How
fun do you imagine it would be to see your design wrapped around paper packets of tea leaves and
herbal blends? No, really, how fun?
Because that’s what UK-based Lancashire Tea is looking to strike interest in. The tea
packager has tapped The Rehab Agency, a marketing consultancy, to produce three designs, which,
along with the original graphic, has been put up for a vote on
Facebook, according to Packaging News.
Voting goes until December 1, and interestingly enough, once the results are tallied, if a new
design wins top honor, Rehab gets paid in full. If the original gets gold, however,
Rehab will, according to managing director Janie Ash, receive a “much reduced
fee.”
A Small Tea-Drinking Constituency
Of course, Lancashire’s Official Tea Club group isn’t buzzing with activity in light
of this month-long event. It’s member page touts under 300 people, and just two dozen
individuals have bothered to speak their peace about the Rehab project.
But the social networking endeavor is curious nonetheless. Especially when sized up amid other
marketing efforts on the social Web.
Not the First Social Marketing Experiment…
You may remember that mega toothpaster Crest partly crowdsourced an ad run on
YouTube this summer.
And how about Microsoft’s I’m a
PC venture, in which the public was urged to record video confessionals and contribute their
efforts to a collage of Windows-themed spots? That turned out to be quite the attention-getter.
Let’s not forget the ever-infamous Facebook
Beacon experiment, either, in which users were involved in a social advertising experiment
that quickly drew majority ire for its seeming underhandedness.
…Certainly Not The Last
What’s next on the social marketing menu, then? I call for a new design of watermelon. Oval
is so over. Square is…square. I pitch another parallelogram. What say you?
Imagery provided by iStockPhoto/Bryngelzon; Crown Melon
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