Digital Promotions are not the same as Social Media marketing.
The Nando’s Dictators campaign see TV ad here and its accompanying promotion using digital channels (although I don’t know how the customer gets from the TV ad to the digital promo) is very different to social marketing.
Sarah Britten in her article Is Nando’s ‘Last Dictator Standing’ the new ‘Old Spice Guy’? probably inadvertently, draws the correct comparison because in spite of the hoopla the jury is still out on the Old Spice Man’s effectiveness. Both are old style push campaigns and at best interactive.
I find it frustrating when I hear the discussions online and elsewhere referring to this campaign as a social media campaign, its an oxymoron – when you start understanding social media you realise that social media is not about campaigns – it’s not about push – it’s about facilitating communities it’s about ideas spreading.
I wonder when the power of social marketing of tapping into the value of communities, conversations and memes will dawn on brands?
A #hashtag does not a social strategy make.