Byte and Fabio Turn Up the Heat in the Kitchen of Love
When you think of butter, what comes to mind? An unnatural yellowish stick wrapped in wax paper, an Amish woman in a white bonnet churning away, or Fabio? In the case of I Can’t Believe It’s Not Butter (ICBINB), consumers will undoubtedly visualize the latter. After all, what could be sexier than the un-butter… how about Fabio suavely romancing you with promises of the better spread?
Taking its hunky brand staple, Mr. Fabio himself, straight to the web to spread the good word interactively, Unilever-owned I Can’t Believe It’s Not Butter teamed up with South Norwalk, CT-based digital marketing agency Byte Interactive to create The Kitchen of Love campaign.
Visitors to the microsite, which launched March 27th and will run through early ’07, are greeted by the dreamboat himself as they enter into his fantasy kitchen where users can write magnetic poetry (pic below) on his refrigerator and have Fabio read it back, learn recipes and cook with him and also watch videograms. This bachelor pad, complete with Siberian white tiger, fireplace and kitchen aquarium, lures users in if not for any better reason than the hilarity of it all.
“Byte was tasked with representing the “fantasy/romance” side of the brand online in addition to incorporating Fabio. After we built the new brand site, we felt that the website ‘proper’ should focus on recipes/video demonstrations, product information and usage,” Stacy Thomson, senior client services manager for Byte Interactive, explains to ADOTAS. “We asked ourselves, ‘How do we communicate both the serious and tongue-in-cheek side of the ICBINB brand?’ Our solution was to create a ‘site behind the site’ which users can access through a peel back on the brand site…visitors are attracted by a beckoning Fabio peeking out from behind the peel back.”
Thomson tells us The Kitchen of Love has viral features in both the Passionate (magnetic) Poetry and the Fabio-Grams (5-10 second vignettes in which Fabio provides his advice on Office Etiquette—”If you are late on a deadline, tell your boss there is no timetable for love” is just one gem) using the send to a friend option.
As for the technology behind it, Thomson says, “Byte Interactive built the entire kitchen (in addition to the brand website) and associated applications in Flash 7 with ASP, XML and DTS components. Although we prefer the functionality Flash 8, we made the decision to build with Flash 7 due to its higher penetration within our target audience.” Their sought after audience, she explains, is in the 35-50+ bracket though the campaign is attracting an even younger audience because of the interactive appeal, not to mention Fabio’s everlasting hunk factor.
As Thomson sums up, “The Kitchen of Love is the ultimate, fantasy kitchen. Who else’s kitchen can you find a purring tiger, Passionate Poetry (recited by Fabio), a refrigerator soap opera, exotic birds and Fabio-Grams?” Can’t argue with that.
Spread the love and visit: www.thekitchenoflove.com.
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