Social marketing on a shoe-string – University club set up text-a-toastie
Big businesses who are used to out-spending the competition can struggle to adapt to social media, because it’s a platform where largely, their greatest asset is of no interest. For a message to ‘go viral’, build that holy grail of word-of-mouth endorsement, or become a talking point of interest, creativity needs to be at the heart. Great social messages aren’t forced into success with a jam-packed media plan of old, but with a great idea, that consumers find engaging enough to pass on.
The point was emphasised by a Christian group from the University of the West of England recently, who used a social media campaign to build an instant buzz across the student campus, successfully engaging residents across almost 80% of the halls.
Student life, and propensity to spend, has changed radically since the Labour Government introduced…
but armed with an intrinsic understanding of their peer groups, this Christian group ran a campaign called ‘Text a Toastie’. Armed with a block of cheese, a mobile phone, and a booming enthusiasm to share the word, they offered free toasties to anyone who texted in a question about God. They’d then cook them a hot melted toastie, run across the campus, and serve it up complete with an answer. The best part? Most of the students didn’t stop there – it prompted intense conversations across the halls, and created a flash-moment where the message made it o-k to have the God conversation.
With this in mind, how could you whip up a frenzy within your market, to become the hot topic of the moment?
Posted on April 26th, 2012
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