The use of online conversations to power marketing initiatives is still largely in its infancy with the real focus at the moment being (reactive) customer service. Kleenex on the other hand saw an opportunity to be a little bit more proactive. By monitoring peoples Facebook status updates a selection of individuals who mentioned how sick they were were sent a little surprise and delight care package to make them feel better! Even though only 50 parcels were sent the inherent surprise and goodwill it showed generated a great response delivering over 650,000 impressions 1800 interactions and a 100% share rate. Its a powerful idea thats not to disimilar from the Samsung UK initiative that sent out Galaxy S phones to unhappy iPhone 4 customers when the antennagate scandel hit.
Ingenius! Have you ever been late to work because when you wake mother nature has dumped 3 feet of snow on your car or Jack Frost has iced your wind screen to within an inch of its life? Never fear, the team at agency Boondoogle have created a super smart alarm clock called the ‘Winter Wake-up’ that monitors the weather over night and wakes you up early if things outside have got a little hairy!