25,000 grasshoppers landed in 5,000 influential places this week, including here at Wired PR Works. Thanks to grasshopper.com for the crunchy critters and the all-around PR success story example that we’re dissecting here today.
Where was/is the press release? Did they need one? No, but a follow up with results would the one I’d like to see.
Dissecting Grasshopper’s Chocolate Covered Campaign – What I Like and Why
Novelty – chocolate. covered. grasshoppers.
List – coming up with 5,000 names is impressive
Packaging – clean, resealable pouch is inviting
Chocolate – need I say more?
Numbered – I got 4989 out of 5,000, tagging the bag was a nice, personalized touch
Cross-channels: direct marketing, video, website, YouTube, twitter and blogs all turned on at once
User Generated Content: a Google blog search for grasshopper.com shows 76 results right now and chocolate grasshopper talk on twitter is still going strong
Delivery – via FedEx – gets attention and guarantees timing
Mass – 25,000 chocolate covered grasshoppers is huge
Video – inspiring and well-produced with original music by Carly Comando, written and produced by Sonja Jacob and designed by Ben White. Jennifer Wang’s story for Entrepreneur talks about the how entrepreneurs can change the world video.
Concept – ties into brand, or rebrand from gotvmail to grasshopper
Curiosity – what does this company do?
Flattery – being on the list is a compliment – who are the other 4999 people?
Copy – “You’re a risk-taker, a dream-realizer. What’s left to do that you haven’t done already? Eat a grasshopper. They’re farm raised, covered in chocolate and rich in protein. So, not only will you be breaking boundaries, but you’ll be eating healthy, too.”
Product – phone numbers and service at affordable prices that connect entrepreneurs and customers, starting at $9.95 per month
Call to Action – Entrepreneurs can change the world. Join the movement now! grasshopper.com/idea
Built-in viral – 1- novelty, 2- inspiring video, 3- “I made the list!” announcements
Memorable – all around experience engages sight, smell, taste, sound and touch
Starting a Movement – empowering entrepreneurs around the world
As of right now, the video has 31,776 views, 143 ratings and 77 comments.
Embodying the Entrepreneurial Spirit
What does it mean to you to be an entrepreneur? How do you change the world?