March 19, 2007
For those of you who may not remember, last December Stormhoek released an online voucher for 40% off any wine or champagne in any Thresher store. And it went viral. Besides making the national news, it generated £15million [Fifteen million pounds] of business for Thresher in only a few days. Besides that, it trebled Stormhoek sales for the time it was running [and not just in Thresher, but everywhere in the UK].
So yes, it was a good outcome. Which is why I want to do it again. Another good outcome is always welcome around here etc.
Sure, you could argue that Thresher virus was also a fluke. We had zero control over the outcome, all we did was post it online and see what would happen. But that’s why they’re called “viruses”: Because they’re unpredictable. If they were predictable, we’d call them something else.
Anyway, I pitched Jason on it already. He’s pretty skeptical that we can make it happen again– “Lightning never strikes twice” etc. But I’m thinking it might just work because:
1. There are a lot of people who already know about the last voucher. So there’s a level of baked-in “fame” already there.
2. There are already a lot of people out there who used the first voucher. They know what they got out of it, so they might be willing to use it again for similar reasons.
3. The people who missed it first time around might be willing to have a go this time.
In short, I think there are enough people out there wiling to have another go at redeeming the coupon one more time, even if this time the story isn’t as newsworthy to break into the mainstream media machine like it did last time.
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