Digital is far too successful for this Jozi company!
A hairdressing business marked the opening of a store in Melrose Arch, Johannesburg by offering a promotion to 30 customers and their friends and got well over 50 000 responses, and in the process could have put out of business. The offer was for a free treatment and chance to be involved in a prize draw for a years worth of free hair treatment. The mail was sent on November 5 and got well over 50 000 application by November 16.
This was the email that went out.
“Well, I hereby formally invite you to indulge yourself at our new Gary Rom Hairdressing salon at Melrose Arch and experience this exciting new concept in South African shopping. All you have to do is forward this e-mail to 10 of your friends and be sure to copy/cc our GM, Mike – firstname.lastname@example.org – and you will receive an electronic voucher for a complimentary Kérastase ritual treatment in our sound-proof cabine, as well as a blow dry, valued at over R500!
But wait, there’s more! Once you have redeemed your voucher at Gary Rom Hairdressing at Edgars Melrose Arch, you will automatically be entered into a prize draw where one lucky winner will receive a year’s free hair services and products, valued at over R 40 000.00! This fantastic prize will be drawn live at the Edgars Melrose Arch salon at 6:00pm on Thursday 4 February 2010.”
By November 9 to honour the response would have driven them out of business.
This the post that was posted on their website on November 16.
“Since we published our public apology last Monday (9 Nov), this viral campaign has snowballed even further and we have now officially received more than 50,000 applications for a voucher for a treatment and a blow dry. We have also received a whole lot of criticism for being naive on the nicest end of the insult scale, to being conmen on the opposite side of that scale.”
What at total embarrassment for the naive Gary Rom, what a fantastic demo of the power of the internet and email.
In: Marketing, social media · Tagged with: Edgars Melrose Arch, Gary Rom Hairdressing, Melrose Arch, South Africa, viral