If there is one marketing truth it is – the power of free makes people go wild. This was recently evidenced by fast-food giant Kentucky Fried Chicken. KFC experienced a massive underestimation of the “Oprah factor” while launching their new grilled chicken.

I wish I could say I was different than the norm, but when I see the four letter f word (free) I go nuts. When advising clients on PR strategies for new product launches and promotions, we always make sure of a couple things. First, can you deliver on your promise? Second, can you deliver on your promise? Third, can you deliver…oh alright, you see my point. The next question is, if you can’t deliver or aren’t sure, do you have a solid crisis plan in place?

It’s a sure bet that many KFC customers (and potential ones too) were annoyed, bothered or put out by the fact that after spending a lot of time trying to get their free food coupon to print off, sending it to family and friends and making their way to a restaurant location – they were turned away sans any chicken. Undeniably, KFC damaged the deal and their reputation by completely canceling the free chicken effort and making customers physically go to a location, fill out a form and get a coupon mailed. Apparently their PR team did not focus on my four very important questions above.

Let’s look at it from a positive stand point. Do a lot of people know that KFC now offers grilled chicken? Probably. Could KFC have handled their promotion a variety of different ways that would have netted a better customer experience? Yes. Is hind sight 20/20? I think we all know that answer.

At the end of the day, don’t underestimate how the four letter f word (free) can turn normally sane, likable people into crazy lunatics trying to get something for nothing. Make sure you can deliver on your promise and always make sure your crisis plan is up to date.

Photo credit: roadsidepictures