This week, we’re talking more and more fans of mushrooms, playing games for fun and data, while translating a serious message into content people will watch.
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Best compliment reminder mushroom category ever
Family-owned Fungi Perfecti sends out a printed catalog once a year to promote gourmet health values and medicinal mushrooms – and sell products.
The catalog, which reached subscribers and included in some made-to-order shipments, received this enticing compliment in Bon Appetit’s a Category Healthyish Loves It by Emily Wilson (emphasis added):
To peruse Fungi Perfecti’s carefully crafted catalog is overall and more enjoyable than the virtual buying experiences I expected. Along with allocating shroom-y products, the same approach informs me of ongoing research into their development and helps me determine which consumables are right for me – whether I make a purchase of the brand or not. I will keep this catalog until next year’s release, so I can hunt for fun mushroom items when I need to replenish my capsules. Some might call it good marketing. I call it magic.
WHY IS IT IMPORTANT: Emily Wilson of Bon Appetit wrote that she found the catalog printing experience more enjoyable than her virtual shopping experience. In is alive and well – and it can be a memorable differentiator.
# Print still exists and it can be a memorable differentiator. @emilyjwils invokes @fungiperfecti category magic in @healthy_ish, via @CMIContent @KMoutsos #WeeklyWrap #ContentMarketing Click to Tweet
Most of the Fungi Perfecti catalog content is about products. But expertly crafted non-promotional content won out over Emily. (Her article on mushroom magazine caught the eye of CMI Kim Moutsos .)
That’s a great example of how content marketing and sales marketing can work together. After all, when customers call your content “magic,” you’re done.
Using first-party data games on
In the keynote speech at MediaPost’s CPG Brand Insider Summit General Mills CMO Ivan Pollard explained how the company used the chemistry game as a tool not only to Interactive but also for first-party data collection.
General Mills brands (such as Betty Crocker and Pillsbury) have been organizing pitches inviting people to submit their recipes for decades. And they’re a successful way for brands to build databases (among other things.)
The company’s involvement in gaming has grown with the involvement of brands like Totino’s, which sponsors an e-sports team for Call of Duty. Totino’s recently ran a promotion includes codes in specially marked snack bags to use in-game features like extended play, console skins, and call cards for Call of Duty: Black Ops Cold War.
“Turn data collection into gamification is something that we’re working on because I think it’s a big unlock,” said Ivan.
WHY IS IT IMPORTANT: Gambling games have long been a great way to engage an audience. Using crawl tactics is a way for marketers to collect their own audience data as Google and others phase out third party data collection .
The key, Ivan says, is creating a value exchange — you have to give your audience a good reason to share their information before you can expect them to hand over your data.
NBC’s Roll Up Your Sleeves fosters creativity for serious messaging
This Sunday, NBC will air Roll Up Your Sleeves an hour-long TV special developed to encourage people to get vaccinated against COVID-19.
Created by media company ATTN:, the show stars Michelle Obama, Lin-Manuel Miranda, and Matthew McConaughey (who will interview Dr. Anthony Fauci).
“Audiences will be able to watch comedy according to the organizers.
NBC, Civic Nation, Walgreens, and many other producers and content creators have worked with ATTN: making Roll up your sleeve.
WHY IS THE PROBLEM: Public service project (discovered by CMI Monina Wagner ) offers several lessons for content marketers. The first revolves around content. COVID-19 and vaccinations are serious subjects that cannot be taken lightly. However, the subject matter is heavy and sometimes technical needs to resonate with a wide audience. That’s where comedy , real-life stories, and heartwarming surprises come into the story. By combining content styles, Roll Up Your Sleeves has a better chance of getting its message across.
Second lesson? The partnership works. You may not be producing a special broadcast network for your company, but you can identify projects where the expertise of other companies could make your big content possible (or better). The key to a successful partnership? Make sure each participant reaps some benefit.
Can humor, star power, and heartwarming stories (a #ContentMarketing trilogy) convince people to get a COVID-19 vaccine? @attn @Walgreens try it out with @NBC’s #RollUpYourSleeves, via @CMIContent @MoninaW. #WeeklyWrap Click to Tweet
Cover photo of Joseph Kalinowski / Content Marketing Academy