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Half-Decaf Facebook Campaign

Last Wednesday was Coffee Bean and Tea Leaf’s Free Ice Blended Day.  I love coffee as much as any caffeine junkie. The only thing better is free coffee. The only thing better then free coffee is free Coffee Bean and Tea Leaf [1].  I am a devoted Coffee Bean and Tea Leaf fan.   So I was happy to cast my vote on Facebook for my favorite Ice Blended flavor.

IceBlended promotion [2]Coffee Bean’s campaign went like this: they created a Facebook app and event promoting the release of three new Ice Blended flavors. Users voted on which flavor seemed the yummiest, and then on July 1st the winning flavor was given away at participating locations.  So far so good.

It was an awesome idea, but it seems like they put in a lot of effort for relatively short-lived gains. All those people who came out as fans of Coffee Bean for the length of the promotion could have been converted into long-term brand loyalists and maybe even the coveted brand ambassadors.

They did some things right with this campaign, but could have utilized Facebook to achieve even better results for less ad spend, and built a broader group of fans and followers.

Consider the following a list of must-do’s for any brand developing a Facebook campaign:

When utilizing Facebook or any other social networking site, we have to remember the most valuable advertising comes from the users themselves. If we create content users like and use, the content will be used by fans and then shared with their network. It is with transparency and user-oriented content that companies gain users’ trust and loyalty.

As more and more companies are starting to blur the line between digital marketing and real-life rewards, it becomes more and more difficult to keep the two very distinct goal measurements separate.  In “the real world,” we measure a campaign’s success through (more or less) getting product in the hands of the client. However, in the world of digital marketing, success is often a bit harder to judge. For many brands, the more valuable metric is acquiring a user as a friend/ follower/fan.  These friends then  become brand loyalists and ambassadors for life.  And get even more of their friends hooked on Ice Blendeds.

About Kate Shaw

Hailing from the high desert where I began my love with all things shiny by working with film production. Abandoning my love for film for a “real career”, I started marketing and PR for a non-profit in Sacramento. Having lived from Europe to Central and South America, I can ask for a beer in any regional Spanish accent one can imagine. Settling in Argentina, I did social media marketing for an international tourism company for 2 years before landing in Santa Monica and The Search Agency.