Dissecting Grasshopper.com’s Chocolate Delivery to 5,000 Influentials


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?

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