The Mercedes Chicken Ad: When Viral Marketing Ruffles Luxury Feathers
When Mercedes-Benz released their "Chicken" advertisement featuring chickens dancing to Diana Ross while demonstrating their Magic Body Control suspension system in 2013, they created more than just a viral moment - they sparked a fascinating case study in automotive marketing, competitor response, and brand positioning.
The Creative Concept and Its Impact
Created by German agency Jung von Matt/Neckar, the advertisement took a unique approach to demonstrating Mercedes' sophisticated suspension technology. By showing chickens maintaining perfectly stable heads while their bodies moved to music, the ad created an entertaining parallel to how the Magic Body Control system works in Mercedes vehicles.
The numbers speak for themselves:
- Over 26 million views across social media platforms
- Winner of Auto Express's "Best Car Ad of the Year" with 51% of reader votes
- Generated significant organic social media buzz and discussion
The Criticism: Entertainment vs. Value Proposition
Despite its viral success, the advertisement faced several legitimate criticisms:
1. Product Information Gap: The ad prioritized entertainment over clearly explaining the technology's benefits to drivers. While viewers remembered the dancing chickens, the meaning behind this was lost on some, who struggled to connect this to the actual value of the suspension system. Personally, to me, it was clever and cheeky and more related to their value proposition than the Jaguar advertisement.
2. Brand Alignment Concerns: Critics argued that the whimsical nature of dancing chickens didn't align with Mercedes' prestigious brand image. The luxury automotive sector typically emphasizes sophistication and engineering excellence - elements that some felt were overshadowed by the advertisement's playful approach. Again, we might be splitting hairs here and bordering on being snobbish with this line of thinking.
3. Originality Concerns: The concept wasn't entirely new, as FujiFilm had previously used chicken head stability to demonstrate their camera stabilization technology. This raised questions about creative integrity in advertising. This to me is the biggest issue though some might argue that it’s similar to using say a fast-running animal to demonstrate speed, which is quite common. Chickens in this case, is rarely used in that context.
The Jaguar Response: A Lesson in Competitive Marketing
Ironically, Jaguar came up with its own ad to show a Jaguar eating the chicken. Their response ad, showing a jaguar eating the chicken and promoting "cat-like reflexes," achieved approximately 2 million views - significantly less than Mercedes' original. Jaguar's attempt to capitalize on Mercedes' viral moment provides interesting insights into competitive marketing dynamics.
This disparity in engagement highlights an important marketing principle: derivative content, even when clever, rarely achieves the same impact as the original. Ironically, Jaguar's response may have actually reinforced Mercedes' market position by drawing more attention to the original campaign.
Critical Lessons for Brands
1. Balance Entertainment with Brand Messaging
- Viral potential shouldn't overshadow core brand values
- Complex features need clear, compelling value communication
- Entertainment should enhance, not replace, product understanding
2. Brand Consistency Matters
- Even successful viral content needs to align with brand positioning
- Luxury brands can maintain their sophisticated image without losing their creativity and sense of humour
- Innovation in advertising shouldn't compromise brand identity
3. Competitive Responses
- Response campaigns need strong independent value propositions
- Timing and execution are crucial for competitive marketing
- Simply riding on a competitor's success rarely yields equal results
4. Ethics and PR
- Mercedes' transparency about animal welfare (the chickens were well-cared for and even laid eggs during filming) added positive PR
value
- Ethical considerations can enhance campaign success
- Behind-the-scenes positivity can create additional marketing opportunities
Conclusion
The Mercedes "Chicken" advertisement represents both the opportunities and challenges of viral marketing in the luxury sector. While it achieved remarkable reach and engagement, it also raises important questions about brand alignment and value proposition communication.
For marketers, this case study demonstrates that viral success alone doesn't guarantee effective brand communication. The key lies in finding the sweet spot between entertainment value and brand message - a balance that becomes increasingly crucial as brands compete for attention in the digital age.
The campaign's legacy serves as a reminder that even highly successful viral content should be evaluated against broader brand strategy goals. As the consumer industry continues to evolve, maintaining this balance between innovation in marketing and brand consistency will become ever more critical for success.
Curious about the Mercedes chicken ad versus the Fujifilm ad? Watch them here for yourself:
- Mercedes
- FujiFilm
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
https://digitalsynopsis.com/advertising/mercedes-benz-chicken-magic-body-control/
https://www.campaignlive.co.uk/article/mercedes-chicken-crowned-best-car-ad-year-auto-express/1303871
https://www.caranddriver.com/news/a15368820/mercedes-benz-chicken-magic-body-control-commercial-a-pluckin-rip-off-the-ad-section/
https://www.linkedin.com/pulse/mercedes-benzs-chicken-ad-dancing-feathers-stability-yash-dixit-9mk3f
https://blogs.ubc.ca/ian0623/2013/10/10/mercedes-benz-magic-body-control/
https://www.branding.news/2020/11/05/tbt-whats-the-resemblance-between-a-mercedes-car-and-a-chicken/
https://www.campaignlive.co.uk/article/mercedes-uses-disco-chickens-prove-driving-comfort/1213633
https://economictimes.indiatimes.com/mercedes-benz-new-campaign-demonstrates-chickens-steady-head/articleshow/23768861.cms
https://www.cars.com/articles/jaguar-spoofs-mercedes-chicken-ad-1420663037124/
The Art of the Queue: How Brands Turn Waiting Lines into Marketing Gold
In an era of instant digital gratification, there's something peculiarly fascinating about seeing hundreds of people voluntarily waiting in line for hours or even days. From the latest iPhone launches, exclusive streetwear drops to a seemingly humble bubble tea, these queues have become a powerful marketing phenomenon that continues to shape consumer behavior and brand perception.
