From a contextual standpoint, I wonder just how responsible the Cracker Barrel’s Greatest Family Road Trip game is.
While many are considering ways to cut back on driving, in this promotion, the more Cracker Barrels visited, the more chances a consumer has to win.
Drawing heavier criticism is the grand prize, a 2008 Monaco Cayman RV.
To be clear, I have nothing personal against RV’s, and this isn’t the place to talk about their environmental impact.
But I’ve seen gas prices as high as $4.59 per gallon and filling the 75 gallon tank at that price would set you back $344.25.
Amid these record gas prices, Cracker Barrel’s VP of Marketing Peter Keiser defended the promotion:
We thought long and hard about that concern. Families are still traveling this summer, but with gas prices, families are always looking for ways to save money by limiting other expenses. Families have a chance to win Cracker Barrel prizes … it helps them save money.
Winning prizes helps save money? Hmmm.
Okay, so the winner can accept $250,000 in cash instead, but as a marketer, would you hitch yourself to this wagon?
Comment below to weigh in.
