Canlis’ Treasure Hunt
Over the past two plus week’s one of Seattle’s premier restaurants, Canlis, has been running a social media treasure hunt. They are celebrating their 50th anniversary, and in order to create some excitement around the event they are hiding one of their menu’s around Seattle six days a week. They then post a clue as to where the menu is via Twitter and Facebook and the first person to find the menu gets to dine ordering off the 1960 menu (including 1960 pricing, which when you’re dealing with meals in the $200-$600 range is a huge savings).
It’s been a huge success and people have been flocking to Facebook and Twitter to find out what the next clue is, when it will be announced, and who ended up solving the clue and finding the menu. I’ve seen similar promotions run at other companies, but never with as much excitement as Canlis has drawn up with this current #CanlisMenus campaign (search for that hashtag in twitter and you’ll see what I’m talking about). On top of the fans trying to figure out the clue, local newspapers have written about the campaign, radio hosts have been discussing it, there has even been a fan website created where people talk about their hunt for the Canlis menus.
What has made the promotion a success, and what I would recommend to someone else creating a similar campaigns is in the details:
- 1 clue a day (6 days a week)
- Tough to decipher clues (I have been thoroughly stumped by many of them. Even after using Google I’ve still been wrong.
- One of the owners of Canlis has been by the menu each time to congratulate the winner and update Twitter and Facebook that the menu has in fact been found
- Changing the styles of the clues (some are word plays, some are Seattle specific, some are historical, etc.)
- They have also brought to light much of Seattle’s rich history where people are learning more about their city through the clues.
- The high value of the menus. A dinner for two at 1960 prices. (I’d estimate the value at $200 as it does not include drinks)
- The fact that the dinner still costs something also adds to the nostaligia of the contest. It’s not a free dinner, but a $40 dinner for two at this kind of an establishment is an amazing value.
Some people have argued that this promotion won’t help put paying “butts in seats” and that this doesn’t address Canlis’ ideal customers and that it is therefore not a good promotion for such a high value establishment. Although I can see that point, I believe it is missing the overall point, and that it is being too short sighted.
Canlis has people talking about this. They’ve created a group of raving fans who are always following Canlis, they’ve received enough publicity to easily cover the costs of this promotion, and they’re also giving back to the local community while connecting people with the roots of the city and the old establishment that they are. It’s a win, win, win.
When marketing and superstision collide
It was announced today that the Seahawks are retiring their lime jerseys. If you don’t follow the Seahawks, live in Seattle, or critique jerseys (uniwatchblog.com) you might not have even realized that these jerseys were actually worn. These jerseys were worn in one game, a humiliating defeat, and have now been put on the shelf er, taken off the shelf… presumably until the NFL wants a new marketing gimmick (see this years AFL jerseys).
I’m not necessarily a fan of the jerseys myself, but I have been intrigued by the newly found revenue stream of teams and leagues, the third jersey. Teams have found that if they wear a throwback jersey, introduce a new color jersey, or even re-brand their entire uniform that people will buy the jerseys and that these jersey sales are big money. Look at a team like the University of Oregon (Yes, it took alot for me to capitalize that) and the 5 jerseys their football team has worn this year.
However, with the Seahawks wearing the jerseys only once and announcing that they won’t wear them again, this third jersey may have been a Marcus Tubbs sized flop (I’m talking about the fact that we drafted him one pick before Steven Jackson). Around Seattle there have been billboards, bus ads, newspaper ads, basically a jailhouse blitz of advertising dedicated to these new jerseys. Without the Hawks wearing the jerseys I’m sure the sales will be drastically falling off and I wonder how long it will be until the only place to find your “Green with envy” jerseys will be the half-off rack.
I don’t have any numbers, but it appears that this third jersey may have been the first major failure in the “buy our new jersey” revenue stream. I doubt that the amount of money spent on advertisement has even been recouped in the few weeks since the jerseys were worn until today when they are retiring cutting the jerseys. You also have to consider the amount that Reebok spent to produce and distribute these jerseys (I wonder if the Hawks have a contract with Reebok into how much they have to wear a third jersey as players cannot change their name or number during the season unless they’re traded).
