Comments on: Healthy Choice Chooses Wisely

By: Ken Burbary

Ken Burbary — Sat, 10 Jan 2009 02:26:20 +0000

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

By: adam

adam — Sat, 10 Jan 2009 01:23:13 +0000

@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.

By: Ken Burbary

Ken Burbary — Fri, 09 Jan 2009 21:32:00 +0000

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.

By: Jim Storer

Jim Storer — Fri, 09 Jan 2009 19:58:41 +0000

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!