Marmite's Twitter Shop Treats 'Lovers' for Free, While 'Haters' Pay
Laura McQuarrie — July 31, 2015 — Business
References: marmite & prexamples
To promote its special new 'Summer of Love' or the 'Summer of Hate' jars, Marmite opened a Twitter shop that has people pay in a unique way.
The Love Cafe is set up as one that allows people to "pay by sentiment" using social media. Upon entering the cafe, people are prompted to give their social media handle for the platform. From here, a "Love-O-Meter" is used to analyze tweets in order to determine if the visitor is a lover or a hater on social media.
Based on their online attitudes, people identified as lovers are given a free sample of the Marmite Summer snack and a coffee, while haters are required to pay full price. Rather than using social influence as a means to assign product value at this pop-up cafe, anyone with an online voice is eligible to participate.
The Love Cafe is set up as one that allows people to "pay by sentiment" using social media. Upon entering the cafe, people are prompted to give their social media handle for the platform. From here, a "Love-O-Meter" is used to analyze tweets in order to determine if the visitor is a lover or a hater on social media.
Based on their online attitudes, people identified as lovers are given a free sample of the Marmite Summer snack and a coffee, while haters are required to pay full price. Rather than using social influence as a means to assign product value at this pop-up cafe, anyone with an online voice is eligible to participate.
Trend Themes
1. Sentiment-based Payment - Opportunity for businesses to use social media analytics to assess customer sentiment and offer personalized pricing or rewards based on their online attitudes.
2. Rewarding Positivity - Potential for businesses to emphasize positivity and incentivize positive behavior through rewards or discounts based on customer sentiment analysis.
3. Interactive Pop-up Experiences - Growing trend of creating interactive, experiential pop-up events that engage customers in unique ways while promoting products or services.
Industry Implications
1. Food and Beverage - Opportunities for restaurants, cafes, and food companies to incorporate sentiment-based payment systems and reward positivity, creating a unique and engaging customer experience.
2. Marketing and Advertising - Potential for marketing and advertising firms to offer sentiment analysis services to businesses to help them better understand their customers and create personalized campaigns and promotions.
3. Retail - Rising trend of interactive pop-up experiences and social media-based payment systems presents opportunities for retailers to attract new customers and boost brand awareness through unique experiential events.
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