I’d imagine there were many meetings taking place after practices that involved the football operations saying that they don’t like the look and that the jerseys were bad (They were 0-1 in them) and the marketing department was saying that the team should wear them at least one more game to help recoup the costs. At the least I’m surprised the fact that the jerseys were being retired came out before Christmas and I’m sure the marketing team is not that pleased with Jim Mora for eating into the “Green for the Holidays” jersey sales. The advertising push, mixed with selling these jerseys off the sales rack ($25), rather than as one off authentic customized jerseys ($259-$309) is not a winning combination for anyone involved and I’m sure it will cause teams to take a longer time deciding which third/throwback jersey to wear, produce and sell.
“Over the line!”
18 fire pits may be taken away and it will solve all our problems.
Since this article I read last night made it’s way to the Drudge Report today I figured I would put in my two cents.
The Seattle Parks Department is thinking about banning camp fires at Seattle’s two popular beaches. Considering I live a short walk away from Alki Beach this is particular frustrating for me. There are six fire pits at Alki and another twelve at Golden Gardens. They want to cut this number in half next year and eliminate the pits the following year. Any idea why they may want to ban the fires? Yes, of course… Global Warming. I’m not going to get into that debate, but regardless of where you stand, burning wood has been around for quite awhile. The fact that these fires are contributing much, if any, to global warming seems absolutely ridiculous to me. I wonder how many fire pits there are nationally? To focus on 18 pits for the entire greater Seattle area to enjoy just seems ridiculous to me.
There are plenty of other places to focus your efforts to help protect the environment than a place where up to 18 fires can be going. Of course, this year, I doubt there have been that many days where people have even been able to enjoy the pits. I hope that someone comes to their senses and realizes that the Seattle government should be focusing their time on many, many, MANY other issues.
Taking away the fire pits at the beach would just be WAY over the line.
Seattle bonfires may be banned (Also calling these “bonfire” pits is ridiculous, they can’t be over a few feet high)
Seriously Seattle?
Seriously Seattle?
Well as I am trying to get to bed I decided to take a look at what the week will bring us as far as weather goes.
As you can see, it’s not pretty. I’m getting a little tired of this Seattle weather. I think we’ve had about 7 days where it’s been actually hot (er, warm) and sunny this year. Yes, since January. It’s now June! C’mon Seattle get it together. Where’s global warming when you want it?
No that’s not an ad on the right, that’s Seattle’s 10-day forecast.
Corvallis > Seattle?
Other than Corvallis having a better restaurant (Local Boyz) and a better baseball and football team’s (Oregon State), there’s not to much I would say Corvallis beats Seattle in.
However, Fortune has just announced that Corvallis is the 48th best place to “Live and launch a company in 2008.“ I have known some great companies to be founded, created, and launched in Corvallis, but wow I just am still not used to seeing Corvallis mentioned in a financial magazine like Fortune.
To see that Seattle is not even on the list seems a little crazy to me. Especially with Bellevue being names the number 1 city on the list! Bellevue is a great city if you’re into living in the ‘burbs, but it just seems that Seattle is such a better city for finding and keeping the young tech savvy workers happy. Other notable cities in the Northwest, Portland (#6), Bellingham (#26), Eugene (#96, Yes, the Beavers win).
HT: John Cook’s Blog
Is Steve Ballmer Seattle’s new Paul Allen?
Today, I received an email from Steve Ballmer. Yes, it was actually from him and in its entirety it read, “Thanks.” I had a few thoughts about Ballmer when I received the email back. First, I wonder what phone he sent that from? It wouldn’t be a Blackberry or an iPhone, even though Apple is now licensing Microsoft technology for business email on the iPhone. Second off, I was surprised that he lives up to his word of saying he responds personally to all emails. Third, I started to think that he may be the new Paul Allen.
About Otis
I live in Seattle, Washington. I am passionate about working with and interacting with others. My work experience includes marketing, account management, and sales.
I am a huge sports fan who on top of cheering for my favorite teams (Go Beavs!) also appreciates coaching strategy, as well as the marketing behind teams, players, and events.
Personally, I enjoys exploring new cities and areas (particularly small towns) and getting outside and playing.