Imagine having one of your posts shared over 44,000 times without spending a penny! That’s exactly what happened last week when Groupon promoted a new offering, the Banana Bunker. While it may not take a rocket scientist to figure out what this thing does, we admit its intended use can definitely be a cause of confusion at first glance.
It’s counterintuitive to think that “going with the flow” would win out over planned execution, but Groupon’s team created a special brand awareness opportunity by doing just that. Their brand improvisation and fun responses contributed to their post going viral. Not only that, the post’s performance has been highlighted by leading publications such as Adweek, Business Insider and Forbes, building even more buzz.
To be fair, their improvised responses were a part of a carefully coordinated plan. They anticipated what types of responses they might get on the product offering, made a decision to respond to every post and, most importantly, remembered to have fun. Their efforts not only created their most successful social media campaign to-date, but also led to the Banana Bunker selling out in hours. We can all take a lesson from Groupon. How can you let loose and have a little fun with your brand? #brandimprov