Healthy Choice Chooses Wisely

workinglunchEvery once in awhile I stumble across a great example of interactive marketing to share.  Today a friend shot me a link to a microsite from the consumer product brand Healthy Choice, that has a lot of the right ingredients for a successful campaign.  The campaign looks like it was launched last fall but I think it will have a long shelf life.  Here are some reasons why I like the campaign.

  • Comedy is good. The central theme around the microsite is a daily comedy improv show.  The actors are funny, regular people loosely resembling the successful TV show the Office.  They depict characters debating various agenda topics during a lunch meeting.  Quality comedic content can make a site more engaging, more viral and keeping people searching the site for more.  The site’s show had daily updates for several weeks when it was launched, for a “season.”  It appears Season 2 ended in November. With agenda topics such as, “What Not to Do at Work,” “Dealing with Flatulence,”and “Reuse Staples.”  This “best of” show from November 25th is a great example.
  • Consumers engage and direct the content. You can submit meeting agenda topics, vote on future meeting topics, and send a “care package” to a friend who has been in too many meetings.  You can subscribe to reminders about the next meeting, browse through many archived shows and read through dozens of humorous articles.
  • Product endorsement is pervasive but not overbearing. Healthy Choice could just have easily made a microsite about nutrition and product information.  Instead they chose a humorous platform and work the product placement in without diluting the quality comedy content.  When you “send a care package” you can share episodes with friends via email but there also is an option to send a Healthy Choice product coupon.

healthychoice

I’m curious what the cost was to produce the show, site and content, and what the overall ROI would be for a site like this versus an ad campaign in a magazine.  No question I spent more time on this site than reading an ad and that Healthy Choice will have ample metrics to measure consumption of the content.  Well done, Healthy Choice.  Do you think this type of microsite works?  What are some examples of others you have seen and liked?

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  • I love the concept, but I had a really hard time consuming the content. The video player stuttered quite a bit and lagged behind the (stuttering) audio. I tried to pause it to give it a chance to buffer, but it didn’t respond. Eventually, I gave up and closed the tab. In my case, this wasn’t a great experience with the brand.

    With that said, I agree that it makes sense to engage consumers in a way that keeps them engaged (in this case comedy). In this case I wonder who they’re targeting with the content? It seems too risque to appeal to conservative soccer moms (they’re probably the ones doing most of the runs to the supermarket).

    Ok… I was persistent and was able to get an episode to play (my comments in the first paragraph still stand… the player is way too unreliable and needs to be replaced). And WOW the content is pretty edgy. The actors are doing straight improv and they didn’t have too many restrictions put on them, which is brave for a CPG company. I wonder if we’d ever see Motrin do something similar… say a take-off on Desperate Housewives?

    Great post Adam – you always keep me thinking!

  • I love the concept, but I had a really hard time consuming the content. The video player stuttered quite a bit and lagged behind the (stuttering) audio. I tried to pause it to give it a chance to buffer, but it didn’t respond. Eventually, I gave up and closed the tab. In my case, this wasn’t a great experience with the brand.

    With that said, I agree that it makes sense to engage consumers in a way that keeps them engaged (in this case comedy). In this case I wonder who they’re targeting with the content? It seems too risque to appeal to conservative soccer moms (they’re probably the ones doing most of the runs to the supermarket).

    Ok… I was persistent and was able to get an episode to play (my comments in the first paragraph still stand… the player is way too unreliable and needs to be replaced). And WOW the content is pretty edgy. The actors are doing straight improv and they didn’t have too many restrictions put on them, which is brave for a CPG company. I wonder if we’d ever see Motrin do something similar… say a take-off on Desperate Housewives?

    Great post Adam – you always keep me thinking!

  • Nice dissection of the Healthy Choice microsite. I would argue that you answered your own question with all the positive points you highlighted. I’m most interested in any metrics that you find re: the success of the program. Would be interesting to hear how they measured and evaluated it internally.

  • Nice dissection of the Healthy Choice microsite. I would argue that you answered your own question with all the positive points you highlighted. I’m most interested in any metrics that you find re: the success of the program. Would be interesting to hear how they measured and evaluated it internally.

  • @Jim – thanks, appreciate the feedback. I think you’re right, they could use a better video browser. The content is edgy but I don’t think it really crosses the line. Second City-esque though. There were a few I saw where I laughed out loud.

    @Ken – Perhaps I’m leading the witness too much, thanks. @TheWorkingLunch started following me on Twitter today, perhaps they’d be willing to share some insight. Curious which (if any) agency was involved too.

  • adam

    @Jim – thanks, appreciate the feedback. I think you’re right, they could use a better video browser. The content is edgy but I don’t think it really crosses the line. Second City-esque though. There were a few I saw where I laughed out loud.

    @Ken – Perhaps I’m leading the witness too much, thanks. @TheWorkingLunch started following me on Twitter today, perhaps they’d be willing to share some insight. Curious which (if any) agency was involved too.

  • @adam I was also followed by @TheWorkingLunch. They are doing a good job at social media monitoring it seems. A good sign 🙂

  • @adam I was also followed by @TheWorkingLunch. They are doing a good job at social media monitoring it seems. A good sign 🙂