Hold the presses. A miracle has occurred. A brand mastered the art of millennial marketing.
Channing Tatum participated in a Reddit AMA last week to promote Magic Mike XXL and a charity campaign for the Runa Foundation. AMA stands for “Ask Me Anything” and was something created by Reddit users as a way to have an open democratic interview with any individual. The interviewee could be anyone – from the President of the United States to Big Bird, basically anyone with an interesting story. Using the Reddit platform allows for any person in the world to ask a question and the best ones get voted up and are answered in real-time by the interviewee.
During Tatum’s AMA, he was asked the following question by a user:
Hello Channing Tatum! This is something I've always wanted clarified since it happened ... were you ever in Sea-Tac airport at the Chili's restaurant looking for a beer but IDless? I was the one working there who had to make the difficult decision as to whether we could serve you or not.
It all ended with a picture of you giving each of us a peck on the cheek, myself included. It's still one of my favorite stories to tell so I hope I wasn't just duped by a very convincing look-alike.
Tatum answered with the following:
That absolutely was me. Because I love Chili's. And no one believed me that i got into an airport without my id. I just wanted a beer and some chicken crisps, and i actually couldn't get either of them for a while, because i remember you guys didn't have chicken crisps either! what's a Chili's without chicken crisps?
Are you ready for the best part of this story? Yes, it gets even better.
Within hours after Channing Tatum told this hilarious story, Chili’s took to their Twitter to not only personally apologize for being out of Chicken Crispers, but to also tell Tatum that they hoped to make up for his poor experience with a donation to the charity organization he was promoting , Runa Foundation.
The Channing Tatum story was one of the week’s most popular topics on blogs such as TechCrunch, Mashable, USWeekly, Vanity Fair, Gawker and CBS. Audiences, especially the millennial demographic, couldn’t stop talking, tweeting and posting about it.
So what’s my point? I believe Chili’s cooked up the marketing recipe for capturing the hearts, and wallets, of the millennial consumer: listen and pay attention to what’s going on outside your own social and cultural channels, respond in a timely and personalized way – and don’t forget the side of social responsibility.
from Social Business Insights Blog http://ift.tt/1QNRUHD