Shocker! Oprah's KFC giveaway may be too successful
Filed under: Bargains, Food, Celebs & Money
As you've probably heard, Oprah Winfrey likes KFC's Kentucky Grilled Chicken.As mentioned in a recent post, she promoted it on her show two days ago, directing people to a Web site to get a free coupon, a giveaway that ended Wednesday night at midnight (EST). And who could have predicted this? Ad Age is reporting that the Kentucky grilled chicken giveaway has had a "better-than-expected response."
Apparently, KFC's website was overwhelmed with downloads, and people, rushing to KFC, have already been turned away. Not that the coupons weren't good (they're good until May 19, excluding Mother's Day), but KFC eateries didn't have enough grilled chicken on hand.
All I can think is: What did KFC expect?Oprah Winfrey isn't just any ol' celebrity. She is Oprah Winfrey with better name recognition (I'm guessing) than Barack Obama, Britney Spears and God put together. Of course, any giveaway with her name attached is going to be successful. Why do you think so many authors, yours truly included, used to salivate at the idea of having their book mentioned on her show?
In any case, this isn't the first time a promotion has been a little too successful. I can think of several, almost off the top of my head:
- Earlier this year, we had the Quiznos debacle. They promised to give away a million free subs without, apparently, clearing it with all of the individual restaurant owners. Many customers were refused the coupon.
- In 2002, P&G offered a promotion where if you bought Pampers, you'd collect points for Fischer-Price toys. Parents bought the diapers, collected the points -- so many, in fact, that P&G ran out of toys. That said, customers eventually did get their toys -- or at least a check so they could buy their toys.
- In 1996, Pepsi had a promotion that gave away a lot of free stuff if you drank a lot of Pepsi (for instance, drink 600 2-liter bottles and get a free leather jacket). So many people entered, and so many things --T-shirts, baseball caps, sunglasses and the like -- were given away that it cut into Pepsi's expected profits.
- In 1993, Maytag Corp. offered free vacations for Europeans who would buy their Hoover vacuum cleaners. So many people took them up on the offer that the company lost $48 million.
But it seems like this shortage and confusion could have been easily predicted. Oprah has a pretty sizable following (think: Earth).
Any company, I don't care how big they are, that considers harnessing her power for a promotion should ponder over what they're about to get into. If they're smart -- and I mean this in a complimentary way -- they really should be a little chicken.
Geoff Williams is a frequent contributor to WalletPop. He also is the author of C.C. Pyle's Amazing Foot Race: The True Story of the 1928 Coast-to-Coast Run Across America (Rodale).
Reader Comments (Page 1 of 1)
5-07-2009 @ 1:53PM
Steve said...
Very good point about this promotion.
I think one preventive measure that could have been engaged would be to limit the life of the consumer opportunity. Perhaps the download link should have been active for only two or three hours.
As your survey of past promotional failures clearly demonstrates, mangements oftentimes get in trouble by misjudging the efficacy of a maketing experiment. If it ends up being too good, then the return on investment can certainly be nullified. And, in the digital age, that nullification might happen on an instantaneous time scale.
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5-08-2009 @ 11:12PM
Steve said...
here's an email I have sent out to family, friends, and everyone else in my address book, after speaking with the area and regional managers of KFraudChicken. One even admitting that he had not seen such a screw up in his 38 years on the job.
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KFC introduces a new item by 1) advertising on OPRAH, the most widely daily television program in America, 2) offering a downloadable internet coupon for a FREE 2 PIECE DINNER, and 3) during the highest unemployment period in decades. So what happens? Two days after the airing, KFraudC shuts down the promotion, 2 days after the promotion began, and 12 days before the promotion was to end. Why? They, in the words of an area store manager, her area manager, and the regional manager, did not anticipate such a response. I know, I called and spoke to them all.
WHAT??? Reread steps 1-3 above again.
So, how does KFraudC attempt to make amends? By offering the visiting consumer a coupon, which they must MAIL AT THEIR OWN EXPENSE, or complete and return AT THEIR OWN EXPENSE to a local restaurant, and then wait for a replacement coupon to be used later, to be redeemed at a future visit, AT THEIR OWN EXPENSE!
WHAT???
Being in category #3, I welcomed the opportunity to try a new, healthier alternative, at a free price. I drove ACROSS THE COUNTY, only to be turned away, with about a dozen dissatisfied customers. I will no longer be dissatisfied by KFraudC; know why? Because, as I expressed to the area and regional managers, and to the corporation by email, I will no longer be visiting KFC. Reread steps 1-3 again. With this undertaking, there is no excuse for this company not to be adequately prepared. Excuses of fraud? Not my problem...I followed the rules and did what KFraudChicken told me to do. Security is their concern, not mine.
AND GET THIS.... it's not like they ran out of the product. They were more than ample to serve THOSE WHO COULD PAY for the meal !!!
The reason customer service degrades year after year is that we allow it to continue.
Express your concerns... spend your money elsewhere. As for me, I decided to take my dollars to Chick Fil A, where I enjoyed a terrific CharGrilled Chicken.
PLEASE PASS THIS ALONG TO EVERYONE IN YOUR ADDRESS BOOK... AND LET'S REBUILD CUSTOMER SERVICE TO THE LEVELS THAT ARE ONCE AGAIN ACCEPTABLE. VOTE WITH YOUR DOLLARS
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5-12-2009 @ 5:22PM
kev501 said...
"The Oprah Effect" strikes again! KFC isn't the first to be overwhelmed by an Oprah mention. CNBC is airing a documentary about her power and influence called "The Oprah Effect" on Thursday, May 28th 9p ET | 10P PT.
Check out web extras at http://OprahEffect.cnbc.com
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