In my last post on the iMedia Connection blog I spoke about how social media was an inevitable addition to experiential marketing campaigns. I mentioned iD Experiential’s recent campaign for ASUS to promote their award winning Zen Book where consumers could tweet or check-in at the stand to receive a free herbal tea. It seems though that the idea of using social media interactions as a currency has been taken to another level by some companies.
Both Kellogg's and TopShop – huge high street names – have recently launched experiential campaigns whereby consumers can tweet to purchase their products.
Kellogg's fans could purchase the new Special K Cracker Crisps not with money but a simple hash tag #TweetShop. While over the Halloween period TopShop’ers tweeted #TrickorTweet with their fashion tips – those deemed the best were rewarded with £100 to spend in store.
You can find out more about these campaigns here
The ability to convert tweets into currency is not merely beneficial to those receiving the “free” product, like a traditional competition or coupon giveaway would be – it’s much bigger than that! By turning tweets into wonga brands launch themselves back in to the social networking sphere allowing their followers to become advocates passing on the message to their individual social circles. And with over 460,000 twitter followers in Topshop’s case – that’s some reach!
So is there a future in Tweet Currency? I guess it lies in the value each particular brand places on social media and their customer base. For some brands (like Topshop) Facebook and Twitter have become a lifeblood of their organisation. Allowing their consumers to form a community and become brand ambassadors. In this instance social media marketing campaigns are of course an essential part of their marketing mix, and “Tweet Currency” is something that I think will continue to be big for 2013.
However there are still many brands out there that, while they know social media is important, are scared to fully commit to an immersive social media campaign like Kelloggs and Topshop. They worry about the control they would knowingly pass into the hands of their customers; believing that their carefully crafted marketing communications will become warped by wayward online consumers.
I think that once a brand has built a loyal customer base they need to trust, value and nurture them – and using tweet currency seems to me to be the perfect way!