Marketing firms and companies spend days, weeks, sometimes months trying to build the most effective Social Media Ad campaigns. Especially for start up companies, Social Media has become the building blocks for advertising push because of the ROI. In order to get some attention, they need to have fun with it. Be creative. Be Brave. Be different. Doing all this takes some great amount of marketing knowledge. There will be forecasting and everything needs to be calculated to be successful in brand recognition. Right? not always.
2 years ago a Ottawa’s own local brewing company “Beyond the Pale” shared some unfortunate news on Facebook that their company van had been stolen. They posted a picture of the branded van and asked their community to help find it. I saw the post and replied.. ” That’s too bad. I will keep my eyes open. Love your beer. Good Luck”. and went about my day.
Image by Beyond the Pale. Facebook
As the day went on, I was curious to now if the van was found. I went back to their page, It wasn’t. But I couldn’t believe the engagement level from the community. There were hundreds of posts, comments and people sharing their posts to help find their van. Local media commented on their post asking for an interview on the local news.
I went back on the site for a third time, to see a big thank you from the brewing company posting a pic of the Van and stating “we found the Van!! Thank you to Mr. XXXXX who found our VAN!” Beer is on us!” Even after the discovery, people replied in relief.
The amount of exposure and reach this company got in one day was remarkable and it was all due to an unfortunate event that brought the community together. Current beer lovers that liked the company all went to the page to help and Beyond the Pale’s name spread like wild fire. They got a write up in the citizen and even made the 6 o’clock news!
When we look at this story, we think an unfortunate event that brought relevance to a start up company. This happened in directly, it was a fluke. Or was it?
Ask the question: what if this WAS calculated? What if this was planned? What if the van wasn’t stolen and the company forecasted the communities reaction? I don’t think that is the case but it did cross my mind. Although they would be stepping into “unethical territory” apart of me would say this is Genius marketing.
What do you think?
From stolen van to boosting brand: How a local brewer found their way. http://bit.ly/2kEimK8
From stolen van to boosting brand: How a local brewer found their way. #goodtobelucky #community #beerlovers #foundthevan http://bit.ly/2kEimK8