a single source, nothing corroborates it
Offer a small favour to everyone who replies
Doing something specific and personal for anyone who answers converts passive followers into people who talk about you, because a favour creates an obligation to return it. Designing the favour so the result is something they display, an avatar or an image they post, puts your branding on their account rather than yours.
The method
- 01
Offer a small personalised favour to anyone who replies, since doing something for someone first creates an obligation to reciprocate.
- 02
Offer to do something specific for anyone who replies, which converts passive followers into people who talk about you.
- 03
Design the favour so the finished artefact is something people display: when users adopt the customised avatar, your branding sits on their account rather than yours.
What it returned
- 400
Fast offered to add a branded helmet to the profile picture of anyone who replied, and made about 400 of them.
Author cites Spotify, Airbnb, Postmates and Wendy's using this pattern.
Recipients shared the images and switched their profile pictures to the branded versions.
Sources
- How brands make friends on TwitterHarry Dry · Marketing Examples · How brands make friends on Twitter · undated
- My Twitter Inspiration HandbookHarry Dry · Marketing Examples · 10/ “Reply and we'll...” · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
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