#PizzaOnATrain and #GiveGregTheHoliday
There were two excellent examples of brands taking advantage of social media to create great PR this month. They follow on nicely from my recent advice on ‘How to go viral‘ where I stressed the importance of ‘Picking your moment’.
First up was the case of Greg Heaslip @gregheaslip1, who works as a security guard at retail group Arcadia, owner of Top Shop and other high street stores, and whose boss mistakenly sent his request for a holiday to the company’s 3500 staff. Several of Greg’s colleagues supported his holiday request and pretty soon, #GiveGregTheHoliday began trending in the UK.
Tour company Trek America was quick to notice the hashtag and offered Greg a holiday in Vegas.
We’re taking action and have decided to #givegregtheholiday. A TrekAmerica mini adventure with flights to Vegas. #GregGotTheHoliday!
— TrekAmerica (@trekamerica) May 22, 2014
This was great opportunism and their offer was in context, appropriate and made with a sense of fun. Other brands began to notice and subsequently there were some tacky approaches that just didn’t work. But @TrekAmerica were rewarded with plenty of retweets, mentions and favourites.
Greg had the last word and donated his holiday along with other offered items to the Stephen Sutton Cancer Appeal.
Next up is comedian Chris Ramsey @IamChrisRamsey of Celebrity Juice who didn’t fancy the snacks from the buffet car when on a train from London to Newcastle and decided to order a pizza. Dominos Pizza @dominos_uk happily obliged.
— Chris Ramsey (@IAmChrisRamsey) May 27, 2014
As the delivery at Doncaster got closer, the anticipation on Twitter became feverish.
Stacks of entertainment around me, a universe of info at my fingers. And I’m glued to twitter hoping @IAmChrisRamsey gets a #PizzaOnATrain — Jon James Mulligan (@JJEATSTHESTYX) May 27, 2014
The pizza delivery firm’s enterprise and opportunisme were rewarded with massive exposure on Twitter even before the pizzas were delivered.
#PizzaOnATrain trending number 1 worldwide… This is terrifying How can I eat with this many people watching? What if it goes on me chin?
— Chris Ramsey (@IAmChrisRamsey) May 27, 2014
Dominos did indeed deliver, providing pizzas for Chris as well as for passengers and staff.
Yes! #PizzaOnATrain pic.twitter.com/7bcX0FoTMw
— Chris Ramsey (@IAmChrisRamsey) May 27, 2014
If you have any examples of brands capitalising on Twitter trends, please let me know.
Comments
About Jonathan Pollinger
Follow @intranetfutureJonathan shows businesses how to use social media to make them thrive.
View all posts by Jonathan Pollinger →