Marketing and Media recap #3: Humour, Fear and Fall
Happy Friday, Marketers! It’s time to unwind and enjoy your weekend. But before doing that, let’s look at what you’ve done this week. Let’s recap some interesting Marketing events that happened from Saturday September 17th to Friday September 24th!
Communicating about the COVID-19 Vaccine
The pandemic isn’t over yet. The COVID-19 infection rate is still high and there are too many people being hospitalized. We still need to take precautions. Getting vaccinated is one of them.
The vaccination rate isn’t high enough yet. In the United States, both the government and corporate organizations are encouraging citizens to get vaccinated. And this week, I came across two interesting campaigns.
Family Guy — Communicating a serious topic with humour:
Last Tuesday, Family Guy launched a short 3-minute animation video in which they explained what happens when you get vaccinated.
Stewie and Brian Griffin went inside Peter Griffin’s (“The Fat Man’s” —Stewie Griffin) body. There, Stewie and Brian explain to us how the vaccination works.
The vaccination process is explained in typical ‘Family Guy’-style: the video communicates a serious message in a light and humorous way. By doing so, Family Guy is reaching out to millions of people who love watching the regular show.
And Family Guy wouldn’t be Family Guy if they didn’t slander Meg Griffin, who was portrayed as the COVID-19 virus (Peter Griffin hates Meg).
The video was retweeted more than 25 thousand times, got 54.4K likes, and more than 1K people commented on the video. The Twitter post also included a link to a website where you can find all facts about the COVID-19 vaccine.
Communicating fear to drive action
Using humour in advertisements is a powerful strategy. And so is fear. When you use fear in an advertisement, you are warning your audience against the consequences they will experience if they don’t take action right now.
Last Sunday, a truck through Charlotte during a busy day, as many people in Charlotte were heading to the football stadium. There was an advertisement displayed on that truck. It said: “Don’t get Vaccinated”
That’s an unexpected message, to say the least. The advertisement seemed to be initiated by the ‘Wilmore Funeral Home’, who included link to their website page as well:
But when you fill in the address, you’re directed to a very simple landing page that shows the following copy:
“Get Vaccinated Now. If not [we will] see you soon.”
Would a Funeral Home really do that? Nope!
The Wilmore Funeral Home was made up by Ad Agency BooneOakley. They rented this advertising truck and created a fake website to emphasize the importance of getting vaccinated.
The ‘Get Vaccinated Now’ Button leads you to the website of a health care organization in North Carolina. There, you can read everything about the benefits of getting vaccinated and you can register for your first dose.
So it just was a fake ad. But this ad did get a lot of publicity, and ignited discussions about the importance of the COVID-19 vaccine. And that’s why BooneOakley launched this ad. With one blunt yet effective message of fear, they got the attention of a large audience.
Twitter brands were trying to tell us something last Tuesday: It’s Fall! Many brands used the #FirstDayOfFall to celebrate the Season of Halloween, pumpkins, apple pies and colder temperatures. But what’s even the point of brands celebrating fall? I’ll tell you that in my most recent blog and I’ll show you some cool #FirstDayOfFall examples!
Takeaway of the Day:
In case you’re doubting your self-worth on Social Media:
1 like = 1 real person telling you they found your post valuable.
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