Chef DVD Review: The Convergence of Entertainment and Digital Marketing
Chef Movie Plot
Jon Favreau plays has-been celebrity chef Carl Casper. Like other top chefs, Casper has creative energy, but it is being squelched by a dictatorial restaurant owner (Dustin Hoffman) who won’t let him introduce new menu items for fear of disrupting business success. After leaving his job, Casper borrows a rundown food truck from his ex-wife’s (Sofia Vergara) other ex-husband (Robert Downey Jr.). He, a friend (John Leguizamo) and his son (Emjay Anthony) embark on a road trip to get the truck from Miami to their home in Los Angeles. On the way, father and son bond over cooking, life lessons and mobile technology.
Digital Marketing Examples
Early in the film, Casper’s son, Percy, gives him a lesson on how to sign-up for Twitter. Not realizing that his “reply” to a detested food critic was open for public view, Casper soon realizes that there is no such thing as bad publicity (generally speaking). He generates thousands of followers overnight. He learns a similar lesson after a public blow-up at the restaurant goes viral on YouTube. Despite an offer to turn his new found notoriety into an appearance on “Celebrity Chef”, Kasper decides instead to pursue the food truck business.
As the trio travels home, they make periodic stops to offer up their new sandwich and side concoctions in what amounts to mobile test marketing. Percy leverages his mobile device, Twitter and geo-tagging to alert local audiences to the food truck’s location and offerings. Carl and Martin (Leguizamo) are shocked to find throngs of people when they park their truck. In other scenes, Percy talks about using Vine and creating one-second per day videos to post online.
Chef DVD Conclusions
I didn’t watch Chef expecting to see digital marketing in full effect. Instead, I was looking for entertainment. I found it! The story is great and Favreau and young Anthony deliver excellent performances. The intricate digital marketing applications are woven neatly into the fabric of the story. They showcase a common element in a multi-generational workplace where tech-savvy upstarts sometimes train veteran colleagues on applying their marketing expertise to a digital world. While movies allow for easier success than real-life, marketing professionals and small-business owners can take away a lot of digital marketing lessons from Chef.
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