The Marmarati
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We Are Social Follow
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The Marmarati
Dec. 15, 2009•0 likes•7,423 views
40 likes
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Here's an overview of how we helped Unilever launch their new, stronger, "extra-mature" Marmite in social media. The campaign is still in progress as at December 2010.
We Are Social Follow
The Marmarati
- Launching ‘Extra-strong’ Marmite in social media
- Marmite… You either love it or hate it
- But ‘extra-strong’ Marmite?
- You have to be CRAZY for it
- So we found the crazy Marmite Lovers
- On facebook
- On twitter
- On blogs
- On YouTube
- We invited them to a very special and exclusive event
- With a luxurious Victorian theme
- Where they were inducted into the ‘First Circle’ of Marmarati
- A Victorian style club, seeking new members to help create an ‘extra-strong’ version of Marmite
- With a blindfolded tasting
- To feedback on 3 possible recipes
- And discuss them with Unilever
- Over some Marmite cocktails
- Members received a certificate
- We instructed them to spread the word
- On their blogs
- On twitter
- On facebook
- We engaged with them afterwards as the Marmarati
- Dedicated twitter account
- Exclusive facebook group
- And revealed our website
- And revealed our website
- Where you apply to join
- By proving your love
- And encourage friends to vote!
- The Marmarati who are chosen will receive one of only 200 commemorative jars of the ‘prototype’ extra-strong Marmite
- We asked the First Circle which jar design they preferred
- Who asked their readers for help
- The rest of the campaign will unfold in early 2010… marmarati.org