Denver Social Media: Webolutions Klout Nets Metromint Perk Experience

Mike Hanbery - 7.29.2011 2:00 PM

Dear Influencer,
A little (bird) told me you've got a ton of Klout! Your audience trusts you to create great content, and you tell it like it is. Your influence has earned you this Klout Perk! Enjoy and let us know if you have any feedback.
Thanks,
Joe Fernandez, Founder & CEO and the Klout team

As per Klout's clearly stated Influencer Code of Ethics, it is incumbent upon us to disclose we received a sample of Metromint water. We received the product because we, "are influential and have authority on topics related to the product." We are also, "welcome to tell the world [we] love...or dislike the product."

Here's what we love:

The Timing
The package arrived on a Friday, when we are most likely to take time to be social.

The Presentation
The recipient--me--is gratified immediately upon opening the box. Able and eager to satisfy the curiosity of the person carrying the package to my desk, I was ready to gloat, but instead I let the card from Joe Fernandez do it for me.

The Packaging
The bottles strike the eye as a rainbow of colors. I couldn't (didn't) wait to show our prize around the office. The bottle design is slender, the plastic flexible but sturdy, the bottom reinforced. It will stand out on the store shelf and withstand the pounding when dropped determinedly into the treadmill cup holder. Though the label carries a, "Please Recycle" message, the bottle begs to be re-used, exponentially increasing the number of zero-cost brand impressions.

The Label
A simple and predictable color scheme for each flavor--including brown for Chocolatemint. An appeal to all diets: "Real mint. Unsweetened." "All natural refreshment in every sip." Appropriately crisp, silver backgrounds. And my favorite feature--the "Chill Factor," which serves as an indicator--or, in the case of the -9 degree Peppermint, perhaps a warning--indicating the "coolness" of some flavors.

The Nutrition Facts
Nothing but zeroes here. This is great for guys like me, who say things like, "Yes, honey, of course," only to learn later that we've agreed to join our wives on a restrictive, fun-free diet. Guys like me should probably do a better job of listening when our wives are talking. Since that's unlikely, however, huzzah for Metromint.

The Coupon
We might have to arm-wrestle over who gets it, but there's a BOGO included. So now I can buy another bottle for myself and my cycling buddy and, as we mount the bikes, say, "Let me tell you my Metromint story..."

The Conversation
Turns out a few people here are already fans of Metromint. This would have a meager chance of coming up in conversation. Within minutes, we had a Metromint tasting on the calendar. We ran this like a wine tasting and shared comments like, for the Goodberry Mint, "It carries a pronounced berry aroma but a strong mint finish," and, "What kind of a cocktail could you make with this?" I think we might have taken ourselves halfway seriously. While not everyone enjoyed the product, we all enjoyed the moment.

The Idea
Webolutions has used Klout as a measurement and tracking system for years and never had anything resembling direct interaction with the people behind the tool. Now here's acknowledgement of some success for our work, validation of our relationship, an opportunity to talk about our achievements by highlighting someone else and some awesome water. Kudos to Klout for using the launch of its new advertising intiative to strengthen bonds and create experiences.

How to Use This Information
Klout and Metromix are getting this kind of reaction all over the country today. You don't have to give away your stuff, but creating an experience for which there is no direct cash inflow can lead to transformational events and relationships. We've put this story out on our blog, our Twitter feed, Facebook page, etc., etc., and it's there forever. Is that worth a six-pack of water and a card?

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