Ben and Jerry's Promotes the Fair Tweets Campaign
Jamie Danielle Munro — May 9, 2011 — Social Good
References: creativity-online & digitalbuzzblog
To promote World Fair Trade Day on May 16th, Ben and Jerry's has come up with the Fair Tweets campaign. By using the Ben and Jerry's Fair Tweets app, your Twitter account will automatically turn unused characters in your tweets into a message promoting fair trade. Tweeting never looked so sweet.
The company realized that most people rarely use all 140 allotted characters of their tweet, so Ben and Jerry's decided to put this waste to better use. The tweets with the Ben and Jerry's Fair Tweets app vary each time you post a message depending on how many characters you have available. No matter what, the message is bound to be positive and rewarding for anyone who supports such a great cause.
The company realized that most people rarely use all 140 allotted characters of their tweet, so Ben and Jerry's decided to put this waste to better use. The tweets with the Ben and Jerry's Fair Tweets app vary each time you post a message depending on how many characters you have available. No matter what, the message is bound to be positive and rewarding for anyone who supports such a great cause.
Trend Themes
1. Fair-trade Integration - Integrating messages promoting fair trade into social media platforms presents an opportunity for brands to raise awareness and engage with audiences in a meaningful way.
2. Creative Social Campaigns - Creating innovative social campaigns that utilize unused characters on social media platforms can attract attention and generate positive brand associations.
3. Conscious Consumerism - The increasing demand for fair trade products and the willingness of consumers to support socially responsible brands fuels the growth of conscious consumerism.
Industry Implications
1. Food and Beverage - The food and beverage industry has the opportunity to align with fair trade initiatives and utilize creative social campaigns to promote their ethical practices.
2. Social Media - Social media platforms have the potential to integrate fair trade messages and become a catalyst for conscious consumerism.
3. Non-profit Organizations - Non-profit organizations focused on fair trade can leverage social media platforms to amplify their impact and engage a wider audience.
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