Bacon’s Making PR Industry Look Bad

Whenever someone blames media databases like Bacon’s for lame pitches, I defend them and mention user error.

Wikipedia and Nick Burns tell us that user error implies “issues caused are the fault of the user. The device is neither flawed nor poorly designed—the user does not understand how to make it work properly.”

Then I got this email from Bacon’s. Their attempt to make a quick buck instead makes public relations look bad. And it makes me wonder why I bother defending them.

From online video sites like YouTube and iFilm, online sources like Yahoo and Squidoo to mainstream media like CBS and USA Today as well as trade media like Advertising Age—there are scads of ways to track and watch the Super Bowl ads before, during and after the game.

And since the ads sucked on ice, this year, that WAS the story. “Superbowl XLI marked the first time that every spot featured during the advertising event of the year was immediately available online on a wide variety of sites for viewing and scrutiny by users."

So riddle me this. Why in the hell would I pay $495 to get them all on a DVD?

If you're listing the ability to ship FedEx as a benefit, that’s a hint your product is not all that. Sorry Bacon’s. This is a lame revenue generator that shows how old school you are. It comes off as clueless spam.

tags | public relations | PR | Bacon’s | advertising | marketing | Super Bowl XLI | Super Bowl ads | Super Bowl

Comments

[Mike Keliher]

That is the most asinine thing I've ever heard (read). Even if the DVD were priced like other expensive DVDs - $30 or $40 or so - this is ridiculous. But why the hell would anyone pay $495 for this? Wait...you already shouted that question.

But still, even if they weren't all online freely, $500?!? With the exception of the Snickers commercial, can't you just watch a little TV to see these?

[Erik]

A $500 DVD of commercials? Who in their right or wrong mind would pay such a massive premium for something that is available for free? Anybody who wastes money on this DVD should be publicly humiliated.

The ads weren't even very good this year. I chuckled a couple of times but was, overall, unimpressed.

[Kevin Dugan]

Mike and Erik - Thanks for stopping by.

Yeah the whole thing is pretty bad. $500.00 (USD) for a DVD of commercials you could get for free.

And consider Bacon's target audience...PR professionals. How many PR people in non-profits would want this (not to mention be able to afford it)? Any corporation or agency person that wanted it would go through well-established, more cost-effective channels with their advertising team...assuming they weren't one in the same like they are in my firm.

Someone else mentioned to me that the FedEx for ASAP viewing reference was probably added because Bacon's knew they would all be available online.

It's just a really bad move.

[Pete]

Hmm...to top it off, it seems that they've opened themselves up to being sued by the NFL as well by using the term "Super Bowl" to market their product. As any PR person involved in sports knows, leagues go to great lengths to protect event trademarks and copyrights. Judging from the non-descript football player, I'd guess that Bacon's didn't pay for the use here.

[Mike S]

Wow, great catch there (no pun intended). I didn't even see this lame promotion. But perhaps Bacon's is smarter than we think and actually going for a series of DVDs...

$795 for a DVD containing highlights of every dress and tux at the Oscars
$895 for a DVD featuring outtakes from the bad song renditions that didn't make the reel for American Idol
And best of all, only $995 for a DVD of the commercials that were on all the OTHER channels while the Super Bowl was being played.

Quite a collection they could put together!

[Kevin Dugan]

Pete - Thanks for stopping by. You raise an important point which just adds to the level of concern this type of email raises with me.

Mike - Don't give them any ideas. I'd hate to see a Bacon's "PR People Gone Wild" series. It seems like Lizzie Grubman's settled down lately anyway.