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Ben & Jerry’s Fair Tweets Campaign

May 19, 2011

BJ-FairTweetsBen & 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

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Filed Under: Miscellaneous

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