TWEET FOR TEA
BOS is a South African brand of popular organic ice tea. The company sought
a way to add advertise its product through digital marketing. Surveys have
shown that South Africans are more active on Twitter than people from any other
country in Africa. Because of that, they came up with the following idea.
In 2012 BOS Ice Tea launched
what would be the first Twitter-activated vending machine. In order to receive
a free sample of the refreshment, people had to post a tweet that contained the
hashtag #bostweet4t.
BEV, as the machine was called, was placed in a square in Cape Town. The
vending machine was integrated with the Twitter API, so it was able to detect
any new tweets that included the aforementioned hashtag. Moreover, because of
the geo-location data, it knew where each tweet was posted from. Only tweets
that were posted from that square were valid. Whenever BEV detected a new valid
tweet, it dispensed a BOS Ice Tea.
This project demonstrates a creative way to use social media. It is just
one example of many different ways someone can do this. BOS’s vending machine
was an instant hit with passersby. Because of social media, the hashtag went
viral not just across the country, but also across the globe. Friends of
friends were hearing about this smart campaign and became aware of BOS Ice Tea
brand.
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