29 Jul Liebig's Eat your Tweet
Get a free sample of soup with your tweet in it. Eat Your Tweet is a social media operation in which the digital and the real meet. The hundreds of internet users who criticised the brand on Twitter physically received their tweet, reproduced in the form of alphabet pasta. By inviting them to eat their tweet in the real world, Liebig managed to change their opinion and put an end to the bad buzz that was beginning to seriously damage the brand’s image.
Besides its originality and the role it played for the brand’s image, the campaign is also interesting as it sheds light on how digital and physical marketing can be merged together. In this case, the ability to target specifically those who tweeted against the brand can serve as great reference for future ideas applied in different contexts.