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Social fairy…have you been touched?

Milly Diaz
Milly Diaz
Associate Director of Social Media
16 November 2010


According to a blog I just read, there’s apparently an American Express fairy lavishing gifts upon tweeps chatting about their product. Talk about booking a trip using Amex points on Twitter and you could find yourself awarded with tickets to a concert in that city compliments of the card company…and other similar cool stuff.

In this day and age, being on the receiving end of a random act of kindness is as rare as spotting a double rainbow. People touched by the fairy undoubtedly become more engaged and evangelise on behalf of the brand. For brands, taking that extra effort and making personal shows of appreciation might be better than all of the ‘tweet xyz’ for your chance to win a new shiny trendy gadget that clogs the platform.

One of my colleagues brought up a point that I’m sure will cross a few of your minds regarding the Amex Twitter fairy’s activities – charming and thoughtful-pah!…isn’t it a bit big brother?

The Twitter fairy doesn’t make many appearances for American Express so we assume that they’re not sending him/her in ‘out of the blue’ into the life of someone who isn’t at least a fan or follower of the brand on a social network.

If I was advising a client on doing a similar type of thing, it’s the first piece of advice I would give…it’s a good thing to do for engaged consumers. If you come in completely out of the blue into the consumer’s life you may risk alienating them!

Have you been touched by a brand fairy? We’d love to hear about your experience and how that’s effected your perception and relationship with the brand.



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