Einstein Bros. Bagels cooked up a fresh-from-the-oven Facebook campaign. Through two single-day events, the “Bagel Bonanza” on January 25 and “National Bagel Day” on February 9, the brand offered up free goods to each new fan. A familiar strategy for brands looking to beef up their social media presence, the question rises: are new “fans” really committed brand loyalists? Or are they just in it for the goods?
News outlets report it as a digital milestone, marking Facebook’s first full-fledged coupon campaign. However, it seems to have been in practice for some time now (think TGIF’s burger giveaway and Starbucks’ free ice cream).
Before the two giveaways, the bagel baker’s Facebook page clocked in at a mere 4,700 fans. After the dust had settled, the mid-sized brand had surged to well over a quarter million fans. It’s continued to balloon in the weeks since the last effort, and as of today, it’s sitting pretty at 405,909 supporters.
The true question for Einstein Bros., as well as other brands passing out freebies, is how well it’s making use of its new network. Is it actively communicating with these supporters—building long-lasting relationships through a two-way conversation? Or is it just banking on a hope that a single coupon will turn curious consumers into ravenous supporters? (I mean, are the bagels that good?)
Of course, those fans and followers don’t become instant brand advocates overnight. Thus, the process should grow past this initial enticement. At best, the offer should be an olive branch and opening for further involvement.
Dough doesn’t rise immediately. Neither does brand loyalty.
