I was out visiting Internet Retailer’s website today and came across an interesting article called ‘A Party On Twitter Brings Customers To Organize.com‘. The article describes a new spin to social media marketing that I have not come across before (at least not in ecommerce). This seems like an interesting concept for those who have a large Twitter following and are willing to try it out.

The basic idea was Organize.com, a company who sells organizing and houseware products, had this idea of hosting a two-hour Twitter party. From the article:

“A Twitter party consists of constant tweeting between Twitter members on a passionate topic and giveaways such as door prizes, a grand prize, and coupons. The host creates an interactive chat in a party atmosphere and keeps the Twitter conversations–and giveaways–flowing on a frequent basis.”

With this event, Organize.com, invited 800 close friends to its party–and came away with 323 orders and $15,000 in incremental sales as a result. The party was held in December, right before the holidays, and was used to generate sales from its network of followers.

I think the event was successful for a number of reasons. They targeted a set of loyal customers, or those interested in home organization at a time of the year when they were most likely in a buying mood. They added a level of fun by offering door prizes, coupons, and other enticements to participate. They did not just push products at their followers, but rather created discussions on the topic of home organization itself. I think the use of coupons and door prizes itself was brilliant. Not only did it entice the participants to shop in the store, it was a unique way to distribute the coupon codes. Offering coupon codes on your site or email list is one way, but giving them out as part of a registration process for an event such as this, or on your Twitter Tweets during the even is another way to get them in front of your customers in a way that helps motivate them to act upon them.  They also created a sense of excitement by building an event around it and offering prizes.

I wonder if they played the scavenger hunt game, where they gave away a prize for the first person who could collect specific pieces of information on Organize.com’s website. This would help drive Twitter followers into the site, and even if they did not buy then and there, it did expose potential customers to the site. Combine that with coupon codes and topical discussions, and I can see how something like this could work.

If anyone tries this with their online store, please invite me.  I am curious how it goes and how works out for you.  If you think about it, what cost do you really have other than your time and maybe some door prizes?  Do you think this is something that could work?  I am curious to your thoughts on this approach to marketing.