Mr Tayto - The Man Inside The Jacket
Tayto crisps are an Irish institution. And Mr. Tayto is the brand's iconic figurehead.
In recent years, Mr Tayto's promotional campaigns have stopped the traffic. First, he all but hijacked the nation's general election - and probably would have won if he'd been allowed to stand. Then he embarked upon a nationwide crusade to find a wife, with thousands of candidates queuing up. Now, in the run-up to Christmas 2009, Mr Tayto has put pen to paper and released his no-holds-barred autobiography - "The Man Inside the Jacket".
The book features images from the Tayto family archives, stories from past scrapes with his brothers and friends, and the inside story of his rise from the tilling fields of Ireland to national icon.
The Campaign
To support the launch Yomego designed and built the campaign's website www.mrtayto.ie and we're using social media channels to extend reach, build awareness and drive sales.
The supporting website, like the book, is a real page-turner - literally. It features excerpts from the book, an interactive quiz, a host of downloads and provides the option to buy the book online. Plus, a live twitter-style app tracks Mr Tayto around Ireland on his book-signing tour and provides regular tweets for army of fans and admirers.
Finally, our Social Media Optimisation (SMO) campaign takes the campaign onto Flikr, Facebook, Twitter, YouTube and Bebo. It also involves contacting notable bloggers, forum members and relevant online media contacts to seed prizes, interviews and snippets not in the book.
Results
The campaign runs up to Xmas 2009 and a series of KPIs are in place to measure success. Yomego audited the brand's reach and popularity across social media channels before the campaign by conducting a Social Media Reputation score. This will be monitored during and after the campaign to provide a quantitative metric of coverage and sentiment among social networks, bloggers and the wider online community.
Steve Richards, MD at Yomego, says:
"Social media is making its way up the agenda of more and more Marketing Directors. Brands can no longer ignore, or pay lip-service to, social media audiences. But branded content needs to be engaging and delivered to consumers in an appropriate, relevant and non-intrusive way. When dealing with a much-loved member of Irish folklore like Mr Tayto, these principles are all the more apposite. The Tayto marketing team is dynamic and brave enough to put social media at the heart of the campaign."
