Tuesday, February 14, 2017

Valentine's Day Content Marketing Hits and Misses

Valentine's Day Content Marketing Hits and Misses

In the spirit of Valentine’s Day, many brands try to play the role of Cupid. But, instead of arrows, they create Valentine’s Day-themed content to pierce the hearts of prospective lovers…I mean, customers. Unfortunately, also like Cupid’s arrows, they sometimes miss their mark.

When a brand’s content hits it target, we fall in love with the brand. When it misses, we dismiss the content or, worse yet, turn on the brand and dislike it. The following are the best content hits and misses meant to celebrate the day of love.

The Hits


DisneyStore.com #SoThisIsLove


Disney #SoThisIsLove

Imagine being a Disney fanatic and being able to work for the company you love! That’s what happened for many of Disney’s employees. With its #SoThisIsLove promotion, Disney showcases four employees. They share stories of their love for specific aspects of Disney:

The stories interesting, and Disney ties them back to relevant products we can buy. No company does merchandising better than Disney, and this is another example.


Pokemon Go Valentine’s Day Event


The Pokemon Go craze has long since fizzled, but there are still plenty of die-hard players. Their Valentine’s Day event offers features that excite them to chase the characters. Special “pink” Pokemon are available and even reward players with double candy. Plus, the lures are available for six hours. Lure modules increase the number of Pokemon available for capture at a Pokestop.

As the Forbes article says, this event won’t bring in many new players, but will be popular with current users.

The Miss


Hallmark Valentine’s Day Ideas


Hallmark got it wrong. I repeat: Hallmark got it wrong. How can that be with a holiday that is tailor-made for them? Actually, in several ways. The biggest reason is their Valentine’s Day page is focused too much on selling. You’ll scroll through six categories before you find non-sales related content.

When you finally get to some useful Valentine’s Day content, their blog post setup is odd. They have an intro, then the share buttons with a weak CTA. Then, they offer the heart of the blog post, but it’s easy to miss. The topics are good, but the results are inconsistent:
  • Love Quotes: This section works well with 15 love quotes that could be from their cards. It’s not clear if they are, but I’d guess so.
  • Kids Valentine’s Day Party Games: Another nice post with 14 games and puzzles to download.
  • Love Letter Tips: This was a huge letdown. Maybe I’m just used to expert writing advice from the likes of Ann Handley, but these tips will get you nowhere.

To top off this miss of a page, Hallmark puts what should have been the intro section at the very bottom of the page. Just an odd way to try to work content into their promotion.

Burger King Adults Meal

Burger King Israel is going there. Yep. Don't let the kids see this one. Just for Valentine's Day, they're offering an Adults Meal. It comes with two Whoppers (insert your own joke here), two orders of French fries, two beers (fitting), and...a romantic ADULT TOY! Because nothing says love and romance like getting an adult toy from Burger King included with your Valentine's Day dinner. Again, from Burger King. When you care enough to give the very best. Oh, but you can only get after 6pm.


BONUS: The Truly Strange


Netflix’s Michael Bolton’s Big, Sexy Valentine’s Day Special


I don’t know where Cupid’s arrow was aiming or where it hit for this one. Michael Bolton plays himself in this Netflix comedy. I can’t do a description justice. You need to watch the trailer below and draw your own conclusions. I’ll be honest…I kind of want to check it out.


What do you think of the content above? Do you have other examples? Share them in the comments below. We’d all love to hear them. Thanks for reading and if you like this post, please share it.   

1 comment:

  1. Thanks for the discussion. But I love sally O'Dowd works most who develops & shares innovative stories via corporate videos, white papers & keynote speeches.She's too different with her writings.

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