Slim Fast before the #RoyalWedding, ice cream binge after: Promoted tweets put a ring on it.
Posted: April 29th, 2011 | Author: Erica | Filed under: Advertising, Branding & Retail, Culture & Cultural Anthropology | Tags: #RoyalWedding, Magnum Ice Cream, marketing, promoted tweets, sexism, Slim Fast, stereotypes | 1 Comment »As a chick who actually fattened up for my wedding—workouts being the further thing from my mind as I busted my balls 24/7 to create the artwork for the Flash game Lucid Dreaming—I rolled my eyes at Slim Fast trendjacking the #RoyalWedding hashtag by purchasing a promoted tweet.
Not because they were squatting on a popular event. While unsubtley markety, it was also pretty smart marketyness. My irritation stemmed from my loathing of the suggestion brides should—nay, must—slim down for their “big day”.
But if “loathe” was the response, perhaps I wasn’t the target of this ad!
Lol, then, at the next in line for the throne on the #RoyalWedding tag: Magnum Ice Cream.
Marketing message: It ain’t YOU, so let yourself go! The already-married message, picking up the demographic Slim Fast missed. Kinda genius. Kinda sad.
Postscript: And the “scan resolve”, if you will, of Magnum’s ad dollars? Just a visit to their site.
