Crumblgate

And starts selling your stuff on the other side of the world. 🌏

Would you be annoyed – or flattered?

The answer matters less now. Because it’s more likely to create a net positive for your brand either way.

Here’s an example.

Crumbl Cookie has a cult following in the US.

News emerged on social that it was opening in Australia – Bondi Beach.

People showed up at a new store. Bought the cookies for A$17.50 a pop.

But when they bit into them, they were stale.

Some blokes had bought up a load stateside, then smuggled them back in a suitcase.

It created such a storm that Crumbl founders have decided to fast-track their Aus expansion.

Was the whole thing a stunt?
Maybe.

Has it delivered a huge commercial advantage?
Definitely.

Social enables you to form a major story, with your brand at the centre.

An increase in dough is inevitable.

➕ Follow for more stuff on social 2.0 (and WTF you should do about it).
♻️ Feeling engrossed? Then re-post.