Over the last few weeks, I've watched a really effective use of Facebook marketing play out on the Crazy Aaron's Puttyworld page.
It started with a little teaser post:
Not long afterward, it progressed to this:
And finally they put out a call for suggestions as to what to name the new product and wisely tied it to a push to gain more fans.
Over the next week or so, there was hot debate over the name, which ended up narrowed down to a four or five selection poll. A vocal faction wanted to call it "Cloud Poop," but the eventual winner was "Liquid Glass."
They reported as they made their way through various production tests and worked out a packaging design. Finally, the big announcement came that it was available for sale.
However, it was a limited production run, so they were able to build on the excitement they'd generated and come close to selling out pretty much right away:
All in all, it was one of the most fun fan engagement initiatives I've seen on Facebook. Best of all, it was completely carried out on the wall and the company website, so there was minimal cost involved.
Did I buy some? Well, no. I already have an ample supply of other colors of Thinking Putty and if I were to buy an additional variety it would probably be Strange Attractor (which I have previously purchased as a gift for my cousin). However, it's clear (no pun intended) that lots of other people stepped up and bought some.
Obviously not every product is as outwardly fun as Thinking Putty, but companies would do well to follow their example when it comes to sharing the new product development process to generate anticipation.
Maybe I'm missing something. what is this stuff and what doesn it do ?
Posted by: Keith | May 13, 2010 at 07:12 AM
I have to say, there's something about a picture of an actual person (owner/maker?) with the product that seems to make it more appealing to me...not just another product shot. More psychology at play?
Posted by: zenzonechick | May 13, 2010 at 08:50 AM
Keith - It's a toy, kind of like Silly Putty but in prettier colors and larger quantities.
zenzonechick - I agree. It really personalizes it.
Posted by: Average Jane | May 13, 2010 at 09:03 AM
Nice overview of the campaign - I liked the play-by-play from beginning to end(ish). Thanks for the write-up!
Posted by: Angie Pedersen | May 13, 2010 at 04:31 PM
Does it stick to the carpet?
Posted by: Erica M | May 14, 2010 at 02:32 PM
That would stay clean-and-clear about 2 seconds in my house before it turned into a Liquid Display-of-Captured-Pet-Hairs. And I can only imagine what horrible things the children would do with it.
But kudos on your great campaign recap!
Posted by: Stacey | May 15, 2010 at 07:26 AM