Multichannel ad campaign uses reverse psychology
Posted on Jul 31, 2012 by YuMe
Pizza chain Little Caesar's newest advertising campaign, recently featured by AdWeek, uses classic reverse psychology to pique the interest of consumers. The current campaign includes radio, mobile and video advertising.
The restaurant chain created an 800 number and a website, forbiddenpizzawebsite.com, to go along with their campaign. Although the marketing message is to not call the number or visit the site, this of course prompts curious consumers to call and visit the website.
"Each slice of marketing cleverly contributes to the integrated pie," writer David Gianatasio wrote in his AdWeek article featuring the advertising campaign.
The multichannel campaign points to one way companies can leverage the various ways in which consumers access media. Considering that more people are using their smartphones at the same time they are watching TV, with computers and tablets handy as well, it may be shrewd to encourage viewers to both dial a number and visit a website.
While Little Caesar's reverse psychology campaign may seem silly to some, other organizations are employing the same tactic. A recent article in Beliefnet highlighted the fact that a private school in Hollywood, California, uses this same reverse psychology tactic to garner donations during a fundraising campaign. Featuring a number of celebrities, each ad is highlighted by the phrase, "don't give."