Mistweet turns into marketing bonanza
It started out an accident that resulted to a blood donation drive and a boost for a small craft brewery. Gloria Huang, while using HootSuite, accidentally blasted a tweet through her employer’s account – the Red Cross – which was really meant for her personal account. The tweet read: “Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer…when we drink we do it right #gettngslizzerd.”
Instead of going wild, Red Cross handled the mistake rather lightly and responded in jest, tweeting: “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.” Amazed with how Red Cross handled the situation, tweeters, especially @dogfishbeer fans, started a fundraiser and a blood donation drive with the hashtag #gettngslizzerd. Huang’s mistweet tapped the company’s nearly 40,000 Twitter followers and 149,000 Facebook fans.
Some of the breweries and pubs of the 30 states that distribute Dogfish beer launched beer-for-blood offers. The Flying Saucer bar in Austin tweeted: “Show us you donated a pint @redcross today & we’ll buy you a pint of @dogfishbeer #gettngslizzerd”
Dogfish’s VP for marketing Mariah Calagione is thankful for the mistweet. It’s a nice boost for the Red Cross and an unexpected marketing lift for Dogfish. With little budget on advertising and reliance on word-of-mouth advertising, “now we get to talk to a bigger pool of people online,” she says.
Source: CNN
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