A Smurf, a CD, and a Marketing Miss

I took my kids to see the new Smurfs movie last weekend, and as we walked inside, the ticket-taker asked me a surprising question:

“Would you like a CD with Rihanna’s music from the movie?”

Without thinking, I said yes. Reflexes from the early 2000s kicked in. I loved CDs.

As I was walking to our theater, must have taken me a full minute to realize…

I don’t own a single device that can play a CD!

Not a computer. Not a car. Not even a dusty boom box. Nothing.

And here is my rant about campaign strategy.

I’ve run a lot of campaigns that included physical goods; event handouts, direct mail, promotional items. I understand the appeal. I also understand the cost that must be associated with handout item like this. I felt like this was a big misfire. Jewel-case CDs in 2025? Who paid for this promotion? I doubt it was the theater! The label? The studio? Either way, it couldn’t have been cheap and I can't imagine it’ll provide the type of ROI they must have been looking for.

Sure I’m a bit of a digital snob but I can’t be that unique. How many other people took one out of politeness or nostalgia, only to toss it later?

Remaining hopeful that all was not lost on this marketing touchpoint, I opened it up to check for something like a free download code (that’s something I can work with!). Nope. There was no digital bridge to the physical artifact.

Marketing can be magical when it’s thoughtful and current. Physical swag can be super appealing! But nostalgia alone isn’t a strategy, especially when the medium is obsolete for the audience you’re targeting.

If you’re building campaigns, especially ones involving physical goods, ask:

• Is this object adding joy or friction?

• Does it actually meet people where they are?

• Perhaps most importantly, can anyone even use it?

Also: if you happen to have a CD player and want a free Rihanna CD… let me know, cause’ it’s not in my garbage yet. 😅

#Marketing #Campaigns #Smurfs #CDs #UXMatters #WasteNot