3M Canada has chosen the target market of Millennials on campus for special promotional attention.
This fall, six campuses around Ontario hosted the Post-It Brand Tweet Machine, a vending machine that dispenses--what else?--Post-It samples to students in exchange for tweets featuring the promotional code. Along with free samples, students received a discount coupon for Post-It purchases at the campus book store. (Brand ambassadors gave away samples to students who don't use Twitter.) See Canada Post-It's Twitter account here.
The non-digital portion of the promotion invited students to use real Post-Its to leave notes for fellow students, reinforcing one of the key benefits of the product.
3M has been using social media to reach brand fans in both consumer and industrial segments, as this story about the firm's recent video illustrates.