A recent campaign in India for fashion brand Allen Solly saw a large billboard kitted out with 60 shirts and a mechanism that pushed each one forward a small amount every time people around the billboard tweeted the hashtag ‘#RainingSolly’. A large screen displayed their tweets, and the user who tweeted at the moment a shirt dropped could collect it for free.
Brand mentions on social networks for free goods have already been leveraged by several other brands:
South African brand BOS Ice Tea created a Twitter powered vending machine in Cape Town, where a tweet with the hashtag #bostweet4t dispensed a free sample of BOS tea.
At a London pop-up store, Kellogg’s turned social media chatter into currency by allowing customers to pay for Special K Cracker Crisps (valued at $1) with a tweet of #tweetshop.
VIRTUAL TO ACTUAL
With the advent of always-on, ubiquitous internet access, and digitization, our actual and virtual lives are starting to blend into one.
ALTERNATE BRAND CURRENCIES
Increasingly brands are offering rewards for specified consumer actions such as Tweeting, or Liking. Adding novelty to the traditional value exchange can prompt consumers to think about the brand in a new way or make their encounter more memorable.