This is not a drill. Hamburger Helper dropped an entire album on April fools though not entirely meant as a joke; it got more listens than a Taylor Swift single. 'Watch the Stove' has been listened to over 4 million times. The album dropped on Friday, and by monday morning 432,660,000 social impressions were made with 4,086,000 plays on SoundCloud. Liana Miller, the marketing communications planner and creative director for Helper said in an interview:
"This hit us by surprise, we did not expect this kind of reaction. We're a small and mighty team, we are six people who just have an interest in hip hop. We did not think this was going to blow up in the way that it would."
Even the album cover was amazing.
Everyone was surprised by Helper's marketing effort. People went crazy on social media making this ad a viral success. Hamburger Helper has a divided target audience of mothers and millennials, specifically young men and women who make the product in their dorms.
The album is available on soundcloud, which I encourage you all to listen to right away. And General Mills brand has created music videos for its hit mixtape.
or listen on soundcloud:
to read the article published by Adweek click here
Okay, first of all, I really hate how good this song sounds. Like this could be playing in the background at a bar or something and I wouldn't think anything of it. It doesn't scream "hamburger helper ad," and I think that's what made it so successful.
ReplyDeleteIt's not just some little jingle or corny slogan, its very memorable, and people are buzzing about it. Now when people see or talk about Hamburger Helper, this song is gonna get stuck in their heads. It's a cool phenomenon.