Most companies proudly promote their Facebook and Twitter pages. They offer coupons, exclusive news, anything to entrench their brand into consumer’s hearts.
But not Grey Poupon.
Yes, Grey Poupon, owned by Kraft Foods, is differentiating themselves from other brands by rejecting, rather than begging for, people. As soon as users go to the mustard-maker’s Facebook page. , they’re prompted to submit to a rigorous screening process, complete with a panel of judges from “The Society of Good Taste.”
Basically, Grey Poupon “screens” users to Like the brand. Don’t even think about joining without going through this process; Grey Poupon is reportedly deleting fans who don’t get approval.
Facebook users have eaten up and spread this campaign, gaining Grey Poupon more than 26,000 Likes overall. That’s more than six thousand before it started. With Grey Poupon’s great Facebook ploy, expect other brands to up their social media strategy in the coming months.
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