the sally sisson blog


July 27, 2014

Content Marketing With a Side of Bacon

Denny's Content Marketing Campaign

How Denny’s Became a Weirdly Successful Content Marketer

This Fast Company article about Denny’s off-beat content marketing campaign got me thinking. About the power of brand personality, the importance of taking creative risks, and about two eggs over easy, hash browns, rye toast and a side of bacon. Make that Applewood smoked bacon. (Caution: Reading and writing before breakfast may lead to obsessive tendencies.) But seriously, this is a smart, targeted marketing strategy that’s capturing a whole new audience by speaking their language, while still keeping it real with its loyal, long-time customers.

baconDenny’s is serving up fun and engaging material across multiple channels and formats. There are retro Atari video games featuring odd combos of Denny’s items (like hash browns) with Atari game elements (like asteroids) resulting in titles like “Hashteroids” (get it?). Although I’m far from the target audience, I did get a kick out of the web series Always Open with Jason Bateman, Sarah Silverman and Will Arnett dishing with celebrities in a Denny’s booth.

All this talk about food and content also reminded me of one of my favorite content marketing examples of all time : The Waffle Shop (not to be confused with Waffle House, which reminds me of Jim Gaffigan).

Content marketing broadcasting

Waffles With a Side of Content (& Storytelling)

A rooftop storytelling billboard, a TV production studio, live music. What’s not to love?

This is one of my favorite examples ever. So I was happy to see it as the #1 pick in the Content Marketing Institute’s compilation of 100 Content Marketing Examples last year. The story of The Waffle Shop, an independent Pittsburgh restaurant with a wildly creative approach to content marketing, was originally featured in: What if You Sold Waffles with a Side of Content?  by Andrew Davis.

I’m off to make some breakfast so will leave you with this excerpt:

“The Waffle Shop was a neighborhood restaurant that produced and broadcast a live-streaming talk show with its customers and operated a changeable storytelling billboard on its roof. [It} was a public lab that brought together people from all walks of life to engage in dialogue, experimentation and the co-production of culture. [It] functioned as an eatery, a TV production studio, a social catalyst, and a business.

“What’s interesting about [this] experiment is that they leverage a content-centric approach as the centerpiece of their business — it’s not a marketing project or a blog; in fact, the content is one of their products.”

 

 

 

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August 22, 2013

Smart Content Marketing: Engaging kids with games + activities, not plastic toys

content writing games for kidsThe summer blockbuster movie season is coming to an end, and it’s time to switch out content marketing themes and characters for SubwayKids.com. I had a fun time copywriting and developing online content, games and activities for this project, and have even spotted kids using their eco-friendly reusable meal bags—the best part of this entire SUBWAY FRESH FIT FOR KIDS™ meal marketing campaign, in my opinion. Sure beats those plastic Happy Meals toys.

copywriting and content for kids

Copywriting Samples

Here’s a link to samples of downloadable activities I developed:
Monsters University: Content + copywriting for SUBWAY Kids™ + Disney/Pixar

copywriting for children


Blog posts: Web content + copywriting for kids, parents + teachers

For more on copywriting and content development programs I’ve worked on for SubwayKids.com (via the digital brand agency Jack Morton Worldwide), see these blog posts:

Cartoons and Content Marketing: All work and all play
SUBWAY® Restaurants + The Disney Channel’s Phineas and Ferb

Content Marketing + Cause Marketing: Public relations with a purpose
Random Acts of Fitness for Kids™:  SUBWAY® Restaurants + American Heart Association, Little League® Baseball and Softball, We Can!™ (a National Institutes of Health [NIH] program) and other national partners

Earth Day Interactives:
Copywriting with a conscience for corporate clients
SUBWAY® Restaurants + The Nature Conservancy

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July 14, 2013

Cartoons and Content Marketing: All work and all play

content for kids

This was one of my favorite projects in recent memory. Fun because it required sitting around in my pajamas watching several episodes of Phineas and Ferb, one of my longtime favorite cartoons (right up there with Adventure Time and SpongeBob), and fun because it involved brainstorming silly ideas for games and activities and writing catchy copy involving the evil Dr. Doof and his nemesis, Perry the Platypus (a.k.a. Agent P).

Over the past two years I’ve worked on several copywriting and content development projects for SUBWAY® Restaurants and SUBWAY KIDS™. I do this on a freelance basis for the advertising agency Jack Morton Worldwide, through their Boston office. This year’s SUBWAY FRESH FIT FOR KIDS™ meal campaigns with Disney have been especially fun, and I love that they’re giving away free eco-friendly reusable lunch bags with each meal. Each bag comes with a free game or gizmo inside, plus a special code to unlock other downloadable activities from the SubwayKids.com website.

The Phineas and Ferb kids meals came with a make-your-own wallet kit inside the reusable bag, plus a code to unlock these printable games and activities I developed:

Agent P’s Cipher Code Wheel

online games for kids

 

Dr. Doof’s Cootie Catcher

content writing for children

 

and more…

games and activities for kids

I also wrote copy for the Frankenweenie micro-site for SUBWAY KIDS™ and developed content and online games and activities for the new Monsters University FRESH FIT FOR KIDS™ meal, in SUBWAY® Restaurants this month.

Other copywriting and content projects for SUBWAY KIDS™:

Content Writing Samples: Monsters University for SubwayKids.com

Content Marketing and Cause Marketing: Public relations with a purpose
Writing all online content and collateral material for the Random Acts of Fitness for Kids™ national program for  K–6 schools, 2011–12 and 2012–13 campaigns.

Earth Day Interactives: Copywriting with a conscience for corporate clients
Writing copy and features for online interactive “Ec0-Quest” game as part of marketing promotion with The Nature Conservancy.

 

 

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