Fitness has been on my mind and naturally, so has chocolate.
Because of this, I would like to describe my recent experience with Lindt Chocolate via social media and how they got me to Like them on Facebook during a particularly vulnerable time in my life…a week ago…whilst working out.
The events began at 6:40am. On my laptop, I had just started my Jillian Michael’s DVD ab workout while watch the morning news on my TV (yes I mute the DVD, I can’t handle all the peppiness first thing in the morning).
About 10 minutes in, a commercial for Lindt Chocolate came on and at the end of the delectable segment, they played the fateful line, “Only today, like us on Facebook and receive a free bag of Lindor truffles!”
Well that sealed it. I immediately paused my workout, ran too my phone, pulled up my Facebook app and searched for their site. I dutifully “liked” them and waited and scoured the screen trying to figure out where the free chocolate was. Would a pop-up appear with a coupon? Would a bag physically manifest itself in my presence? I felt a little insane.
After a rather frustrating and unsuccessful few minutes, I decided to access Facebook via my laptop thinking that would somehow make a difference. It did! When I accessed the page again, I found that many other customers had complained on Lindt’s wall about confusion over how to access the coupon and a rep had already responded saying the coupon was only accessible on computers, not mobile phones.
I was impressed with how quickly they had addressed the issue and proceeded to follow the links to obtain my coupon. But alas! The page I was taken to was blank. I toggled back and forth between the previous page and the new page with no success. Finally I went back to the main Lindt page and found that, yet again, more people had complained, and a fix had already been posted by the reps: “we are experiencing higher than normal activity with the application, please let the page load, it may take a few extra minutes.”
I decided to be patient and let the page load as they suggested. After 5 minutes of staring at a blank screen, my coupon magically appeared and I printed it straight away in case it disappeared.
Lindt Chocolate did a couple of things right with their marketing campaign:
1) They used a traditional advertising method (television commercial) to draw consumers to their Facebook site
2) They had reps immediately ready to handle troubleshooting issues in real time which quickly appeased irate customers like me
3) Their goal with this campaign most likely was to widen their reach and influence and gain more likes on Facebook
4) Their goal was successful because a few days later they announced that they had reached 1 million fans
By the way, in case you are curious, I picked up a wonderful bag of free, irresistibly smooth, dark chocolate truffles.