DRAMA dots . . .

Creating engaging, effective communications!

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A truckload of 1,602 cases of Pabst Blue Ribbon beer was stolen from an Anheuser-Busch distribution center in Montclair, California, in August. The company had no leads, so they sent out a plea for help through social media.

“To the thief: we don’t fault you for wanting to brag to your friends how much PBR you have, we just wish you obtained it the honorable way. Pabst is officially starting the clock now – you have exactly 18 days and 44 minutes to return our truckload of beer, no questions asked. Leading up to that time, we will be offering a reward to anyone who can help us solve this mystery. P.s. This is real, and we are deadly serious.”

The post has more than 46,000 likes and thousands of comments—not to mention the thousands of reposts. And, that was just on Instagram. News outlets picked up the story, and it went viral.

The missing beer is worth $70,000, yet the social media reach they’ve garnered is worth way more than that. The unintended marketing campaign has had far more impact than a traditional one.

One brand’s support stood out among the thousands of comments on Pabst’s social media posts—KitKat. They know this scenario all too well.

In March, almost half a million KitKat bars went missing. A truck carrying the shipment left a production facility in central Italy, but it never showed up at its final stop in Poland. It turned into a viral marketing effort, and Nestle leaned into it. The crazy, unexpected crime, combined with the internet’s wit, resulted in weeks of social media coverage.

In their book Made to Stick, Chip and Dan Heath share what makes a story interesting — or sticky. These stories are often unexpected and create an emotional connection. A funny, outrageous story is a perfect example of a sticky story.

Humor can be difficult to manufacture, but when you have something unexpected happen in your world, take note. There is enormous value in embracing the funny and absurd. And, don’t be shy about sharing it; the story might make a great outreach piece or a funny anecdote during a presentation.

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How about that.?

How about that.

OR

How about that?

If you are using a phrase that is traditionally a question, but in a specific instance it is being used as a statement, you don’t have to use a question mark. For example:

How about that.

Well, what do you know.

Why don’t you just get out of here.

Really.

I hadn't thought about this rule before, but I am happy to know I was okay using a period rather than a question mark.

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A MUCH-NEEDED LAUGH!

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INSPIRATION

Linda Bossi Murphy was a writer, and her last work was probably her most influential: her obituary. It was a lovely combination of humor and heartfelt advice.

“Well, if you are reading this obituary, it looks like I’m dead. WOW, it actually happened… I died of FOMO due to complications of Bulbar ALS.

…Please be kind to everyone: the telemarketer, the grocery clerk, the Dunkin’s staff, the tailgater, your family, your friends. Speak nicely and positively. Is there really ever a reason to be negative? I don’t think so…

PLEASE PLEASE PLEASE don’t waste money on flowers. Buy a bunch of scratch tickets and give them out to strangers along your way. Make people happy; that is the best way that you can honor my memory.”

Note that Linda didn’t tell us to work harder or spend more time at the office. She encouraged us to be kind to one another and spread happiness.

I’m so sorry that our world has lost Linda, but I hope her advice will live on in all of us who have read excerpts of her obituary.

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