the yorkshire tea train - case study at smm13
DESCRIPTION
How do you get 200 influencers to talk about you? The story of the Yorkshire Tea Train at #smm13 - see the video here: http://www.youtube.com/watch?v=JcakTLCr2OITRANSCRIPT
The challenge…
! The everyday black tea market is shrinking
! Lack of pro-active interest in tea…
! …but huge ‘latent’ loyalty ! How to be the challenger in
a fragmented media age?
The idea…
‘…an exclusive, magical journey through the world of Yorkshire Tea…’
All Aboard!
Louis ‘T’ on the train…
The effect?
Going deeper…
The real picture
‘Nuggets of truth’