I’m sure that Matt Gierhart is going to like this campaign.
Social media listening is a very useful practice that allows to draw powerful insights by actively monitoring what people are saying online.
In this case, Ice Break, the most popular ice coffee beverage in Australia, found out that some people were not exactly happy about the product not being available in places like the whole West Australia.
They decided to address the issue straight on and offered to ship a truck full of Ice Break, as many as Likes the outraged consumer could gather on Facebook. Great spin and happy end.