Anton Berg is a Danish Chocolate company having manufactured and sold the addictive stuff since the 18th century. Back then the founder himself was on the streets giving out free bites of his fine chocolate to the passing people. Of course he hoped that many of them would go all the way through the acquisition process and immediately go into one of his stores to actually buy a box of chocolate. Well - the company is still around so his strategy might have helped.
Recently Anton Berg changed their buyline to "You Can Never Be Too Generous" and just a few days ago they announced that they would have a pop-up store in Copenhagen featuring their new slogan. The pop-up store was only open for five hours and during that period of time they were (like the founder did 128 years ago) handing out free boxes of chocolate and taste bites. No cash was accepted - only Good Causes - referring - once again - to their buyline that you can never be too generous.
To make these causes visible to everyone of your friends you had to post it on Facebook on a computer in the pop-up store. This post told visitors on Anton Bergs Facebook page (and your own friends) that you had signed up to mourn your neighbors lawn, run 10 miles for charity, take your girlfriend to Paris, take a marketing course etc etc.
I like campaigns like that - matching their original values and strategy with a new slogan and todays social media.
As you can see from the picture attached - it was a pretty big success!
Depending on the specific products I think this strategy would work for a lot of companies - or what do you think?
Soren
Link to Anton Bergs FB page:
https://www.facebook.com/anthonberg.dk
Picture of line up in front of the pop-up store:
So who wouldn't line up for free chocolate. But I agree, and add that this type of "big buzz" brief event can be quite useful. Did they follow up with any social media?
ReplyDeleteThey will launch a follow up campaign in the coming weeks including in-store activities, a viral film (they hope) that will sum up on the "generous" event. They will also introduce a radio campaign (a sponsored editorial partnership with a radio station) where listeners can daily nominate a friend who they think has been extra generous (the radio DJs will talk about them on/with them on air etc). All in all a pretty well thought through campaign I believe...
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