Yesterday I switched onto Sunday Brunch for a fix of some mediocre mid-morning TV viewing. Sorry that’s a little unfair, I do actually like the show, however, Jake Yapp hits the nail on the head with his 99 second send-up of it.
During an ad slot, Patak’s ran a three minute commercial-cum-faux-TV-section where Simon Rimmer, Sunday Brunch’s co-presenter cook, showcases what you can do with a jar of their madras spice paste.
In this bought media bit, Simon briefly shows us how to make a madras-inspired belly pork recipe. It actually looks good, really good. So far so, er, good, you might think. The problem lies at the end of the ad when – after Simon and his new buddy eat his creation and embrace in an exchange of “oohs” and “hmms” – Simon tells us:
“There you go, a deliciously different curry in no time at all. Now for that and lots of other recipes to help you create delicious curries go to our Facebook page ‘curry inspiration’ – go create that curry with Patak’s paste!”
Wanting to see how well Patak’s curried on (sorry) the customer journey from this stimulus, I visited the advertised Facebook page (facebook/curryinspiration).
On there you’d expect an instructional video of the recipe you just watched on telly, or at least a text version of it. Is there? No. Well, you get a heavily edited 20 second clip of the ad you’ve just seen, essentially the part where Simon tells you to visit the Facebook page for the recipes.
“But i’m already on the Facebook page Si,” I cry. “You’ve got me all inspired and visiting the place you told me to go to, but now i’m there you’re telling me to visit the page i’m already on.” It’s like being trapped in some sort of meta nightmare.
Unsurprisingly, others are in the same predicament. In the recent posts section, someone ponders: “Why have a page dedicated to your recipes? Simon Rimmer us [sic] promoting your belly pork recipe, and no one can find it!” (You can see in the link that someone at Patak’s got back to the query with a recipe, a few hours later.)
After seeing the ad around 12noon, I started to write this blog, and someone eventually uploaded the full-length version of the ad to Patak’s Facebook page at about 2pm (click ‘post’ to see it):
Patak’s also tweeted a link to a text version of the recipe at 5.02pm on the day:
— Curry Inspiration (@CurryInspired) April 27, 2014
The problem is these social media responses are far from real time (the one and only tweet relating to the recipe was posted five hours after the ad was broadcast). I can’t help but feel a belly pork shaped boat has been missed by not having the recipe in a prominent place on their social media sites as soon as, or before, this ad was shown.
It makes you wonder: why pay for that slot (the whole ad break) with that presenter and a nicely-shot advert, then fail to deliver on what was promised at that time – the curry recipe.
I probed further and found they have a YouTube channel with ad-takeovers featuring Simon, but not the belly pork one (at the time of writing this).
YouTube is the second biggest search engine in the world, people who haven’t seen the ad could potentially find the vid through their love of curry: exactly the people you want to find it. Patak’s could go one step further and go into more detail in a longer how-to style video for their channel and feature this on their Facebook page too (currently there’s no integration, you wouldn’t know they had a channel from visiting their Facebook page alone).
According to The Drum they paid a six figure sum for the ad-break take over and the ‘Curry Inspiration’ campaign – created by Maxus Partnerships and spread across TV, digital, print, social media and mobile – and Patak’s said it plans to make “strong use” of content marketing.
This isn’t strong use.
Patak’s: if you want an integrated offline and online campaign don’t do it half-arsed. Make it work, in real time. After the ad’s shown live, tweet responsive links to YouTube vids showing viewers how to make the recipes, or at least the recipes themselves. Be part of the conversation you created. Don’t send them them on a curry inspired journey just to be met with an empty plate of would-be belly pork.