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Brief
Tayto crisps are an Irish institution. And Mr. Tayto is the brand's iconic figurehead.
In recent years, Mr Tayto's promotional campaigns have stopped the traffic. First, he all but hijacked the nation's general election - and probably would have won if he'd been allowed to stand. Then he embarked upon a nationwide crusade to find a wife, with thousands of candidates queuing up. Now, in the run-up to Christmas 2009, Mr Tayto has put pen to paper and released his no-holds-barred autobiography - The Man Inside the Jacket.
The book features images from the Tayto family archives, stories from past scrapes with his brothers and friends, and the inside story of his rise from the tilling fields of Ireland to national icon.
Mr Tayto’s campaign was launched in mid November with Yomego commissioned to design and build Mr. Tayto’s website www.mrtayto.ie and put in place the social media channels to galvanise the crisp brand’s international fan-base and drive sales.
Strategy
To support the launch, Yomego designed and built the campaign's website www.mrtayto.ie and is using social media channels to extend reach, build awareness and drive sales.
Execution
The supporting website (www.mytayto.ie) like the book, is a real page-turner - literally. It features excerpts from the book, an interactive quiz, a host of downloads and provides the option to buy the book online. Plus, a live twitter-style app tracks Mr Tayto around Ireland on his book-signing tour and provides regular tweets for army of fans and admirers.
Finally, Yomego’s Social Media Optimisation (SMO) campaign takes the campaign onto Flikr, Facebook, Twitter, YouTube and Bebo. It also involves contacting notable bloggers, forum members and relevant online media contacts to seed prizes, interviews and snippets not in the book.
Results
The book, Mr Tayto: The Man Inside the Jacket, has reached number one in the Irish book charts (outselling the memoirs of former Taoisech, Bertie Ahern and the Manchester United 2009 annual). It has had voluminous support online via twitter, Facebook and through Mr Tayto’s own website.
Two weeks into the campaign Mr Tayto already had over 11,000 fans on Facebook and legions of the Tayto army have visited the campaign website which includes a twitter-style app that tracks Mr. Tayto on his book-signing tour and personal appearances around Ireland. The campaign is still in place, running up to Christmas 2009, when the brand’s reach and popularity across social media channels will be analysed by conducting a Social Media Reputation score. This will provide a quantitative metric of coverage and sentiment among social networks, bloggers and the wider online community.
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