Customer "selfies" prove to be assets for brands


"Selfies" can be extremely valuable to a brand. MarketingProfs has posted an article with some reasons. In fact, many brands are actively trying to get selfies from their customers. American Apparel, Kenneth Cole, Axe and T-Mobile are some of the many brands who launched selfie contests in 2014.

I'd like to focus on one particular example that has been largely overlooked. General Mills recently reintroduced French Toast Crunch. The cereal, discontinued in 2006, was shipped to seemingly random supermarkets between December 2014 and January 2015. Many fans had to hunt it down. Once they found it, they did the modern standard: they took a selfie with their box and Tweeted it. Since the relaunch rollout started, General Mills has been retweeting pictures of their customers with French Toast Crunch.

General Mills has nothing to lose with these retweets. The customers themselves love to be recognized by an account with the coveted blue checkmark by its name. For those that have not yet purchased, seeing real human beings flaunting their bright red boxes of maple goodness sparks feelings of envy that other types of promotion do not. Last month I posted about the Fear of Missing Out, using envy for B2C marketing. This is yet another example.

Do you use selfies for social media marketing, and if so, how?