Eat24 Commercial Analysis

Eat24: Hangry

During the 2015 Super Bowl a commercial aired that featured the unlikely pair of Snoop Dogg and comedian Gilbert Gottfried. It was for the food ordering app Eat24, a company acquired by Yelp in February 2015 that offers online and mobile food ordering. The commercial made humorous use of the term Hangry: a combination of angry and hungry. The message being directed to the target audience was simple; avoid hunger, anger, and effort by ordering food online to be delivered. In the commercial it is never explicitly stated that the benefit of using the app was effortless food ordering but through humor it was heavily implied. It was a mildly entertaining 30 second spot with a funny odd couple but it seems a little out of place next to Mercedes and Budweiser commercials. Still, the target audience of hungry Millennial must have been reached with an average view ship of 114.4 million viewers during the game (Palotta).

Defined by the Council for Economic Advisors, Millennials are the cohort of Americans born between 1980 and the mid-2000s, are the largest generation in the U.S., representing one-third of the total U.S. population in 2013(US Census Bureau). Millennials use social media more frequently and are even more likely to sleep near their cell phone (Taylor and Keeter). Maybe this is why when the commercial was first viewed it seemed more like an ad designed for to run online rather than aired during the Super Bowl. This audience will be ordering their food online so it only makes sense that a majority of their marketing would occur online. Outside of special events such as the Super Bowl Millennials would also be more likely to utilize streaming content online rather than watching through conventional programing with commercials. So it would make more sense to repeatedly run this commercial on other media services like Hulu or embed it in other websites like its new parent company