Innocent is offering shoppers discounts on its Veg Pots based on how often they tweet about the brand.
The four-week Tweet & Eat campaign asks consumers to tweet using the hash-tag #tweetandeat. As the number of people using the tag grows, the brand will offer greater discounts through printable vouchers available through the Innocent website.
When the offer started last week shoppers could print a ‘50p off’ voucher, but this has since increased to ‘£1 off’ as more consumers have tweeted about the offer. As the number of tweets continues to increase, the offers will escalate to ‘£1.50 off’, ‘half price’ and ‘a Veg Pot for £1’, until eventually Innocent is giving Veg Pots (rsp: £3.79) away for free although it said there would be a limit to the number of free pots available to shoppers.
“When it gets to the stage when the free pots are available, we will directly message Twitter users to let them know there are a limited number up for grabs,” said Innocent senior brand manager John Price, who added that the campaign had generated 2,500 tweets in its first four or five days, while 20,000 people had visited the Tweet & Eat page on the Innocent website or Facebook.
The Tweet & Eat campaign was an interesting twist on traditional coupons, said Matthew Rhodes, strategy director at social marketing agency Fresh Networks. “They have taken a tried and tested method of driving interest but have come up with a way of encouraging consumers to advertise it to their friends,” he added. “It’s a strategy I could imagine being used by many other brands.”