[NEW YORK] If you thought that connect with fans + reason to buy = business model was the sole property of the music or entertainment world, check this out.
Firstly, last months launch of Get Well Soup from Heinz in the UK - as winter creeps in bringing it's inevitable sick days, Heinz Soup Facebook fans can send Heinz Cream of Chicken (soup for the soul) or Heinz Cream of Tomato 'Get Well Soup' to their sick friends featuring the friend’s name on the label.
I already stated elsewhere that, for me, this was the first bit of honest to goodness, proper use of Facebook as a marketing platform that I'd seen for a long time.
Relevance, Authenticity, Value and Easy to do.
Chuck in personalisation, community and social objects...it's damn near perfect.
Hot on the heels of that, Heinz have pulled off another Facebook masterstroke.
Heinz Tomato Ketchup Blended with Balsamic Vinegar - which uses posh balsamic instead of the basic vinegar, will first be available to buy from the middle of November, but only through the Heinz Ketchup's Facebook page.
It won't be in the 'shops' until March at the earliest.
According to the New York Times, Heinz '...has no immediate plans to advertise the product, [but] has more than 825,000 followers on Facebook, where it hopes enthusiasts will spread the word about the purchase.'
This is how we do it, people.
Connecting with fans?:
1 - FANS LOVE THEMSELVES
Try the new things out with the people who care - those who are 'in'.
If it's going to fly then they will let you know, even if they don't like it they will love you more for rolling with them.
2 - FANS LOVE ACCESS TO STUFF THE MASSES DON'T GET
Make little bets, we don't need to bet the farm on small innovations, but keep it in the family.
Don't let the great unwashed in until the fans have had access first.
Reason to buy?
- LIMITED EDITIONS
- SOCIAL OBJECTS
It's ketchup/soup equivalent of the 'tour t-shirt'.
It tells others 'I was there'.
Anyway, The Never Get out of The Boat Social marketer of the year award looks to be heading to Heinz...