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You’ve joined the conversation. Now what?
It’s time to start fueling it.
We got a unique glimpse into fueling conversation yesterday when Groupon launched its first-ever nationwide deal to the Gap and created a buying frenzy by offering a $50 gift card for $25. At the peak of the day, the site was selling 10 Groupons per second and having trouble keeping up with the traffic.
Last month, it was the Old Spice Guy. The highly interactive YouTube video campaign drew audiences in not only because the content was clever, but also because we were all in awe that it was being published in near-real time without sacrificing quality.
On the surface, these two examples look nothing alike. One was purely branding, while the other was purely promotional. Old Spice was delivered through video on YouTube. Groupon was delivered through email. But dig deeper and we see that while neither was initiated through Facebook or Twitter, these channels played a critical role in both cases.
Originally From ‘Social Media Is About Content, Not Platforms’ | Published August 20, 2010