The Olympics, PF Chang & ABC-TV – Lettuce Amuse You

The TV graphic blunder was an instant classic. And so was the reaction on social media.

Here’s the background: in mid-February, an anonymous associate producer at ABC-TV anchor giant WLS in Chicago keyed up a previous graphic. With a push of a lever, the graphic smoothly transitioned as the backdrop for a serious story about political trends at the 2018 Winter Olympic Games.

The result was an onscreen chuckle for more than a few thousand viewers. And near-instant social media fame. Instead of the Olympic logo for the Pyeongchang games in South Korea, the on-screen graphic inadvertently displayed a logo for the “P.F. Chang 2018” Olympics, a tongue-in-cheek reference to the high-end Asian-influenced food franchise.

The Chicago Tribune later reported:  “The graphic had been prepared for an earlier, satirical piece by sports anchor Mark Giangreco but was mistakenly used again for the straight news report.”

The social media mavens at P.F. Chang’s quickly got to work. Within minutes of the broadcast, P.F. Chang digital pros tweeted “contrary to this broadcast, we are not hosting the games.” The tweet was promptly favorited and shared 5,300 times, extending its reach.

Then PF Chang followed up with a clever special mobile promotion to seal the humor. Customers with mobile accounts soon found themselves looking a foi news account with a reporter allegedly reporting on “Pyeongchang Lettuce Wraps.” In a limited time offer tied to the humorous news blunder, P.F. Chang patrons could cash in for a free order of P.F. Chang’s tasty and popular lettuce wrap appetizer.

The social media marketing takeouts?

• Be prepared. Humorous gaffes appear at will without warning.
• Gentle (and clever) humor sells.
• There’s more than one angle to capture a humorous event.
• Include enough info so your readers know what you’re talking about.
• Be timely. And fast.
• And, as the groaner goes, “lettuce amuse you.”

The Chicago Tribune later humorously reminded its cross-town media sister:

“Pyeongchang is a mountainous county 110 miles southeast of Seoul in South Korea, and the host of the 2018 Winter Olympics.

“P.F. Chang’s is an Asian-inspired chain restaurant with 210 U.S. locations, including ones in Chicago, Lombard, Northbrook, Orland Park and Schaumburg.”

–By Michael Snyder, fan of PF Chang’s lettuce wraps and Kung Pao Chicken, and also the managing principal of MEK, a advertising, PR and MARTECH firm in northern Indianapolis.