From Adidas to Mountain Dew, food brands are trying to cash in on the media frenzy around Game of Thrones. One of the most successful was Oreo, which promoted its GoT-themed stacks with a cookie-filled remake of the title sequence, racking up over 2.5 million views on Facebook in less than two weeks. But that’s only part of the story. Here’s how digitally savvy grocers milked the campaign to tempt hungry consumers.
A quick search from dedicated Throners on Google for “Game of Thrones Oreo” yields shopping ad results from Walmart and Target, unsurprising as these brands both earn high marks for digital competence in Gartner L2’s Digital IQ Index: Grocery US, placing in the Genius and Gifted categories respectively. These listings show the product with an “in-store” badge to indicate availability at the retailer, and link directly to the product page. As Google continues to iterate on search features, live inventory through shopping ads, particularly for seasonal and exclusive products, can provide digital-savvy grocers and partnering brands prime real-estate visibility and downstream conversion.
This feature might seem like a no-brainer, but grocers have been slow to bite. Adoption of the “save ‘my store’ location” on grocery sites is now 71%, up from 63% last year, yet just 19% of those sites indicate specific inventory availability on product pages…a clear missed opportunity. With this feature, for example, Target is able to immediately show browsers whether the Game of Thrones Oreos are available at their local store. The icing on the cookie? Even if the Oreos aren’t available, the page will send consumers to nearby stores that have the product in stock with the option for in-store pickup, ensuring that they get their fix.