Almost everyone likes free pizza party. WOMMA member House Party proved this with a word of mouth marketing campaign that has 2,000 people opening their doors to friends and Domino’s pizza boxes. House Party finds socially active brand ambassadors to send coupons for free goodies, be it Domino’s or any of their other clients. The ambassadors aren’t paid through anything other than free products. In exchange they are encouraged to blog about it and tell their friends. It’s reminiscent of Tupperware parties, but this time the product has a wider audience because, well, free pizza.
The full story at Buffalo News:
http://www.buffalonews.com/145/story/717188.html
Duke Snyder 7:00 pm on July 1, 2009 Permalink
Isn’t this posing an ethical question in blogging about a product of which you have received in exchange for having agreed to write a post about?
Pat McCarthy 1:54 pm on July 2, 2009 Permalink
You bring up an interesting point. There are a lot of people trying to decide the degree to which bloggers should reveal any compensation for their reviews. House Party has their advocates blog about their experiences on House Party’s own website. Since it is clear that the advocate is writing the blog to promote their party or talk about the experience on House Party’s site, it is reasonable to believe any reader of the blog would know that there had been free giveaways. That being said, any reader can judge for themselves whether the advocate was persuaded by free items.
The blog, however, is just one aspect of House Party’s marketing. The key to their strategy is how much consumers trust the opinions of people they know. If the attendees had a good time and liked the product, they will naturally talk to other friends about it.
Thanks for the comment Duke!