For the upcoming 'From Mass to Grass', the CMA's Word of Mouth Marketing Conference a challenge was put to me. In 300 words of less what is your best WOM campaign for the ultimate consumer product Chia Pets. Here goes after 5 minutes thinking, sadly that will show in the quality:
Chia pets are obviously something that nobody needs, everybody knows about, and a handful love (you've probably already identified that person from your circle.) Chia Pet is the ultimate frivolous gift. Even the biggest haters deep down wants to receive one, even if the kitsch only validates someone knows you exist enough to bother giving you one.
Therefore lets harvest the Chia lovers and make a space for their Chia love. Everyone knows what a Chia Pet does, but what does it do that we never knew? We create a Chia Hacks space online through a wiki space like Wetpaint to serve as the aggregator home of all hacks Chia. Whether it's videos on hosted on YouTube and the like, images or anything else that sprouts on intimate objects.
Reach out to Chia lovers and challenge them to do what we never you could do. Reward with new and special edition Chia Pets. These guys are your first recruits. As it rampsup add an R&D lab too as delightful tidbits of chia sprout all over the interweb. From there mirror sites for other As Seen on TV products are the natural next step. Spray Hair Hacks or Magic Bullet Hacks (actually that one's already started.)
There you go my Chia friends...
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