A “Social” Social Media Campaign

by Matt Riopelle | September 8th, 2010
Social Media

I recently clicked a Facebook placement ad that directed me to a social media contest for Sweet Leaf Tea. Nothing special there – those contests are a dime a dozen. At first glance, this one wasn’t much different. They had the compelling giveaway, user contributed media, a contest landing page. You know, the usual ingredients. Ingredients that don’t usually compel me to participate.

Sweet Leaf “Sweet Spot” was different. I immediately wanted to jump in for two simple reasons.

First, it didn’t ask me to do anything that I don’t normally do in social media. To enter the contest, Sweet Leaf was kind enough to accommodate my already ingrained habits. All I had to do was tweet a photo (with the product, of course) with some hashtags. Normal. I share photos all the time. And I if could put #hashtags #on #everything #I #say, #I #would. Anyway, the contest meshed with my social media MO. Awesome.

Second, the contest isn’t won on popularity or even creativity. That would have put me at a distinct disadvantage and they’d have lost me there. Happy me, it’s won on your network. If you look at the photo gallery, it’s not one people are going to scroll through to find their favorite. Too much work. No, winning is almost entirely dependent on the contestant getting their friends and followers to vote for them through the dedicated link (my entry from my favorite big red couch) (I give you permission to take a break from reading to go vote for me) (seriously, do it now) (thanks, now read on) Sweet Leaf provides. That amounts to a lot of sharing and a lot of exposure for Sweet Leaf.

I don’t know about you, but I think this is a pretty solid strategy for getting a brand in front of more potential fans. So, well done you socially savvy tea company. You got me. And hopefully 300 or more of my friends too so I can win this thing!