This Facebook Tea Promotion Campaign Mails Out Letters & a Matching Scent
Laura McQuarrie — July 5, 2014 — Lifestyle
References: stick-stick.jp & en.rocketnews24
As part of a tea promotion for its new Tea Heart Stick, instant coffee drink maker Blendy Stick devised the 100 Kaori Letter campaign. Scent is a powerful thing and the smell of a delicious cup of coffee or tea can be just the right thing to wake you up or help you settle down.
To show off the fruity flavors of the new Tea Heart Stick, the 100 Kaori campaign lets you send a letter to someone on Facebook, which will be accompanied by a scented wooden chip with a fragrance of your choosing. This includes scents on a virtual shelf full of smells like Grapefruit & Black Pepper, Ylang Ylang & Rosemary and Rose & Chamomile Roman. Daily, 30 letters and fragrances will be sent out until a total of 1,000 letters have been sent—meaning that the campaign will come to a close in about a month or so.
To show off the fruity flavors of the new Tea Heart Stick, the 100 Kaori campaign lets you send a letter to someone on Facebook, which will be accompanied by a scented wooden chip with a fragrance of your choosing. This includes scents on a virtual shelf full of smells like Grapefruit & Black Pepper, Ylang Ylang & Rosemary and Rose & Chamomile Roman. Daily, 30 letters and fragrances will be sent out until a total of 1,000 letters have been sent—meaning that the campaign will come to a close in about a month or so.
Trend Themes
1. Fragrant Mail Promotions - Opportunities for businesses to leverage the sense of smell to enhance their marketing campaigns.
2. Personalized Virtual Gifts - Opportunities for businesses to create personalized virtual gifts to enhance customer experiences.
3. Virtual Sampling Experiences - Opportunities for businesses to provide virtual sampling experiences through scent.
Industry Implications
1. FMCG - Fast-Moving Consumer Goods (FMCG) manufacturers can leverage fragrance to promote their products.
2. E-commerce - E-commerce retailers can create virtual sampling experiences using scents to enhance the customer experience.
3. Hospitality - Hotels and resorts can create personalized virtual gifts with scents to enhance the guest experience.
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