many flood activity streams with mediocre content and hope for a share
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... Read more