How one cheeky Facebook post was seized upon by Guzman y Gomez’s savvy CMO
One Wednesday night in November last year, Lara Thom was up late browsing Facebook when she came across a post that caught her eye. It was from Cal Ryan, a 21-year-old from Albany Creek in Queensland, who was working in the travel industry in the UK. He’d written to Guzman y Gomez, where Thom worked as CMO, complaining about the lack of restaurants outside Australia. “It was a very cheeky email,” Lara says, talking to Jules Lund on Facebook’s Face 2 Face podcast. “It expressed his disgust that he couldn’t get a GYG burrito in London.”
The message, written at 8:30pm, went on to joke how he felt “deprived and marginalised” because he wasn’t able to enjoy his favourite chicken fajita bowl with brown rice and guacamole. “I put forward a proposition for a new campaign,” he wrote. “Bring Cal Home For A Burrito, where I’m flown from London to Brisbane for a burrito, then back to London where I shall continue to live my life.
Face 2 Face is a new podcast from Facebook, which examines how marketers click with consumers.
Social can shift the dial when promoted on traditional media, would seem more appropriate based on the evidence presented.
Indeed, this does seem to be predominantly a traditional media story. Just from a PR rather than above line advertising aspect.