Social Media Roundup: How Ben & Jerry’s Got the Local Scoop
Double scoop, please. Ben & Jerry's went local with its five-city campaign. Also: Get your handle on Twitter when promoting your association's party.
Ben & Jerry’s knows a thing or two about PR—like getting local when serving its loyal fans.
The details, and more, in today’s Social Media Roundup.
Cream of the Crop
How Five Local Events Developed Key Relationships for Ben & Jerry's: http://t.co/V9iXrq2LSA #eventprof— engage (@engagegrid) September 17, 2013
Scooped: As it goes, chocolate ice cream doesn’t always come out on top. That’s just one of the findings from City Churned, Ben & Jerry’s local PR campaign, writes Ellen Sturm Niz of BizBash. “We tried to tap into everything that makes up a city—not just people voting, but whole cities, and both conscious and unconscious behaviors,” said Ben & Jerry’s Associate Digital Marketing Manager Michael Hayes. The campaign hit up five cities to engage Ben & Jerry’s “most loyal fans in [the] best markets” as well as find new ones. The ice cream company treated fans to frozen yogurts, racked up votes to create fan-suggested flavors (letting them taste the winning ones at ice cream launch events), used local ingredients “to reflect the personality of each city,” and coordinated community service events, like a beach cleanup. The whirlwind tour left Ben & Jerry’s with a refreshed mindset toward consumer trends. As for customers? Well, they got a taste of the company’s commitment. (ht @engagegrid)
A Little Birdie Told Me…
Could A Twitter Party Boost Your Business's Followers? http://t.co/hGqt38wwi0 via @forbes— tkarow (@tkarow) September 18, 2013
Tweetvitation: Forbes contributor Drew Hendricks gives the rundown on taking advantage of all Twitter can offer when planning a party. Among the tips: Your profile (information, picture, handle) should sync with your brand—and hashtags should relate to your event (e.g., @bestassocationever is hosting #coolestpartyoftheyear). Every partygoer loves a freebie, so give out a door prize—and announce the promotion first with that 140-character note. After the party, see how things went down on the hashtag, using the information to target future approaches. You’ll be planning the next party before you know it! #Seeyathere (ht @karow)
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A Washington DC resident votes on her favorite flavor in Ben & Jerry's City Churn. (YouTube screenshot)