Tagged 'gas prices'

KFC harkens back to cheaper times with fuel $5 Fill-Up promotion

Although gas prices have held at roughly the same level for the past three years in the U.S., pain at the pump is still a consumer concern. (Myriad brands have sought ways to ease consumer anxiety over gas prices: Grocery chains including Costco and Kroger, for instance, offer gas savings tied to purchases; we’ve written about Morrisons’ Fuel Saver program in the U.K.) KFC recently offered a nostalgic panacea with a throwback to better days—a time “when you could get a hot, delicious meal and fill up your car for just $5,” as a press release put it—by providing lunch and a tank full of gas for only five bucks to promote its new $5 Fill-Up meals.

The promotion was for one day only at a service station in Louisville, Ky., and included a Colonel Sanders character pumping gas. A companion Twitter “fill-up” campaign let fans trade professions of brand love for free fuel and meals.

Nostalgia has played a major role in recession and post-recession marketing with brands leveraging visions of a simpler past to create emotional connections. By addressing price concerns with the emotional balm of nostalgia, KFC leveraged its history to create camaraderie and build affinity in a still-uncertain economy.

With Fuelcaster, Esurance gives drivers tool to predict gas prices

The recession may be long over, but consumers remain anxious about their expenses and savvy about finding the lowest prices. Catering to this mindset, the insurance provider Esurance is now offering an online tool, Fuelcaster, that predicts whether local gas prices will go up or down in the next 24 hours—users input a ZIP code and see a “buy” or “wait” recommendation (much as Kayak does with plane fares), along with the current prices at nearby gas stations. The company says Fuelcaster relies on “a proprietary algorithm that incorporates pricing signals from industry sources” and claims it’s the first such tool in the U.S. to predict gas prices.

In providing drivers with a free service that’s unrelated to the company’s core business of insurance but fits with its positioning as a value choice for digitally savvy consumers, Esurance illustrates how to put the consumer at the core of marketing initiatives. More brands are starting to focus on winning loyalty and engagement by using technology to address real consumer needs rather than taking a just-because-we-can approach to tech, which may briefly intrigue consumers but rarely creates real affinity.