Put this at the top of the “brilliant things I stumbled upon today” list. One of my favorite smart marketers, Aaron Strout, had a recent brainstorm while flying and came up with the Brand Haiku idea that 20+ bloggers are having fun with today. Good timing…I wonder if he knew today was “I Love to Write (Marketing Stuff) Day?”
Anyway, Aaron really got me thinking–which is nothing new–and I just couldn’t help but jump into the fray. Oh, Aaron, I think you’re onto something here. I could do this every week. In the meantime, here’s my contribution. Be gentle…I do believe this is my first haiku.
Wireless and coffee
But Panera limits me
I’m not their priority
Starbucks got it right
Brews good coffee and ideas
Serves me and I stay
So, I’m curious, would you or the 20+ participating bloggers have responded differently if this was a branded campaign? Sure, brands can jump in and comment on the haikus or engage in this micro-community in some way…and I sure hope they do! But, what if one smart brand had thought to create this as branded content and give bloggers and others a forum for sharing their perspectives? I’m interested in what the reaction would have been, and how it may have changed the discussion. What do you think?
Either way, thanks to Aaron for the creative assignment. Smart and fun…the best combination. Note to Self: Come up with a brilliant idea on my next flight. Share it.
If you’re new to the Brand Haiku, do yourself a favor and start with Aaron’s post, then conveniently click through from post to post for the others.
…OH, AND A BIT OF HAIKU CONTEXT: Just this week I tweeted about my frustration with Panera Bread. After a really productive meeting over breakfast, I decided to stay, get another coffee and a scone, and get just a bit of work done before moving on with the rest of my day. You see, at least 2-3 days per week, my work has me mobile, so I find my “office” space in coffee shops and co-working spots all over the city. I’m just one of MANY who do the same. Thing is, my time at Panera fell within what they’ve deemed “peak,” when they limit wireless connection to a mere 30 minutes. Panera is on Twitter, but I got no response to my tweet. On the contrary, when I’ve tweeted to Starbucks, whether in the positive or negative, they have replied. Yet another reason why they get my business consistently. Now, if we could only talk about those foursquare specials…
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Since you like Starbucks….
Two years ago Starbucks held a haiku contest. Their Gold Card hadn’t yet been released. They used the haiku content to release a select number of cards and increase online buzz. This blog (not mine) mentions the contest: http://redcouch.typepad.com/weblog/2009/01/twitterville-no.html. See #6
They received over 200 haikus in one hour! I don’t know if the haikus were all positive or not. But I agree with your assessment that brands would be well served engaging bloggers like this more often.
Hi Jennifer,
I did NOT know that, but what a great find. It sounds like they did it on a basic level–getting Twitter users to respond in haiku–but I love the creativity with which the brand got folks to participate. In all honestly, two years ago, I hadn’t quite converted into the Starbucks devotee I am today, so that might explain it. There’s no way I’d miss that now.
Thanks for the comment!