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Case Study: Four Steps to Spurring B2B New-Product Awareness and Sales via Twitter

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Company: COOP Ale Works
Contact: JD Merryweather, cofounder and partner
Location: Oklahoma City, OK
Industry: Food & Beverage, B2B
Annual revenue: Confidential
Number of employees: Confidential

Quick Read

For the end-users of Oklahoma City brewery COOP Ale Works, what could be more enticing than the lure of free beer?

"So what would you think if you could try our beer b4 the general public had a chance. Say something special only for the twitter community?" read the company's tweet on February 17, 2009.

Those 139 characters sent out via Twitter ignited a campaign the story of which can practically be told by the tweets left in its wake, these among them:

chefrp: Get ready okc.@coopaleworks and @okcbiz have something really cool in store for you. Mark your calenders for next Tuesday 4:30 #okcsocialrave

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by Heather Tue Mar 31, 2009 via web

    Great example of using Twitter. How many followers were established to start and how were followers initially obtained? It seems that having a significant number of followers would be key to this working.

  • by Kimberly Smith Tue Mar 31, 2009 via web

    JD Merryweather & COOP Ale Works only had a few hundred followers, but greater reach was achieved by teaming with others who had already established their own groups of followers.

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