Do teasers set your brand up for failure?
“…it wasn’t undertaken to tease anything about the bank. It was about starting a conversation.”
So with that in mind BNZ views the teaser campaign as a success.
|While the entertainment and technology industries use teasers successfully on the whole teaser campaigns can set a brand up for failure. The question has to be asked – is it really worth the wait?|
Teasing your fantastic new product’s arrival is one thing but claiming you are revealing a “game changer” is a bold statement. It can’t just be a game changer in the eyes of Domino’s management or Domino’s staff, it has to mean a game changer to the NZ public.
You can pretty safely rule out ‘world peace’ and ‘a cure for cancer’ as Domino’s “game changer” and a wise bet is it’s pizza related. So given these assumptions, will Domino’s announcement really constitute a “game changer” for anyone outside their own company? And if you over promise and under deliver, have you done more damage than good in the end? Are you setting your brand up to disappoint your toughest critics – the public?
Twitter already seems a little skeptical of Domino’s Game Changer…
I suspect that Dominos Pizza interpretation of a “game changer” is different to everyone elses
— Wendy Smith (@wendlesnz) March 10, 2013
Given that the hashtag #gamechanger also includes tweets about the news that a child was cured of HIV, it’s use by Dominos seems a little silly.
While my expectations of Dominos’ #gamechanger are low, I am interested to see whether consumers feel excited or disappointed when all is revealed. Consumers are pretty savvy and if they feel like Domino’s is making a big deal over nothing it may just back fire.