The adoption by the Boston Red Sox to twitter contests to score new followers has gotten me thinking about real time, location-based instaoffers. (Yup, just made up a term and a word).The latest by the Boston sports franchise is #tweetmyseat, offering the first tweeter to share his/her location along with a photo of the batter a gift basket. Cool concept, and I’m all over this when I hit Fenway on Sunday (ssh, don’t tell Mom)..but I’m curious if these schemes will offer long-term follower loyalty.
In a similar vein, @BostonTweet offers “find it” contests, sharing a picture of a gift certificate at a location and offering it up to his 20,000+ followers. They’re infrequent and random. Local Social‘s followed suit and used the planted gift card concept to drive followers of UBurger, G’vanni’s, and others to their locations to hunt down freebies.
Are these brands seeing loyalty as a result of these giveaways? Or is this more a viable strategy to drum up new interest rapidly?
We’re seeing a closer-knit brand network as a result of these promotions, and a quick surge in (inter)activity on their online feeds. But to really drive awareness and spread the word about our brands, we’re going to need to leverage some kind of cross-network promotional strategy. We’re working on it. Stay tuned.