“Your complete guide to learning BOSTON as a second language…It ain’t HAD,” boasts “Talk Boston,” a new site from Dish. An online-heavy marketing effort, the site offers users helpful YouTube videos on how to pronounce certain words with a Boston accent. Some of the vocab includes shucka, b’dayduh, waya, crulla, and beeya. If you can use any of these in a sentence, you’re already way ahead of me. As a Boston newbie, I’m sure learning a lot.
Scroll down and you’re introduced to a video series entitled “Boston as a Second Language.” An instructor stands in front of a class and proceeds to teach them how to speak Boston.
In two days, this specific video has been viewed 75,000 times. In total, Dish is using 74 YouTube videos on its interactive site and has incorporated social media into the campaign.
Dish’s Twitter and Facebook page are covered in promotional material for the Talk Boston campaign. “This is an incredible opportunity to engage with consumers across all of our media platforms,” James Moorhead, Dish’s chief marketing officer, tells Marketing Daily.
Brand engagement and consumer interactions are essential in driving successful promotions. This is yet another example of a site creating buzz in both the media and across social platforms, ensuring broad exposure of the campaign elements. Dish has created a site that offers consumers a fun experience, thus increasing the initiative’s overall impact.
But is the company alienating the presumed target market by over exaggerating the Bostonian accent? In a responsive blog post from BostInno, Hilary Milnes criticizes Dish’s attempt to capitalize on Boston speech habits. Her opinion is perfectly clear and stated in the article’s title: The Dish Network’s ‘Talk Boston’ Website Teaches Us How to Speak Boston, Is Awful.” The Boston accent may be a laughable concept for outsiders, but for Boston natives it’s just an belabored comedic tactic.
Though the campaign seems to be generating mostly positive feedback, Dish may need to prepare for the backlash from local residents who are fed up with people’s need to pick on the exaggerated Boston accent.