Lindt's social giveaways get consumers hooked on new product
Lindt Chocolate is enticing autumn fans early as the summer comes to an end with activity recommendations accompanied by alluring fall-themed images on Instagram, with a series of contests on Pinterest, Facebook and Twitter promoting its new pumpkin-flavored product.
The chocolate brand is putting a fall spin on its classic Lindor truffles by launching a Pumpkin Spice flavor and making sure consumers know about it ahead of the autumn season. As many fans take to social media to engage with autumn-related content, Lindt is hoping to connect with them through a series of fall-themed contests and pushes on multiple platforms.
?The pumpkin spice economy was placed at $500 million dollars last year,? said Laura Sossong, senior consultant at BRP. ?By launching compelling social media campaigns and partnering with a contemporary boutique hotel group, Lindt USA will distinguish themselves as a more artisanal and exclusive offering, adding to its marketplace appeal.?
Fall frenzy
Lindt?s Pumpkin Spice truffle makes its debut this fall along with a series of giveaways on social media to grab users? attention, and hopefully get winners hooked on the new product. Pinterest users are being encouraged to pin content from Lindt?s Fall Favorites board to their own for a chance to win.
The chocolate brand will select five winners at random to receive a year?s supply of Lindor truffles. Entries will be accepted from September 22 to October 26. Users on Facebook, Instagram and Twitter will be able to tag a friend in the comments of Lindt?s fall-themed posts from a chance to win two bags on the Lindor Pumpkin Spice truffles.
The tag-a-friend contest will run from October 19 to October 29 and 16 winners will be selected at random.
Instagram users will be enticed by a series of photos and posts describing various fall activity tips. For instance, one post shares ideas on how to create a gourmet fall picnic by bringing craft pumpkin-flavored beers and Lindor Pumkin Spice truffles.
The brand will also be giving away the new truffles to guests staying at various Lark Hotels locations throughout New England.
Social media giveaways
Kind Snacks similarly invited consumers to acknowledge their appreciation for family members and friends by sending them an ecard through Facebook, Twitter or email, which asks the recipient to input his or her address to receive a complimentary Kind bar (see more).
Ferrara Candy Company?s Trolli brand translated its brand quirkiness for a chatbot on Facebook Messenger that offers a range of activities in chat form, and also included giveaways and several surprises meant to appeal to young users (see more).
?For these types of campaigns to be successful, the content produced must be exciting, compelling, and stand out as a call to action to potential consumers,? Ms. Sossong said. Today's consumer digests information at an overwhelmingly rapid pace, so being innovative is an absolute must."
