In this exclusive presentation from the Social Commerce Summit, former Walgreens Head of Social Media Adam Kmiec presents a case for the 'Return on Amazing' for word of mouth marketing
campaigns. Kmiec looks at wins Coca-Cola and his time at Walgreens among other campaigns.Be the first to see great presentations like this one by attending eTail West 2013.Download the Agenda Now!
...But when I think about amazing ideas, when I think about really amazing ideas, I think about what Nike did. Started as a shoe company, got into a pair of natural interline extension and then they come up with this idea of Nike Plus. I think how brilliant this is. All right. Adidas is really the ones known for running and I know we're technically in Boston so we have to give some shouts and a New Balance team, too. I saw some folks working around here from New Balance. By the time when Nike launched Nike Plus, they completely locked out every other competitor by being able to work with Apple exclusively. I mean, what was Adidas going to do? Go work with Microsoft on the Zune? They could probably--I mean, it just doesn't work, right? That's what amazing does though. Amazing gets you amazing partners, who want to help be part of amazing experiences. It happened to work. 40% of people who ended up joining, they didn't know Nike Plus initially. They known--they weren't a Nike customer. Now think about that. That's loyalty. That's transition. That's game changing.
And then they brought things like the FuelBand, which I'm addicted to. Like anyone else who has a FuelBand? Like I walk now like way more often than I probably ever did before. I don't know what Fuel means, by the way. I have no idea what Fuel means. But I know that if I don't get my Fuel goal, I'm really irritated by it.
The thing is it doesn't have to be big and I think sometimes when we think about social, we think about these really big things. You kind of get tripped up into, "How I make this happen. It's so big, product development, always this big." It doesn't have to be big. I love this. I absolutely love--not for the message. The message is great. But here's what I love. Now, when you do something like this, you get someone who says, "I think it'd be the most amazing thing if you actually made Oreo cookies that were rainbow colored." Now, how awesome would that have been Kraft actually came up with like a limited run, 100,000 packages, and just let people bid on them?
It's not like it can't get done because when you think about what Kellogg's did recently; the lead singer, Tim Burgess, of the British rock band, The Charlatans, recently tweeted that he wanted to have his own cereal and started going back and forth. And so Kellogg's like in the stream of conscience said, "You know what, we're going to give you your own cereal. We're going to make it just for you. It's going to be called Totes Amazeballs." I'm serious, Totes Amazeballs.