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If you watch this video, you’re going to see a number of media training techniques that flow in to the interview effortlessly. From the importance of knowing your key messages and being comfortable on screen, to focusing on what you want to talk about, over interviewer lead questioning.
The RBI / Popeyes comms team most likely ran a number of scenarios before the CEO went on air, going through questions he may be asked.
Aside from anything, this is a perfect example of communication (both public relations and marketing) being aligned. He is telling a fact based story and promoting a product at the same time.
The story covers ground including information on a new product, popularity, a competitor miscalculating how they could benefit from the trending topic. It all told a story – we’re excited to have something new coming soon. You can see by the demand, that it’s wildly popular.
All trials are limited run by their nature of being a trial, but Restaurant Brands International turned this around and hyped the “FOMO” – fear of missing out.
You need a good product that is in-demand, but then using user generated content, they told the bigger story that it’s the customers who want this.
Will they sell millions of sandwiches? Absolutely, but they’ve given themselves a head start by leveraging the content and buzz created by the fans because of the initial limited run.
RBI / Popeyes shared another key lesson. Know your audience, and know how to connect with them in a meaningful way.
– Dan Gold, Director of Digital Strategy
