Orville Redenbacher launches ‘content coupon’

The brand is reinventing an age-old shopper marketing tactic, creating interactive digital coupon-tainment.
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“Everyone is talking about being a gator hunter,” comedian Garret K. Jamieson says as he begins his stand-up comedy routine. He ends with the punch line: “If I was a gator hunter, my gator would be a tailgater – ’cause I like to party.”

The appropriately corny material is for 43-year-old gourmet popcorn brand Orville Redenbacher, performed by the Toronto-based comic inside a digital coupon, with barcode and all, which currently lives on the brand’s website. Jamieson runs through about 15 different jokes with a signpost above stating “The World’s Most Entertaining Coupon,” and on the right, a call-to-action for viewers to print the page to save $1 off their next popcorn purchase.

The promotion is a product of content marketing, according to Michael Murray, partner and CCO of Toronto-based Blammo Worldwide, which is influencing the “entire spectrum of advertising,” even the primordial and sometimes uninspiring coupon. Murray and his team helped develop the interactive voucher, which was the agency’s first program for the brand since it won the account this time last year. Blammo has since been working on other projects for Orville, which Murray says will roll out in the coming months.

“You can’t just put out a coupon with a dollar off, you have to actually deliver on the brand experience itself,” he adds. “Orville is an entertainment brand, so it’s logical that we create a coupon that’s entertaining.”

When people are searching for entertaining content, like upcoming movies, the Super Bowl or Oscars, Orville will be there with online banner ads driving them to the coupon, he says. There are also SEO, YouTube and social media activations, with digital ads placed by the brand’s MAOR Starcom MediaVest Group. Having only launched in early November, Murray was unable to provide the number of downloads or social media shares so far.

“We didn’t necessarily hone in on one target audience, we just want to be associated with entertainment,” he says. “So whenever they’re being entertained, that then triggers them to go to the store to purchase [Orville], or think about the brand for next time.”