This is a great example of how experiential campaigns can turn consumers into great brand advocates.
The Australian iced coffee brand Ice Break demonstrated the value of being truly social, transparent and responsive in their recent ‘Ice Break: Paul’ campaign. Through engaging in conversations with their consumers via Facebook, the brand recognised discontent by product fans in Western Australia, where Ice Break wasn’t retailed. After Paul, a particularly disgruntled fan created a Facebook group called ‘Bring Icebreak to WA’, the brand decided to challenge Paul’s dedication, making him an official Western Australian brand advocate.
Ice Break promised to reward Paul with one drink for every Facebook Like he could gain, and after securing 10,000 fans in just a few short days, a delivery truck was sent on a 5 day drive across Oz, from Melbourne to Perth, packed to the brim with the chilled product. Ice Break fans were kept updated with the trucks progress via Facebook, and were even able to communicate with the driver personally!
The campaign was a huge success, and upon arrival, drinks were handed out en mass to dedicated fans, wearing ‘Like Paul’ T-shirts. In addition to receiving national PR coverage, Ice Break received 20,000 new Facebook followers in just 2 days and the product is now featured on supermarket shelves across Western Australia. Highly social, creative, responsive and engaging: Nice work, Ice Break!
What do you think? Are there any brands that you recognise as being particularly responsive to consumer demands? Tweet us @Hotcow.