Chris Thomas likes sandwiches. In particular, he likes the sandwiches at his local Which Wich sandwich shop. So much so that he decided to not only eat one of every 51 sandwiches the shop offers, but he's blogging the experience. And he's gotten his readers involved, before each installment, he will give his readers several different sandwiches, and ask them to tell him which one he should eat that day.
Why is Chris doing this? Here's his explanation:
I just love the place. I love the wiches. I love the house chips. I love the sweet tea. I love the ordering experience. I love that they encourage you to be creative with the back of your ordering bag. I love the brand.
On day 10, Chris announced that his local Which Wich had started adding Chris' blog address on each of their bags, with the question "Will Chris Make all 51?"
This is an absolutely brilliant move, because Which Wich is reaching out to and embracing a brand evangelist. And since Chris is an evangelist, he's also honest. Not every review is positive, and he makes a point to give readers his honest opinion of each sandwich. His readers are loving the series, and they are even starting to submit their own reviews of Which Wich's sandwiches!
This is a great example of how any company of any size can utilize social media effectively. This all started because Chris' local Which Wich noticed that he was coming in almost every day, so they started talking to him about it, and when he told them about the blogging series he was doing about their sandwiches, that's when they decided to promote the series on their bags.
My only complaint is that I could find zero mention of Chris' series on the Which Wich website, or blog. Sounds like Which Wich's main office could take a lesson in how to embrace and empower its brand evangelists from Chris' local shop.
Hat Tip to the Marketing Monster!