Happy Crack redux

You may remember my post about Mr. Happy Crack and the Dirt Cheap Chicken. I received this email yesterday:


    In response to your story on local mascots, I must emphasize that our sudden surge in votes was due to an international (and loyal) base of Mr. Happy Crack fans that support his every move. If you choose to support the Dirt Cheap Chicken over our beloved icon, I understand. Actually I don't understand but hey, i'm a live-and-let-live kinda guy.

    But since we are total media-whores, I also wanted to thank you for mentioning our fair-haired mascot. Could we reciprocate by sending you some oh-so desirable apparel?

    Please provide your, um, size and fashion nirvana can be yours.

    Regards, Bob Kodner, Chairman of the Bored The Crack Team

There are two lessons here for PR flacks and their clients:

1. Once you've set the tone for a PR and marketing program, remember to have that tone carry through all your activities. A humourous ad campaign will quickly fizzle if it drives prospects to a soul-deadening IVR script.

2. Always monitor what is being said about your company and your brand - whether in print, over the air, or online. The Crack team is obviously monitoring how their mascot is portrayed. Within a day of my post, I had received this email - from the President of the company!

A lighthearted approach to wooing customers will make work more enjoyable, and may just encourage favourable buzz. Just take this quote from Animal House to heart:

    Boon: I gotta work on my game! Otter: Nah, nah, don't think of it as work. The whole point is just to enjoy yourself.