Thursday, April 12, 2007

You be the Marketer: KFC's Mosquito Tone Ad

Here's a recent email pitch I received:
Kentucky Fried Chicken has created a new, innovative marketing tactic and we thought you'd be interested in a story. KFC is introducing a new TV advertisement today, which is embedded with the MosquitoToneTM - a high frequency tone allegedly heard by only segments of the population.

Can you hear this buzz? The sound is too high-pitched for many adults to hear because most people begin to lose the ability to hear high frequency tones starting at age 20. The MosquitoTone is now used by kids in classrooms for text messaging. KFC is now bringing this high-tech concept to their ad to perk the ears of all age groups nationwide - and they can cash in - viewers who spot the sound can win online.

So do you think this 'tactic' will generate buzz, or laughter?

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Anonymous said...

It seems to be getting both. I heard about it on the local TV news show this morning. The anchors were laughing about it, and then got into reminding people that the F in KFC stands for "fried," with the implication it's bad for you.

Overall, it was not a good mention for KFC.

Not sure if this will resonate with the young people they're targeting, or if it will be seen as a lame attempt to reach them. It'll be interesting to see how it goes.

Anonymous said...

I'm sorry, but this is outright ridiculous to me.

I dub this the "dog whistle" strategy.

All it's missing is a treat for hearing it as the advertisement certainly isn't it.

Anonymous said...

Sorry, forgot to add:

How is tihs innovative? The dog whistle was invented in 1935. So they're, what? 72 years too late?

Anonymous said...

All I can say is "WTF?"
mosquito what? I'm sooo lost