Red Mango® Introduces New "Honey Badger" Frozen Yogurt Flavor Using Only Social Media
Red Mango, the chain that is pioneering the self serve, personalized concept for frozen yogurts has introduced its newest frozen yogurt flavor called "Honey Badger." What is intriguing is they are solely utilizing social media as the launch media.
The first-ever social-only flavor launch from Red Mango follows the similarly named feisty animal that won millions of viewers in a YouTube sensation . Red Mango claims that's the frozen yogurt flavor "buzz" is already showing solid consumer acceptance on the store menu And online posts of fans of Red Mango.
"We wanted to show the true power and influence of our social media audience by speaking directly to them with our brand new flavor, and letting them decide where to take the message," said Dan Kim, founder and chief concept officer of Red Mango, Inc. "The reaction has been huge and, once again, it shows the reach that consumers have to share the love."
To keep the campaign true to its social media roots, Kim announced the Honey Badger flavor on Facebook, Twitter, Pinterest and Instagram, limiting the only thing in stores to the flavor label. With the irreverent message "Try it...or not. We don't care." the new flavor is winning appetites in an online dialogue that has crowds of people talking:
Memorable New Product Launches are Using Social Media
Social Word of Mouth Key to lasting Consumer Engagement according to Julie Hall of Schneider Associates, the creators of the Most Memorable New Product Launches annual survey.
The 2011 Launch Survey had some interesting facts supporting Social Media enabled new product launches:
- 40% of consumers used Facebook to learn about new products
- 42% of Marketers are using QR codes in 2012.
- Early Adopters need to make a connection with the brand and QR codes do this really well. It takes their excitement and spreads through Social Word of Mouth. Grocery early adopters are not necessarily the same as technology early adopters.
- Social sites like Pinterest will become more influential in word of mouth and getting consumers from undecided to decided.
A recent blog post illustrated the power of social media conversions to revenue: Pinterest Drive More Revenue as a site Referrer shows a leader retailer found that customers referred over to their site from Pinterest spent almost twice as much as those referred over from Facebook.
Social Word of Mouth is fast becoming the choice of foodpreneurs as well as the larger brands.
Here are some recent examples for food entrepreneurs to see how word of mouth is moving to social and becoming and powerful and affordable new product launch vehicle
Sample Tweets from Red Mango Brand Fands
@fleurdelyss: Saw this yesterday and could not stop laughing.
@bri8blue: #honeybadger and dark chocolate yummy! @DanKimRedMango @RedMango pic.twitter.com/iWwsLN9c
@jasieeubanks: what does it taste like?
@MikaelShort: They have They have a new Honey Badger flavor.. With peanut butter... YUM. (@ Red Mango) 4sq.com/KYIlAt
@KendellSimms: @NatalieL33 @bethamig Red Mango in Legacy has a flavor called Honey Badger today!!! #thoughtyoushouldknow #hilarious
@xoxoMegan96: Definitely wanting to try the Honey Badger frozen yogurt at Red Mango!! #honeybadgerdontcare
A Recent Email Blast from Red Mango
Thank you for taking the time to read this short email.
Hopefully, you've heard about my newest frozen yogurt flavor called "Honey Badger." It's something that I'm very excited about, not only because I know you'll love the flavor, but also because it represents the fun and quirky culture of our company.
You can read about "Honey Badger" on our Facebook page: http://facebook.com/redmango
Now, I'm onto my next flavor project. I think it's going to be something you'll also love, and I'd love your help with it!
I created a short & easy 3 question survey that'll take you less than a minute to complete. One of the survey questions may not make sense to you now, but I promise you that it will over the next few weeks! And by participating in this survey, you will have played a part in my next frozen yogurt creation! =) (note the question is Have you ever heard of Love Potion #9?)
The survey is here: http://redis.gd/danlovepotion
Again, thank you so much for taking the time to read this email, and hopefully for taking my quick survey!
Red Mango FounderCopy HTML to clipboard Has word2cleanhtml helped you? This is a free service and we hope it has helped you. If you would like to say thank you, you can make a small contributi