Chili's Fires Back at Steve Carell's Treachery

Carrell's "decision" was obviously intended as parody (and a good one) of one of the biggest displays of vanity "journalism" in recent memory. And Chili's obviously got the joke, based on its feigned outrage posted on Facebook. Let's face it: Most publicity of this kind will sell more baby back ribs, and hats off to Chili's for leveraging social networking to drive its PR effort.

Richard Seesel, Principal, Retailing In Focus LLC

It's funny and makes people feel good. I think it will benefit both Chili's and Outback.

David Livingston, Principal, DJL Research

Chili's response is exactly how brands should use social media to get attention. Play along, entertain, and do the unexpected. They have a great chance to get more exposure, and remind people to visit.

David Dorf, Sr. Director of Technology Strategy, Oracle Retail

It's nice when everyone can riff off the absurdity of the LeBron situation. The Chili's letter struck exactly the right note. It's very in keeping with their light, fun atmosphere. Ride the PR! Well done!

Jonathan Marek, Senior Vice President, Applied Predictive Technologies

This is Chili's having a little fun with some of its loyal followers--Facebook fans. They'll get the humor and Chili's will seem a little hipper for it. No direct ROI but that's not the point.

Al McClain, CEO, Founder, RetailWire.com

I think it is wonderful that a corporation can demonstrate that it has a sense of humor. I don't know that any of this will sell more of anything, but certainly if you want to associate yourself with a brand that has a sense of humor, Chili's has shown that this particular brand element goes a little bit more than skin deep.

I still think there are only two brand elements that are going to be critical in this decade: relevancy and authenticity. Chili's has hit both on the mark.

Nikki Baird, Managing Partner, RSR Research

It proves they "get it" and taps into a popular news (?) story with appropriate humor and understanding of social media.

David Zahn, Owner, ZAHN Consulting, LLC

As all the creatives wring their hands and all the marketers pace the floor on how to best use social media and how to best get a customer's attention, Chili's hit the nail on the head.

The worst thing that a brand can do on Facebook type sites is take itself seriously. Social media is largely not serious and the typical direct product pounding does not fit the medium.

Gene Detroyer, Entrepreneur, Advisor, Consultant, Professor, Independent

Chili's fired back humorously when attacked by Outback. Another example of much ado about nothing when there's not enough light, just too much Heat.

Gene Hoffman, President/CEO, Corporate Strategies International

Not only did Chili's get the joke, they also got an incredible amount of free PR.

What I find most interesting about things like this and even the recent Old Spice Man campaign, is that brands are becoming remarkably comfortable constructing their marketing campaigns spontaneously and on-the-fly. It's like walking a tightrope without a net and takes an incredible amount of courage and openness. A complete departure from the agency-driven, mass media campaigns we became accustomed to over the last 100 years or so.

I applaud Chili's or any other brand that has the guts to market in real time!

Doug Stephens, President, Retail Prophet

Steve Carell has taken a huge shot at the vanity and egocentric needs of both LeBron James and ESPN with this parody. Chili's and Outback will be good-natured recipients of the success the new world of social media marketing can bring when used properly.

This is one of the most humorous bits I have seen.

Ed Rosenbaum, CEO, The Customer Service Rainmaker, Rainmaker Solutions