Something a little different this week (but related to last week’s) is another famous icon for Wendy’s:  Dave Thomas — who incidentally worked for Col. Sanders (yes, that KFC Col. Sanders).

Here’s a really great interview back from when Dave was still alive, thanks to YouTube and Engardio:

The interview is full of ironic highlights — such as that Dave encouraged Col. Sanders to do interviews and commercials, thinking he’d never be in front of a camera.  Or the fact that Sanders got up so early yet was so wealthy, and Dave thinking he’d never do the same if he was ever wealthy…  and wound up doing so anyway.

Sanders taught Dave a lot about hard work and the importance of quality — and a little about what not to do as well.  Sanders was old, so he was stuck in his ways and couldn’t delegate whereas Dave was more adaptable.

Long story short — Dave was shaped by an icon and became one himself.

The tie to today’s marketing?  Dave actually used a variation of social media before its time.  Sure, you couldn’t talk back to him and he had a budget far beyond what a YouTuber could dream of, but that was Dave on camera.  He was not an actor, and while it was a marketing decision to use humour (thanks to agency Backer Spielvolgel Bates) basically Dave just had to be himself.  Unlike other advertising — and much like the Col’s — it was by far more real because it was lovable, dorky Dave trying his best with what the agency came up with.  (Or the agency was trying their best with what Dave could do; either way it was great!)

Just a note — if someone reading this decides that they are going to try to do what Dave did, please keep in mind that it has to be true to YOU, and that Dave’s initial attempts of starring in his own commercials were panned until he got some help.

And in closing, a funny Wendy’s commercial.  Less actual Dave in it, but it’s done in a way that matches his personality so it works.  (via IceManNYR)

According to jpickar (Jason Pickar) of YouTube , this commercial (that his agency at the time created) for Wendy’s was banned, and that they (said agency) were told that they didn’t want anyone to see it.  Since they don’t work for Wendy’s anymore, here it is:

Now I want to try that sandwich.

If Wendy’s never used the commercial as stated in the video description, the fact that it’s on YouTube modifies the original line of “Anything you publish will live online forever” from previous posts.

It changes it to “Anything you ever THOUGHT about publishing will live online forever as long as someone’s got a copy”

For those of you who ever wanted to know how to use social media to help your business, here’s the approach I’d recommend to Wendy’s:

• Release the banned commercial, and emphasize the fact it was banned, unapproved, or deemed inappropriate.
• Provide contact information to Wendy’s across YouTube and other social media networks as the video makes its way through them.
• Handle feedback in a natural, human, non-survey way.

Example #1:  Positive Feedback

• Viewer:  That commercial rocks lol!  Wendys was stupid to ban it
• Response:  We were honestly afraid of offending people and have them boycott Wendy’s.  If we get enough people liking the commercial we might release it.
• Viewer:  lol dude I eat at Wendy’s.  I wanna explode

Potential:  Create a Facebook group, “I want to spontaneously combust!”, letting people sign it in support of the new sandwich and its ad.  See if people sign it.  If they do, you’ve got a new ad slogan and style that should work.

Example #2:  Negative Feedback

• Viewer:  That was terrible!  How could you make something like that?!
• Response:  That’s the reason why the commercial never aired.  It was one of those ’seemed like a  good idea at the time’ ads.
• Viewer:  Why put it on YouTube?
• Response:  Because your opinion matters.  This way we know what not to do.

After all, the money was already sunk into making the basic commercial.  Instead of trying to buy network time, just release it online via YouTube — which gets a lot more viewer time than any network put together.

The Takeaway

Releasing a risky commercial through traditional media is more dangerous because it’s much harder to “take back” and you sink the additional costs of buying air time into it.

Release a risky commercial online and you can apologize right then and there, plus you didn’t have to pay for its air time.

Even if the commercial fails, I recommend leaving it online and associated with your public account.  Why?  At least if you maintain ownership you can still respond to negative criticism and it doesn’t look like you’re trying to just sweep your mistakes under a rug.

After all, if you let other people be the primary source for displaying your mistake, you get all the same negative consequences, but none of the benefits of interaction or feedback.