IGA Love Songs: Special Someone Campaign

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IGA has started its social media campaign for Valentine’s Day with a love-themed social response initiative. Implemented through Twitter, the activity will surprise customers with personalised love songs for their ‘special someones’. Customers will be encouraged to tweet a romantic message for your ‘special someone’ by adding a hashtag #IGALoveSongs, where local musicians will turn selected tweets into a personalised love song. You will know whether your tweet has been selected for love-song creation when the musicians tweet you back, where you can then view your song on Vine and YouTube.

IGA saw this moment as an opportunity to slip in and get people involved in Valentine’s Day now instead of leaving it to the last minute.

“Social media has been a focus for our digital team over the past couple of months. Having launched Facebook back in November we have grown to over 35,000 likes,” said Ram Bhat, the National Digital Marketing Manager at Metcash Food and Grocery. “With the Valentine’s Day theme, we saw there was a gap in the market for an interactive campaign like this in Australia. It’s something very unique and provides an opportunity to continue to build an organic community.”

IGA is preparing for holiday campaigns this year, with its ‘Say G’day’ campaign for Australia Day, seeing an original remake of Slim Dusty’s ‘G’day G’day’.