My wife Tweeted me this morning to tell me that I have an unusual FedEx package waiting for me at home today, five chocolate grasshoppers and a link to this video:
It turns out that 5000 of the most influential people in North America have been sent five chocolate grasshoppers with the hope that they will inspire, engage conversation and raise awareness for the services of Grasshopper.com (formally gotvmail.com).
Several brands are reaching out to America’s entrepreneurs, looking to them to be the ones who pull us out of the great recession (with the aide of their business products, of course). Grasshopper.com pimps out a small business’ phone service to make businesses look bigger than they are.
What does this have to do with chocolate? I have no idea, but I’m always up for a bribe and an ego stroke. I have a feeling that there are other bloggers in the 5k list who are similarly motivated.
There’s a good lesson in the combination of direct mail and influencer outreach, particularly in the digital space. You might remember the well-received outreach program which recently marked the opening of “Coraline” in which 50 bloggers were sent handcrafted boxes of movie relics taken directly from the film. I worked on a program last fall with War Child in which we sent several bloggers an empty pre-post paid box addressed to the Congo with a message requesting knives for child soldiers. The idea was to underscore the point: if you’re doing nothing to stop it, you’re actually supporting the use of child soldiers.
The Coraline campaign was amazing, and the results of the WarChild outreach returned above our goals.Â This trend is a good one and most bloggers are always up to reviewing free samples. ( This blogger included. Hint Hint: beer companies, Triumph Motorcycles, Apple computers and the Tesla Roadster 😉
Unfortunately the Grasshopper.com 5k entrepreneur outreach program is a creative and radical trust meh. The message from the chocolate is not integrated well with the message in the video, yet technically this a good mass awareness play… Let’s see if it returns more than the typical woulda-shoulda-coulda pundit response from the blogosphere (as I have just done, proving that this campaign is a success… so meta ).
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