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WWTT? 4 Years of Reviewing Marketing Campaigns

It’s another revolution around the sun, and I have spent another year looking at marketing campaigns, talking about what I think works really well, and the things that are less than stellar. And while “What Were They Thinking?” formats have switched a bit to include more written content alongside video, it’s still been a pleasure to dig into the marketing creative being put before consumers on a daily basis.

During that time, I’ve looked at Burger King’s Moldy Whopper campaign, discussed creative marketing from a cemetery, and shared how Pedigree helped get some shelter dogs their forever homes during the pandemic.

And of course, who could forget about the marketing campaign that married a box of House Wine with Cheez-It? Absolute proof that if you tweet about something you love enough, you might be heard:

Or what about that time Popeyes kicked off the Chicken Wars … then ran out of chicken? (I still haven’t tried that sandwich yet.) While fans of the chicken restaurant tweeted excitedly about the new sandwich last summer, Popeyes’ own tweet about the new sandwich is what caused Chik-fil-A, Wendy’s, and other restaurants to jump online to tout that their sandwiches were better.

The past 12 months of marketing campaign coverage has brought my total up to 158 videos and 32 posts, and I’m excited to see what the next 12 months will bring for “What Were They Thinking?” What will be the new marketing campaigns that will cross my path? How will marketers come out of our current hot mess of a world (thanks to COVID-19) and find new and creative ways to connect with consumers?

In the words of my favorite TV president, Jed Bartlet: “What’s next?”

If you have a marketing campaign you think I should discuss — whether it’s your own or that of a peer’s — drop me a line at mward@napco.com. I’m especially interested in campaigns that feature innovative print marketing as part of the overall omnichannel marketing strategy!