Memphis based FedEx has recently launched a viral online campaign featuring comedian Fred Willard. According to this Commercial Appeal story, “Fred Willard, star of offbeat comedies including “Best in Show” and “A Mighty Wind,” is FedEx’s celebrity pitchman in the age of YouTube and social media. Willard stars in a series of five videos that comprise FedEx’s first Web-based video advertising campaign, launched Monday.”
“FedEx executives said they’re targeting an office crowd that browses and shares videos and uses social networking sites like Facebook and Twitter. “We’re certainly trying to be where our customers and potential customers are,” said FedEx director of advertising Steve Pacheco. “The at-work office audience is extremely important to us. If we’re top of mind present in that world, that’s where we want to be.”
“Pacheco said the lengthier pitch allowed by free Internet air-time presents distinct advantages over 30-second television spots. “It’s the regular office humor we’ve been famous for on TV,” he said. “We’ve been able to migrate that to the Web. “For us, this is a bold new platform to try to get some connectivity with our customers.” To create awareness, FedEx is blogging, Tweeting and Facebooking and placing online ads in publications ranging from CNNMoney.com to Morningstar to Kiplinger.com.”
“BBDO Worldwide, creator of FedEx’s memorable TV ads over the past 20 years, led the project.” You can see all of the FedEx Infomercials here.
Also beginning this week, “In its third year of a six-year sponsorship, Federal Express is backing the PGA Tour’s FedEx Cup golf championship with an ad campaign and a sweepstakes promotion to highlight FedEx international offerings. The sweepstakes campaign, launching July 20 and running through Sept. 13, offers a grand prize of a six-day trip for the winner and three guests to one of five international golf destinations. The winner gets to choose among Scotland, Australia, South Africa, Canada or Spain, and the winner and each guest will also receive a new set of TaylorMade clubs.” According to this MediaPost story.
Steve Pacheco, advertising director, says the ads are classic FedEx humor, “similar to our core brand-building ad work. And we have succeeded very well in showing people a mirror of office life.” The effort promotes FedEx as an international service, but not explicitly. The global reach of the company is implied by the diverse locales offered as options in the grand prize, and within the registration page for the promotion at FedExCup.com.