By George Anderson
Have you been chili-cheesified today? If you haven't (and no one here is saying you should) then perhaps you should follow the email message that came our way recently. "Check this site out - this is hilarious! www.chilicheesification.com!"
Chili-Cheesification, as visitors to the site with the same name soon learn, is "the state of pleasure experienced upon adding zesty, meaty chili and fresh shredded cheddar cheese."
Those seeking such pleasures are directed to the 420-plus Krystal restaurants located throughout the Southeast, but not before seeing some of the non-traditional uses of chili with cheese in a running video with soundtrack.
Among the many things visitors learn they can do with chili and cheese, besides eating it, is play on a chili-cheese slide, soak in a chili-cheese Tub, test their flexibility and balance in a game of chili-cheese Twister, and beat each other in a playful manner with chili-cheese noodles.
"The Krystal brand is all about friends, fun and indulgently delicious food that you simply can't get anywhere else," said Mike Williams, vice president of marketing, The Krystal Company. "When we were shooting for our point-of-purchase materials, we gave them mounds and mounds of chili-cheese and then set them free. What you see is what happens when a group of friends indulge themselves in a little fun and a lot of chili-cheese."
The Web site with video and an offer for a free chili-cheesification t-shirt is an example of a retailer attempting to use viral marketing to get its word out.
"Our customers love the variety of our menu and the unique size of our food, but most of all, they love the big taste of everything we offer. Our Chili-Cheesification promotion celebrates this by taking the big taste of Krystal favorites like the Famous Krystal Hamburger even more over the top with zesty, mouthwatering chili and fresh shredded cheddar cheese."
Moderator's Comment: After visiting www.chilicheesification.com, what is your evaluation of the site and the company's attempt at viral marketing? What retailers or other consumer brands have done the best job of viral marketing in your opinion? Why?
After peeking over our shoulder while visiting the chili-cheesification site, our nine and 12-year-old wanted to know if there were any of those restaurants around us. Pretty good testimonial for creating the desire if not actual trial if you ask us. - George Anderson - Moderator