Even though Boeing company has brought great success, hey had an issue with a letter send by an 8 year old kid that wanted to recommend Boeing to build one of his plane designs. The sketch of the plane was mailed tp Boeing company and reviewed by Boeing.
Harry Winsor, an 8 year old kid from Colorado, was the sketch artist of this potential "Boeing Airplane". Harry lives with his dad John Winsor who is the CEO of an ad agency Victors & Spoils.
After the drawing was received from Harry Winsor, Boeing company proceeded to reply to this letter as as if it was coming from a 28 year old executive from a prestige company.
Following regular procedures, Boeing send a letter back to the kid explaining him all of the legal terms and replying to this 8 year old kid as if he was a regular consumer.
As son as Harry's dad, John Winsor saw the reply from Boeing, he started posting blogs and comments on his Twitter page. The reason why he decided on doing this is unclear; however, I believe that John realized that he could potentially advertise his company through Free social media campaign. Weeks later his Twitter, Myspace, facebook, etc pages were visited by thousands of fans that read his article and saw his comapny.
I believe that Social Media is a great way of capturing a broad audience and an awesome tool to market yourself or even your company.
John knew what he was doing from the moment he started creating a "buzz" about how Boeing treated his 8 year old kid as an adult.
To conclude everything, I believe that e-marketing is a great tool to reach out to consumers.
Medias like:
Are great ways on reaching to consumers. Even though we are not interested in John's firm, we know now that it exists. This is all thanks to social media and e-marketing.
www.myspace.com
I agree with you that emarketing is a great way to reach out to consumers but like you said it can easily back fire. Thinking it might be a good publicity stunt, it can very well annoy those who might think that this story was not media worthy. :]
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