Kudos To The Crock-Pot People For Handling The Online Fallout From 'This Is Us' So Well

from the what-a-crock dept

Corporate Twitter accounts typically range from the blandly uninspired to exhibiting unfortunate behavior. While you can occasionally get some good content out of these handles, they are far too often just...meh.

And, yet, let's see how the Crock-Pot brand of slow-cookers responded to a genuine freak-out on the internet that occurred after a recent episode of This Is Us. For those of you who watch the show, here's your insipid little spoiler alert. A main character on the show died in a recent episode when a slow cooker malfunctioned and burned the house down. Cool. Well, apparently that's when many viewers took to Twitter to announce that they were going to get these death machines out of their houses ASAP, with many mentioning Crock-Pots by name, even though there was no branding on the murderous slow-cooker in the show.

Fans freaked out, taking to social media with tales (and gifs) of throwing away their Crock-Pots. The Crock-Pot Brand people leapt into action, quickly creating a Twitter account (@CrockPotCares) to deal with the public relations problem that had been dropped in their lap like a delicious and family-pleasing but nevertheless painful batch of hot soup.

And they did a darn good job of handling all of this on Twitter. I'm conditioned at this point to expect for companies in these instances to mirror the online freak-out themselves, going crazy about what could be viewed as an unintentional attack on its their brand. Honestly, you half expect lawsuits to be drawn up almost immediately. Crock-Pot instead began educating the internet about the safety of its products while also drawing real connections with the viewers of the show so that it comes off as non-defensive.

It didn't end there. Apparently Crock-Pot even got the actor (hey, it's that guy from Heroes!) who plays the character who died to get in on the fun.

That's about as well as I can imagine a company handling all of this. There is also a ton more in the tweet history that shows how creative and hip whoever is managing the account has been. It would be entirely understandable for the Crock-Pot folks to be angry, irritated, or terrified of this online response to a television show. They could have easily lashed out at the show, or even at an American public who apparently has trouble telling the difference between reality and fiction. Instead, they chose to be cool and human and came off as both confident and friendly.

That's a good look all around.

Filed Under: crock pot, culture, this is us, tweets
Companies: crock-pot

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  1. icon
    Anonymous Anonymous Coward (profile), 15 Feb 2018 @ 8:34pm


    What is seriously at issue here is that the TV viewing public actually believes what they saw on TV. It might extend from decades ago advertising where the 'kicker' was 'as seen on TV' where that merely meant there was an AD on TV at some time, but the public took it as some sort of endorsement. Hmm, shame on the public. And worse, it is still true.

    This reaction, the tossing of actually safe cooking equipment, because some TV show exhibited an episode where a 'like' piece of equipment 'might' have caused some havoc just goes to show how vulnerable the general viewing public might be. I don't use Crock Pots, or any other 'slow cooker' but only because I was taught how to cook (retired professional chef here, hence the Toque next to my login), and don't need such contrivances. Which is not to say that they are not useful for others. I have used slow cooking methods, but in specific circumstances (18 hours for Prime Ribs or Turkeys, but we used higher temperatures for browning, and the reason for slow cooking was to reduce evaporation which gave a better yield in the end product which was generally served by the ounce), and with much different equipment. For the home cook, not looking to replicate a particular classical dish, they are fine, and useful.

    I bet that political advertisers, whether actual political parties, or big money advocates of whatever, are just creaming in their pants over this reaction. It merely means that they can tell anyone anything and be believed. How sad.

    Num, num, num, oooh, I saw it on TV...must be true/real, I gotta...well something or other cause I saw it on TV and it must be, well I saw it on TV, they wouldn't lie to me??? Would they???

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