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Shelby Kraus Shelby Kraus wrote:March 3rd, 2010

Social Media Make Muffins Disappear

Intern HeroAs we all learn more about the power of social media we are also learning about the best uses of it. Not every type is right for every business. We’ve seen businesses make mistakes of trying them all on for size and ending up with a mess.

It is just like public relations, advertising or marketing, there are strategies and tactics that work well for certain audiences as well as what you are trying to sell. One of my favorites and one of the most effective social media campaigns is the Intern Hero campaign orchestrated by Little Debbie (a brand of cookie- and cake-based dessert snacks from McKee Foods Corporation headquartered in Collegedale, Tenn.)

Wanting to reach the college demographic, Little Debbie decided to reward our nation’s interns and to promote Little Debbie Muffins. It created a campaign that caught on quickly. The summer of 2009, Little Debbie gave out 200 large sampler boxes of Little Debbie muffins to currently employed interns in the continental United States.

All they had to do is take a picture of themselves with a sign asking for muffins. Little Debbie put up a Twitter page, Facebook page as well as a blog where they posted these antics.

In the end, “everyone” was talking about it. People were blogging about it. That means people were reading about Little Debbie muffins. ¬†And, when you go to the store this week, you just might buy Little Debbie muffins.

The success of this campaign came from the fact that it was simple, targeted, viral, and fun! These are all elements that are needed to make any social campaign a success.

Now, I’ve not tried the muffins, but Little Debbie is a staple at my house. My favorite is the Swiss Cake Rolls – what is your favorite?

Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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