The fastest way to build buzz for a new product launch? Move your product focus group to social media before the launch.
Heinz recently developed a very successful social media campaign for its new product—#Mayochup, a mayonnaise-ketchup hybrid—by doing exactly that.
The campaign was designed to encourage user involvement from the beginning. The company started with a simple poll on Twitter, asking whether U.S. consumers were interested in a ketchup-mayonnaise blend. If 500,000 people voted yes, Heinz vowed to make it happen.
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