The Strategic Queue: A Marketing Masterstroke or A Tacky Stunt?
Yes, companies do pay people to queue for their launches – a practice known as "line sitting" or "professional queuing." This tactic has evolved from a spontaneous occurrence into a sophisticated marketing strategy that creates buzz, generates media attention, and fuels FOMO (fear of missing out) among consumers.
Masters of the Queue: Brands That Set the Standard
Several brands have perfected the art of queue-based marketing:
1. Apple: The tech giant's iPhone launches are legendary, with companies paying line-sitters $100-250 per day. Apple subtly encourages these queues by providing amenities to these sitters and having staff engage with the crowds, creating a festival-like atmosphere.
2. Supreme: The streetwear brand has built its entire business model around artificial scarcity and long lines. The "Supreme drop" has become a cultural phenomenon, with professional line-sitters earning substantial amounts to wait for limited releases.
3. Gaming Console Launches: Both Sony and Microsoft orchestrate elaborate launch events for their PlayStation and Xbox releases, combining long queues with midnight launch parties and exclusive giveaways.
4. F&B Launches: Food and beverage is an essential item and in places where they are the first to be launched in the country, especially if it’s a renowned brand elsewhere, be it doughnuts, cream puffs, burgers or bubble tea, you can expect queues of people that help add to the hype of the official launch. Some are puzzling while some might be ‘genuine’ buzz created organically; you be the judge of that!
The Asian Queue Revolution
The practice of professional queuing has reached new heights in Asia, where it's not just a marketing tactic but a legitimate service industry:
Japan
- Professional line-sitters ("yoyaku-tetsuke") are in high demand for limited-edition food items and restaurant openings
- Sushiro famously paid people to form queues when launching new locations to create a "popular restaurant" image
- Pokemon merchandise releases regularly generate massive queues
China
- "Paipai" (professional queuers) are organized through sophisticated apps and WeChat groups
- Luxury brands frequently employ this tactic for product launches
- Real estate developers use paid queuers to create artificial buying frenzies
- Some malls and restaurants hire fake customers to appear consistently busy
Singapore
- The "kiasu" (fear of missing out) culture drives queue marketing
- Property launches and restaurant openings regularly employ professional queuers
- The Shake Shack opening saw paid queuers waiting for days
- Hello Kitty promotions at McDonald's led to the development of professional queue management systems
The Rise of Queue-as-a-Service
A fascinating spin-off of this phenomenon is the emergence of professional queuing services where consumers pay others to wait in line for them. In Bangkok, "queue-fixers" charge around 700 baht ($27) to secure spots at popular Michelin-starred restaurants. Singapore's iQueue startup offers services ranging from $20 for one hour to $250 for 18 hours of queuing.
Digital Evolution: The Virtual Queue
Modern brands have adapted queuing psychology to the digital realm:
- Harry's razor company generated 100,000 sign-ups in a week through a virtual waiting list
- Robinhood gained nearly a million users pre-launch through a gamified referral queue system
- Monzo created engagement through a transparent waiting list where users could see their position
Effectiveness and Considerations
When executed well, queue marketing can:
- Generate substantial earned media coverage
- Create social proof of product demand
- Build community among brand enthusiasts
- Drive social media engagement through user-generated content
- Establish product exclusivity and desirability
Key Considerations Before Implementation
It might sound like a quick win and low hanging fruit to take advantage of but is it suitable for all brands?
1. Authenticity: While paid queuers can jumpstart interest, the strategy works best when there's genuine consumer demand to sustain it.
2. Market Fit: Queue marketing is most effective for products with strong appeal against scarcity and/or affordability.
3. Cultural Context: What works in Singapore might not work in New York – understand your market's relationship with the queuing culture.
4. Resource Management: Ensure proper crowd management, safety measures, and amenities for waiting customers as this might backfire on you socially if the other organic customers are unhappy and start complaining.
5. Digital Integration: Consider how physical queues can be amplified through social media and digital engagement.
6. Brand Alignment: The strategy should align with your brand's positioning and values. Not all brands think “queues” equal desirability.
How This Trend will Evolve
As consumer behavior continues to evolve, the art of queue marketing adapts accordingly. While some brands are moving away from physical queues in favor of digital alternatives, others find continued value in creating these obvious spectacles of demand.
The key lies in understanding your audience and crafting experiences that transform the simple act of waiting into a memorable brand moment. Hai Di Lao does this pretty well and turn it into almost like their trademark queuing experience for customers by providing them with snacks, refreshments and even nail services.
Whether physical or digital, the psychology behind queue marketing remains powerful: people value what they have to wait for, and the sight of others waiting makes us wonder what we might be missing out on.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
https://kickofflabs.com/blog/5-small-businesses-made-it-big-with-prelaunch
https://www.prefinery.com/blog/referral-programs/prelaunch-campaign/examples/saas/
https://www.convinceandconvert.com/digital-marketing/how-to-create-buzz/
https://fastercapital.com/topics/creating-a-buzz-with-exclusive-launch-events.html
https://viral-loops.com/blog/buzz-marketing/
https://queue-it.com/blog/influencer-marketing-strategy-product-launch/
https://www.straitstimes.com/asia/se-asia/queue-fixers-help-tourists-stomach-long-lines-at-bangkok-s-michelin-rated-eateries
https://newsroom.airasia.com/news/2023/3/2/say-goodbye-to-restaurant-queues-with-airasia-super-apps-queuing-service
https://sg.news.yahoo.com/new-service-singapore-lets-pay-someone-queue-100357551.html
https://www.asiaone.com/business-wires/because-everything-also-need-queue-singapore-startup-will-do-it-you-20-hour
https://cnalifestyle.channelnewsasia.com/living/htb-service-help-buy-professional-queuer-concert-tickets-392956