Unhinged Marketing: Breaking Boundaries in Branding?

In the realm of marketing, Drumstick, the beloved ice cream brand, has been making waves with its daring approach. Case in point: In June of 2022, the company ran a sweepstakes offering a year's supply of ice cream to die-hard fans who inked themselves with the iconic Drumstick cone. 🍦

More recently, they've taken TikTok by storm with a strategy that's refreshingly unfiltered. Think Duolingo owl vibes meets Wendy's Twitter sass. Drumstick is venturing into the realm of "unhinged" social strategy, and I have some thoughts about it.

Their TikTok account is exploding, with videos racking up millions of views and engagement that's off the charts. No high-budget production here, just the raw, authentic charm of a beloved brand. Celebrity fanfiction, quirky filters, and on-point trend-jumping, things you'd never expect from a major food brand. If you've been following my TikTok strategy reviews, you know I'm a firm believer that marketing is about value exchange. So, what's Gen-Z gaining from these videos?

A sense of being understood.

Drumstick isn't pushing for conversions; they're fostering connection. Comments like "I love you, Drumstick!" and "On my way to get one now" fill the brand's comment section. And the payoff? A surge in brand loyalty from a youthful audience. However, it raises a vital question: What's the purchasing power of an audience largely underage? Are the "I love you, Drumstick" chanters translating into actual sales, or are they merely sharing their love for offbeat content?

On this note, let's ponder: Does every brand need to wield social media for sales?

Not necessarily. But every brand can leverage socials to forge connections, spark conversations, and leave an indelible mark.