Every brand wants you to share information about their brand via social media and networks, but Emergen-C, fizzy vitamin drink mixes, ” is going one better by enabling social media fans to get or gift friends with free, mail-delivered sample packets, as well as the virtual type,” reports Media Post.
Emergen-C’s “Share the Good” campaign spans Facebook and Twitter and have somewhat of a complicated and detailed strategy:
On Twitter, the brand will, of course, be tweeting much more frequently (offering energy-boosting tips, health facts and trivia, invites to its many events, etc.). A newly created “Emergen-C Tweet Patrol” will be on the case, and in charge of some special initiatives.
One of those Twitter efforts is rewarding the “intrepid” few (about 100) who continued to follow Emergen-C despite the long dearth of tweets by offering them a free T-shirt bearing the immortal words in that one-and-only 2009 tweet (“checking out Joshua Lynn’s article http://www.purebranding.com/blog/?p=40″).
A more ambitious, ongoing initiative will have the Patrol picking a specific word that relates to the product’s benefits each week, like “tired,” then picking a random sample of those using that word in their tweets and following them. Those who choose to follow back will be tweeted a message telling them that Emergen-C would like to send them a free sample “starter kit” by mail. (To receive one, they supply their postal address via a simple digital form provided.)
Although certainly creative, I’m not sure the return will be all that high for such Twitter initiatives. More compelling is their Facebook strategy:
As for Facebook, fans will not only be able to share “virtual” Emergen-C products, but the real thing. When they log in, they’ll be informed that they can give real samples to 10 friends in need of an Emergen-C pick-me-up. So, when Facebook friends post that they’re falling asleep at work, feeling run-down, forgetful, etc., Emergen-C followers can flag those friends, triggering both a message saying that they want to send them free sample packets and a personalized video.
This sounds like a great campaign, but Emergen-C will want to make sure that they don’t make it too complicated (i.e., will Emergen-C personalize the video or will the fan have to create their own personalized video?). Emergen-C could easily duplicate their Facebook strategy on Twitter by providing a landing page on their site, or could simply use Twitter to drive people to their Facebook promotions. The major concern then becomes measuring the effectiveness of the samples.
What do you think? Is this an effective way to provide samples and use social media to spread the word about your products?