Chapter 1: The Rise of Unconventional Marketing

In today's marketing landscape, the lengths companies will go to attract customers have reached new heights. It’s amusing to think, "If brands relied solely on my antics, a vast majority would go under." As a seasoned marketer, I still yearn for honesty in advertising, often questioning car dealers about the enticing interest rates I see advertised until I get what I want.

Recently, I penned an article about Burger King's collaboration with Walmart, where new subscribers to Walmart+ could snag a free Whopper every three months. Just as I finished that piece, another intriguing story about free food emerged in my feed.

Pizza Hut in the UAE has launched a creative promotion: customers can pay for their meals by posting a TikTok video featuring a My Hut Box™. For those unfamiliar, a My Hut Box™ is a customizable meal combo priced around $6.99 USD, typically featuring an entrée and one side. The meal comes in a rectangular box, allowing for various combinations like a small personal pan pizza with fries or a personal pizza paired with buffalo wings.

While this promotion isn't technically free, as customers need to buy one My Box to receive a gift code for another, it follows the classic "buy one, get one free" (BOGO) marketing strategy. Interestingly, customers can showcase their My Box in any TikTok trend of their choice—be it dancing, lip-syncing, or even silly antics like pouring ice over themselves.

Most importantly, you don’t need to be a social media influencer with a massive following. Anyone with a TikTok account can participate, provided they adhere to specific content guidelines and hashtags.

Marketers are labeling this as a stroke of genius from Pizza Hut UAE, showcasing how social media engagement can serve as a form of currency in modern marketing. The pressing question remains: will this trend extend to other markets worldwide?

Absolutely.

Such instances only reinforce my belief that I might be an outsider on this planet. Call me old-fashioned, but I can't help but wonder where this will lead us. There are countless skilled entrepreneurs struggling to stay afloat simply because they aren't leveraging social media.

I've seen chiropractors and dentists now dancing in their clinics to attract clients. Even seasoned real estate agents, once successful without gimmicks, are now expected to create TikTok videos of themselves jumping over sofas during open houses.

Ultimately, it all boils down to financial incentives—whether it's free meals, discounts, or the potential to attract new clientele. Marketers have capitalized on the notion that people will do almost anything to promote their brands, but the antics seem to escalate in absurdity with each year. It's almost as if children are emulating adults while adults indulge in childish behavior, and everyone finds it amusing.

What’s more disconcerting is that marketers understand the financial pressures many face, prompting individuals to jump through hoops for a chance to save a dollar. While I resist downloading TikTok, many are eager to post videos to save on their favorite greasy pizzas and fries.

In this quest to boost profits amidst a growing social media obsession, we’ve inadvertently created a troubling scenario: “Doing more unhealthy things for more unhealthy food.” Perhaps if I hadn’t just come across the Burger King promotion, I wouldn’t feel so triggered. Regardless, the trend is set, and the performers are ready to entertain.

For further insights and viewpoints, you can explore my profile or check out my publications, including "Life's Fair" and "The UNEarned Life."

The first video showcases an exciting challenge where participants must finish a delicious pizza burger in under ten minutes for a chance to win $100!

Chapter 2: Social Media as Currency in the Food Industry

The second video discusses the exciting National Cheeseburger Day deals of 2024, featuring comparisons between McDonald's, Burger King, and Wendy's, highlighting how these brands are leveraging social media for promotions.