Friday, February 10th, 2012
In 2007, Product Placement and Branded Entertainment is all about a new marketing concept called ‘Spreading’ and Chunky Pam is a perfect example of what an agency can do correctly for their client – but in the case of Chunky Pam, there doesn’t appear to be a client … at least not yet.
“Spreading” is about taking advantage of all of the touch points available to the consumer today and not being too thick in one area … AKA ‘don’t put all your eggs in one basket’. Very similar to what we experienced with Medicis and their ‘Hottest Mom In America’ auditions in October and November.
Back in the days of “Here’s Johnny”, there were only 3 networks and every evening the majority of Americans were watching Carson. It was simple to get your message across and marketing executives never had to worry with video games, the Internet and YouTube to grab a decent sized audience.
Marketing campaigns over the last 12 months have been very quick to jump into whatever is ‘hot’ at the moment – from Dove’s consumer generated video ad for the Academy Awards to vehicle’s showing up on a remote island on Survivor – exactly what consumers do not want.
Chunky Pam is certain to become a major hit, because the folks behind “the Infamous P.A.M.” have followed some of the most important rules of marketing in today’s world:
1. Don’t Issue A Press Release
Every agency loves to brag – but when you issue a press release alerting consumers to a marketing plan, it’s a sign that there is something wrong with the plan.
2. Hide Your Affiliation
A quick lookup on ChunkyPam.com could have revealed the owners to be an agency — but they were smart enough to hide their affiliation and even declined to put a link on the website.
3. Low-Key Website – Must appear to be an Amatuer Effort
Consumers know what is real and what is not – ChunkyPam.com ‘appears’ to be real.
So who is the client?
There are several options:
1. Hostess (as Pam) seems to enjoy their treats
2. Former Fever frontman Geremy Jasper (he wrote the tune)
3. Gotham Girls Roller Derby (Chunky Pam is actually Ashlie Atkinson aka Margaret Thrasher.
But more likely it’s the folks at the now corporation, the same crew responsible for the Burger King Big Snake commerical.
CHUNKY PAM LYRICS
Uh, the Infamous P.A.M.
Slanging candy canes out the suburbs
Lock up your sons and cubbards
The chubby wonders pluggin up your chimney
You scrooge, you lose
Check it
MERRY X-X-X-L MAS
THE HOTTEST HOSTEST WITH THE MOSTEST HOSTEST CUP CAKES YES
THEY CALL ME CHUNKY PAM CHUNKY PAM I AM
THEY CALL ME CHUNKY PAM CHUNKY PAM I AM
I’M GIGANTA BIGGER THAN SANTA
SING THE ANTHEM
FROM ALASKA TO ATLANTA
HOW THEY LOVE THE LOVE HANDLES OF
CHUNKY PAM CHUNKY PAM I AM
THEY CALL ME CHUNKY PAM CHUNKY PAM I AM
I been dreaming of a white Christmas, A Tight Christmas
Pamalicious chicken bling glistnin
The Ice Princess
I got Dreams of Delicious dishes
With all the finest fixings
Saint Nicholas’ mistress
Spitting my wish list
gimme
Chicken breasts, baby back ribs, roast beef and brisket
Buffalo wings, ring dings, twizzlers and biscuits
Jumbo Shrimp and turkey
parents crib in jersey
beneath the missile toe I prefer my kisses Hershey
Serve me that Kit kat
Before I gift-wrap
a bitchslap
I don’t count carbs, I’m counting green backs
His face lit up like Rudolph
When I took my sweat suit off
I sat on santa’s lap, they call me nut cracker sweet booty
The Figgy pudding grinch is stacked and she ain’t takin sh###
You twiggy bitches piggy back shake off like bacon bits
Pimpin since Tiny Tim
wore Tiny Timberlands
My dinner spins on platinum plates their made of shiny rims
Feast your eyes I’m bringing sexy back with Christmas cheer
You anorexics all can eat me at this time of year
Pop more cris than cringle
Pop more chips than Pringles
Tiss the season when I trim the tree with hit singles
PAM DECKS THE HALLS LIKE A MAD JOHN OATS
THE MANEATER DRINKIN EGGNOG IN MY WHITE MINK COAT
CALL ME CHUNKY PAM CHUNKY PAM I AM
THEY CALL ME CHUNKY PAM CHUNKY PAM I AM
ROCK THE BELLS OFF YR TOBOGGEN KNOCK THE STUFFING OUT YR STOCKING
WHILE YOU’RE DROOLING BY THE YUELOG
EVERYBODY NOD YOUR NOGGINS TO
CHUNKY PAM CHUNKY PAM I AM
THEY CALL ME CHUNKY PAM CHUNKY PAM I AM
