posting advice and not sales-oriented copy.
The action was immediately responded to by the CM and what was an unexpected scolding ended up being an activation of the brand on social networks.
Both cases, that of Pedro Pascal promoting Starbucks on social networks and unexpectedly, like that of Ricardo Salinas, turning a scolding into a promotional activation of Elektra on Twitter, are a reference to how valuable communication has become in the market from digital media.