Ben & Jerry’s “Fair Tweets” campaign is cause marketing (in the form of social marketing) and social media (in the form of a brilliant Twitter application).
Using the KISS theory (Keep It Simple Sweetheart), this campaign offers an impossibly simple way for people to join Ben & Jerry’s in promoting Fair Trade Day (May 14) and the cause of fair trade, in general.
Ben & Jerry’s helps you recycle unused Twitter characters by auto-replacing them with a message and link to an article about fair trade. I’ll say it again: BRILLIANT!!!
See how it works in this short video.
Ways to participate:
- Fair Tweet from Ben & Jerry’s microsite
- Or, install an extension for Firefox or Chrome to make Fair Tweeting even more convenient via your browser
- On the go? No prob. Of course you can Fair Tweet from your phone too, duh.
This integrated marketing effort is another activation of the brand’s authentic commitment to cause. ”We’re a company on a mission,” doesn’t ever feel like cause-washing when Ben & Jerry’s says it. Can you say that about your cause marketing activities?
At this moment in time, 439,454 Twitter characters have been committed. That equates to millions more Twitter-addicted eyeballs on the Ben & Jerry’s cause message (and as many potential retweets). You can bet your sweet tweet they are tracking those link click-throughs. Not too shabby.
In addition to the actual Fair Tweet tweets, the hashtags #FairTrade and #FairTweets also help expand the reach of this campaign on Twitter. And, of course, this story is also teed up to the traditional media and blogosphere as a Fair Trade Day and/or social media innovation feature story.
You can learn more about Ben & Jerry’s focus on Fair Trade in the “Activism” section of its main website here.
I’m looking forward to learning more details about the results of this clever campaign “fairly” soon—-hee hee 🙂
OK, gotta’ get back to work dreaming up some innovative, brilliant, win-win, cause marketing ideas now! Ba-bye! Trisha