Pay with a Tweet, Social Whispers, Volga Verdi and Miista have all been involved with a campaign that utilises social influence. They all applied the concept in a different innovative way and many brands have picked up on their successes since.
Pay with a Tweet, a tool similar to Social Whispers that also enables users to sell content or even products for a tweet. Pay with a Tweet bills itself as “the first social payment system where people pay with the value of their social network.” In other words, rather than paying with currency, purchasers of any kind of content tell their friends on Twitter about it instead. Interested content owners simply sign up with Pay with a Tweet, including the download URL, the tweet to be posted and a link to their company’s website. Purchasers, then, follow a “forced viral” model to promote the product in question far and wide.
Social Whispers, a tool that enables users to create viral marketing campaigns by exchanging content for status updates. Created by Glasgow-based web design firm Pretty Klicks, SocialWhispers is named for the potentially significant value that even a single mention on social media such as Facebook and Twitter can have for a brand. The site offers a free web button that content owners can place on their own web pages to “sell” material in exchange for such a “social whisper.” Even brands or service providers can then use the function to help increase the odds that their socially distributed content will go viral. A professional version, meanwhile, offers unlimited buttons, live statistics, automatic URL shortening and more.
Volga Verdi a California-based fashion brand, that offers its customers discounts depending on the number of friends, followers or fans they have on popular social networks. To take part in Volga Verdi’s Exchange program, shoppers begin by referring to a chart on the site listing the size of the discount it offers for the number of friends or followers they have on Facebook, Twitter, Google+, tumblr, Kohtakte or Lookbook.nu. Twitter users, such as, get a discount of USD 7 if they have between 20 and 200 followers, or USD 15 if they have more. To get the discount, they must follow Volga Verdi on Twitter, tweet a specified message about the brand, and then email Volga Verdi to confirm they have taken part. Those on other social networks would need to do similar actions tailored to the social network they are using. Volga Verdi then proceeds to issue a unique voucher code for the corresponding discount.
Miista, a footwear band from London UK, which is not only fashion forward but also digitally an early adopter outshined the competition with its “cheaper with a tweet” campaign in January 2012. To kick-off January sale, Miista.com launched a great twitter campaign that worked almost like a backwards eBay. The “cheaper with a tweet” campaign would decrease the price for everybody every time someone tweeted through the shop page about a specific style. The larger your following, the further the price drops. This was measured using Klout scores, which essentially give every Twitter user an influence rating. An active and average Twitter user has a score of about 20 — so their tweet could cause the price of the shoe to automatically drop by 1.5%. But someone with an exceptionally large following could cause the price to drop by up to 7%.
Check out the individual campaigns by clicking on the brand’s name.