By Monica Feid
Recently, BizCom Associates helped Red Mango introduce its new Honey Badger frozen yogurt to the media. And it was no ordinary menu launch.
Welcome to the era of breaking news meets social media power.
Red Mango® Introduces New “Honey Badger” Frozen Yogurt Flavor Using Only Social Media
DALLAS, June 6, 2012 /PRNewswire/ — Red Mango, rated America’s #1 Zagat-rated frozen yogurt and smoothies chain in the 2011 National Chain Restaurants Survey, has introduced its newest frozen yogurt flavor called “Honey Badger.” And the only way the company is promoting it to consumers outside of its stores is through social media.
The first-ever social-only flavor launch from Red Mango follows the similarly named feisty animal that won millions of viewers in a YouTube sensation. And much like the iconic Honey Badger that stops at nothing in the wild, the frozen yogurt flavor is already showing its championship status on the store menu in the hearts, minds and online posts of fans of Red Mango.
Source: PR Newswire
The announcement brought a windfall of national publicity: ABC News, Time.com, Huffington Post, New York Daily News, Nation’s Restaurant News, QSR, Fast Casual, FOODBEAST, and more.
Red Mango celebrated the spotlight with real-time results that included surpassing 500,000 fans on Facebook; hosting new store openings where some 40% of customers were ordering Honey Badger yogurt; and interacting with consumers on Facebook, Twitter, Pinterest and Instagram relaying endorsements unlike any other product introduction.
Consider this campaign proof that the method of talking to consumers is as important as the message, itself. And the media is listening.