Wow. As we’ve discussed previously on this blog, leveraging social media as a means for 1-to-1 customer service is crucial to the existence and life of a brand. Well, Peter Shankman’s Morton’s Steakhouse story finally came true at the Blue Wheel office, but not with a 24 oz. steak… Nope, we got K’NEX!
Less than one week ago, I wrote about the State of Digital Marketing using the popular building toy K’NEX as a metaphor for the many tech incubators now lining the digital landscape. As my colleagues and team members know, I’m big on metaphors, sometimes to a comical degree. So when I name-dropped K’NEX to make my point about the infinite potential for collaboration in our field, I was just doing what I do. Never did I expect to find a mysterious package waiting in my office Monday morning. But that’s exactly what happened:
K’NEX Marketing Communications Specialist, Kate Loffio not only sent us a complimentary tub of K’NEX, but she also included a really nice letter:
“I wanted to drop you a quick note to say “thank you” for using K’NEX as a metaphor in your most recent blog. As a fellow social media guru I sometimes wonder if there is anyone out there reading what I write and post and I wanted to let you know that you are being heard!”
That kind of says it all, doesn’t it? A brand that has been a staple in toys for over 20 years, is learning how to adapt extremely well to the ever-changing world of social media. It is brands like K’NEX that are going to keep the momentum going, maintain market presence, and continue to expand. If companies and brands do not begin to leverage digital, they will be disappear like Harry Houdini himself.
Thanks, Kate (and K’NEX) for taking the time to show us and our readers how to leverage digital and social media in 2012.