Textin’ Turkey

Cooking the bird on Thanksgiving can be a nerve-wracking experience. Your family and friends are counting on you. There’s little room for error.
That’s why Butterball instituted a help line, 1-800-BUTTERBALL (1-800-288-8372) back in 1981.
Since then, the help line—one of the first ever created—has become an unparalleled marketing tool for the company, even playing a starring role in a Thanksgiving episode of NBC’s “The West Wing.” President Josiah Bartlet called the hotline for advice.
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This year, Butterball’s “Turkey Talk-Line,” is going Web 2.0 by way of blogging and “turkey texts,” according to Ad Age.
“We know that consumers are looking for information on the go and on demand,” said Bill Klump, senior VP-marketing, Butterball.
Consumers can sign up for text messages that give thawing reminders and temperature guidelines, read blogs written by “seasoned home economists,” participate in live chats or watch how-to videos at Butterball.com.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.