A new blend of Heinz ketchup made with balsamic vinegar will at first be available solely on Facebook, the Toronto Star reports.
"There is a hard, tactical side to social networks and I think you are going to see more and more companies exploiting that,"(Queen's University marketing professor Ken Wong) said. "The question becomes, ‘What can you do on Facebook that you couldn’t do on a TV commercial, or with a brochure or flyer?’ "
People likely to look up Heinz on Facebook are likely to be ketchup devotees in the first place, the professor said. Marketing first to that group generates some buzz.
Fans are likely to talk about the innovation before the launch, giving the company a sense of public apprehension to be overcome, and to comment after the launch on how the product tastes.
Original source: Toronto Star
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