Social media outlets today are so saturated with content that it’s hard to tell what, if anything, gets heard. It’s kind of like the old saying “If a tree falls in a forest and no one is around to hear it, does it make a sound?” With approximately 65 million tweets a day, if a customer tweets about a product, does the company hear it? Well, Wheat Thins not only heard it, they used it to their advantage.
Wheat Thins pulled off a truly “integrated” social media marketing campaign, utilizing not one but two social media platforms (Twitter and YouTube). In their “We’re Everywhere!” campaign, they scoured Twitter for any mentions of their product and found users who tweeted about them. One Wheat Thins fan tweeted “AAAHHHH Im outta wheat thins…Mi life is officially over!” Some smart folks at Wheat Thins then decided to surprise her with a large-scale delivery. The surprise visit was recorded, put up on YouTube and generated 676,324 views–not bad for a cracker.
Takeaway: If your customers are talking about you, listen. And acknowledge and reward them (or at least give them 15 minutes of fame on YouTube and some free Wheat Thins).