Written by Emma Vetriano • Published 09th May 2012
I can never help but smile and click ‘like’ whenever I come across a selfless campaign by a brand that shows them giving something back to their fan-base.
One campaign that I came across last week, which was no exception to this rule, was the recent Likapella video released by Kraft Macaroni, with the purpose of individually thanking 4,600 of their online fans.
In case you missed the story and have no idea who or what I am talking about, Kraft Dinner, known as Kraft Macaroni and Cheese in America, are a popular and inexpensive convenience food, better known in the USA and Canada. At the end of April this year a post was sent out on the Kraft Facebook Page urging fans to ‘like’ the Facebook post, as they “never know what could happen”.
Two days later – low and behold – a video called Likeapella appeared on the Kraft Facebook wall showing Kraft reciprocating the ‘likes’ of the 4,600 fans that had responded to the post.
Within Likeapella, a barbershop quintet perform a song that individually thanks the 4,600 fans that responded to the original post, name-checking many mid-song and pointing to a scroll containing the remaining fan names.
A fantastic and very shareable piece of content that adds personality to the brand and drives fans to its social feeds as they lie in wait for the next stunt to go off – Note: Yes I am now a fan of Kraft Macaroni and Cheese and yes, I would indeed very much like to have my name sung aloud by a chorus of men in yellow waistcoats and bowties.
You can view the video here:
A couple of other brands that have seen the benefit of thanking their online fan base would be Porsche and Heineken.
You might remember at the beginning of last year when Porsche celebrated reaching 1 million fans on their Facebook page by putting all 1 million fan names on a specially customised 911 GT3R Hybrid car, which now sits in the Porsche museum. However, did you know that when the car manufacturer reached the 2 million mark, they printed the names of all 2 million fans on a Cayman S? You can view the video here: https://2m.porsche.com/
Pretty impressive, right!
Heineken decided to take a different approach and instead thanked their fans with hugs:
It’s really refreshing to see big brands giving something back to their communities and making their fans feel included in their campaigns. Hopefully, this is something that we will see more of in the future, greater emphasis on engagement and building a loyal fan-base over obvious sale pitches that will result in an alienated community.
Cover image courtesy of: Mike Mozart, flickr.com