Many Apply. Few Cut the Mustard.
Do you consider yourself an individual with good taste? Now you can allow Grey Poupon to be the judge of that. The Dijon-style mustard brand has launched a new online marketing campaign emphasizing elite taste. As part of the campaign, their Facebook page now features an application for fans to submit in order to “like” their page. Grey Poupon only accepts the most refined applicants.
Here’s how the online promotion works: The brand will scan users’ profiles based on their proper use of grammar, art taste, restaurant check-ins, books read, music preferences, and movie selections. Other criteria include measuring your number of Facebook friends, your place of residence, your company page’s number of likes, and even what “curiosities and tastes” you have. Those who attempt to like the page without applying are automatically turned away.
It may seem extreme, but Grey Poupon’s goal is sparking publicity and the exclusive Facebook marketing campaign is working. It has created buzz and gained national attention on E!’s Chelsea Lately, The New York Times, ABC News, and countless others. This is just the first step of Grey Poupon’s social networking revisions. They plan on rebuilding a Pinterest page, enabling customers to see, pin, and share brand visuals and other content easier.
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