Now in its 28th year, Edelman’s evergreen PR campaign for Butterball turkey is going 2.0, in addition to the huge wave of consumer publicity the agency generates for the ladies of Butterball, or the staffers who run the phones of the Turkey Talk line.
Last year we spoke to Allison McClamroch, VP at Edelman’s Consumer Brands division in Chicago who with the help of an 8-person team put together an SMT, three Today Show spots, a CNN American Morning, and a mountain of newpaper clips.
Though they didn’t go for my racy Ladies of Butterball calendar idea, the campaign is considerably more sexy this year in other ways–specifically in interactivity beyond 800-BUTTERBALL. Here’s what McClamroch’s team put together this year–more on the mainstream publicity tk:
Mobile: Turkey Texts: Text the word “TURKEY” to the number 36888 from your mobile phone or log on to Butterball.com and enter your mobile phone number to opt in and have tips on how much turkey to buy, thawing reminders and turkey temperatures at your fingertips.
Online: Log on to Butterball.com for a new look and easy-to-find how-to videos, fresh recipe ideas, cooking calculators, new Web chats and a section to upload your personal Thanksgiving photos. The site has been formatted for viewing on mobile devices.
Turkey Talk-Line Bloggers: This year, three well-known mommy bloggers have joined the Turkey Talk-Line to train at Butterball University and share their tips. They will assist with answering e-mail questions sent to TalkLine@Butterball.com, participate in weekly Web chats on Butterball.com and contribute content to the “new cooks” section of the site.
Web Chats: Virtually talk turkey with the experts and have questions
answered live during Web chats on Butterball.com taking place. The next one happens tomorrow from 11 AM to 1 PM Central time. Web chats will be co-hosted by a Turkey Talk-Line expert and a Turkey Talk-Line blogger.