Grey Poupon Impresses Me – & I Impress Them
13
September
Why hello there. It’s been a while. To say it’s been a busy summer would be a bit of an understatement… Not only that but I’ve been feeling a little less than inspired lately.
But I have to say – I’m feeling a little bit of a kick today thanks to Grey Poupon. I think their latest Facebook campaign is quite fantastic, truth be told. Give me some entertainment, play up my vanity, and make me feel special? I think I’m in love.
As this Ad Age article, “Are You Refined Enough to Be a Fan of Grey Poupon’s Facebook Page?” states:
Usually, brands want as many fans as they can get on Facebook. But Grey Poupon mustard is trying to mark itself out as exclusive. Through agency Crispin Porter + Bogusky, the Kraft-owned condiment is launching a Facebook campaign in which only fans who are identified as having “good taste” can “like” it on the social network.
Users can go to Grey Poupon’s Facebook Page and apply for membership to the Society of Good Taste. By allowing access so the application can pull in information found in my Facebook profile, I receive a short video that plays in front of a disconcering audience. This audience, obviously of exacting tastes, judges things such as the number of friends I have, my current city, places I’ve recently been, Pages I’ve liked, and even the school I’ve attended. Luckily, they found Dalhousie University to be… well:
Once you’ve they’ve gone through this short reel, the judges put up their score. And guess who made the 99th percentile!? YEAH, YOU KNOW IT.
And for those who don’t make it? Sorry… but your “Like” gets rescinded.
However, for the awesome people like me who DO make it, it appears we may have some treats in store for us, if I’m deciphering these fancy table cloths correctly. A great reason to keep checking back and using this app again.
This is a nice take on Facebook fans. A lot of the time, many of us (clients and agencies) can get caught up in the the number of fans we have, not the quality of fans we have. Don’t lie; we’ve all been there. You see Facebook Pages all the time celebrating hitting a fan milestone, but not celebrating a 30% feedback rate on a post. I love that Grey Pourpon is taking their brand platform and using it in a new and unexpected way in social. Not only is it smart from an engaged audience perspective – these are people who hope they will be allowed to connect with a brand – it taps into a lot of psychological traits that make Facebook so obsessive.
Well done. I tip this dog’s hat to you, Grey Poupon.
Trotter the dog. Owner: Zack Lara
Photography, Styling and Training: Sonya Yu