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The Wheat Thins Are Listening

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When the company behind the Wheat Thins brand of crackers did some social media monitoring, they realized — perhaps to their dismay — that people, of course, don’t have mind-blowing brand experiences with the crackers. They just like them. They’re a part of a nice snack, said the monitoring.

So the marketing team decided to give some of the biggest fans a mind-blowing experience anyway — they’d pick people who’d tweeted positive things about the crackers, show up at their door, and give them a lifetime supply of crackers.

See in the full case study from MarketingProfs how they study prospective winners’ tweets and decide who to award the gifts to.

These two videos demonstrate the surprise gifting:

Related articles:

• Twitter user tweets about Wheat Thins shortage, company sends her a pallet of them (inquisitr.com)
• Wheat Thins Spies on Your Tweets (thedenveregotist.com)
• Food Brands Get Sociable on Facebook and Twitter (mediadecoder.blogs.nytimes.com)
• Talk about Wheat Thins, and they’ll find you (adweek.blogs.com)