The objective of the campaign was to drive fan growth on the Pretzel Crisps Facebook page by increasing the number of likes bestowed upon the brand. The strategy? Reward fans of the brand with deals when they join the community.
At February’s tail end, Pretzel Crisps posted its first coupon, a $1-off deal, on its Facebook page, and the number of fans jumped from 5,000 to 12,000. The original $1-off coupon was quietly replaced with a “buy one, get one free” coupon. There was no promotion, no status update and no pricey public relations or advertising push announcing the change. In a repeat performance, within 36 hours, Pretzel Crisps doubled its fan base.
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