In April, everyone [at Cornett Integrated Marketing Solutions] sent LinkedIn requests to A&W Restaurants President Kevin Bazner and Director of Marketing Sarah Blasi at the exact same time. The messages were all headed “Welcome to Lexington” because A&W had just moved its headquarters from Louisville after being spun off from Yum Brands.
The stunt was a shot in the dark. No one at the agency actually knew anyone at A&W. No one knew if the company was looking for a new ad agency. (It turns out they weren’t, really.) The LinkedIn Bomb got Cornett’s foot in the door, though. After several months of meetings and evaluations, the two companies are planning to announce on Tuesday that Cornett is A&W’s agency of record now.
Do I love this move, or do I hate it? A little of both actually:
Why I hate it
- It seems way too aggressive
- I’m a big believer in only connecting on LinkedIn with those you know
- The fact that everyone at the agency just happened to have “individual stories about their personal relationships with A&W Restaurants” (as stated in the Mashable story) seems a little contrived
Why I love it
- No one has done it before, at least to my knowledge
- Well, it worked
What’s your opinion? Is this a great move by the folks at Cornett, or do you think it’s taking things to far–despite the fact that it worked?