With a series on online videos and radio commercials, Chicken of the Sea is giving life to its iconic mermaid. In the videos, we see the mermaid sitting on a rock conversing with different characters and sharing the reasons why Chicken of the Sea is so great.
One video features a boy who, as children often do, continuously asks “whay” after every answer the mermaid gives until she distracts him with, well, yet another entity that isn’t as real as some would have us believe.
In addition to videos, other aspects of the Mermaid on a Rock campaign include social media activities via Twitter and Facebook, online gaming platforms and mobile applications. These efforts will also be supported by public relations, media relations activities and outreach to the Mermaid Club, Chicken of the Sea’s online affinity group of more than 150,000 members.
The online videos will air on CBS Interactive and ABC Digital’s family of websites, in addition to Hulu, Katz 360 and VideoEgg. The radio ads will air nationally during syndicated programs such as Rachael Ray, Ryan Seacrest, Dr. Phil and American Country Countdown with Kix Brooks. The commercials will begin Tuesday, March 1, 2011.
