I'm a big fan of Texas Pete Hot Sauce (I'm from Winston-Salem, NC and as everyone from W-S knows...that's where they make Texas Pete and always have).
Texas Pete is currently doing a Facebook Fan Page promotion (got to my newsfeed...from a friend from W-S) where if they get to 100K fans, everyone gets a coupon. Woo-hoo!!! I signed up immediately. If the link doesn't take you directly there, click on the 'coupon' tab. I like the campaign, executed by The Sales Factory. It's a simple, low-engagement, obviously low cost way to get coupons in the hands of interested people.
But what I like more is what Texas Pete has done with the rest of the their fan page. There's a 'Recipes' tab. There's a 'Legend' tab. These are the things that will sustain Texas Pete's Fan Page after the coupon campaign is over (and when they need something more, we've got about 20 great video reviews of Texas Pete products). I also love how they are twittering like crazy for all of 85 followers. Hmm. I...wonder...what...the...next....campaign...will...be???
A couple of years back, it seemed like every brand was doing a 'user generated' 30 second spot campaign. One of the many problems with these campaigns was that there was no follow-up with the people who participated. Can you imagine making a commercial for a brand, losing and then never hearing from them again? Gives new meaning to being dumped & it was one of the reasons we avoided the trend.
What we're seeing now is smarter, more sustainable engagement (hard as it may be for most agencies to adjust). If you lower the barriers enough, the 'continuous steam' of user generated content opens up, even for brands. That creates infinite engagement opportunities and influence instances and that's where real insights will occur.
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