- WHITE PAPERS
Mellow Mushroom has launched a unique social media campaign in which the brand follows unsuspecting fans who have followed them on Facebook and Twitter. The "Follow Us and We'll Follow You" campaign is depicted through a series of satirical videos at FollowMellow.com.
Those who visit the site, or follow or like the brand through Nov. 11, will receive a free half-order of pretzels, the chance to win free pizza for a year and perhaps a visit from Mellow Mascots, Mel and Dude.
The videos feature Mel and Dude following fans throughout their daily activities: running, shopping and daily appointments. The mystery ends with the protagonist sharing a Mellow Mushroom meal with the mascot stalker.
Annica Kreider, vice president of Brand Development, says the videos play on a surrealist concept that unexplainable coincidence is central to reality.
"It seems highly improbably that shortly after becoming an online fan of a company that you would suddenly find yourself being tailed by its mascot, but life is often made up of funny little coincidences like that," Kreider said.
Mellow Mushroom Pizza Bakers and Fitzgerald + CO, an Atlanta-based creative company, created the campaign.
Here is an example of a video as part of the campaign:
Read more about social media marketing.