WeBuyAnyCar.com launches toy car site in response to prank letter
WeBuyAnyCar.com has launched a toy car site and pledged to give £1000 to charity in response to a hoax letter from a prankster where the company rejected an offer to buy a child’s toy car.
The letter was devised by Jamie Jones, who used the pseudonym ‘Adam Jennings’ to provide a corporate reply to himself for offering the Tike car, and amassed over 30,000 retweets after being posted on the micro-blogging site on September 28.
“We’ve been kind enough to return your photo on the basis that you refrain from contacting us again,” ‘Jennings’ wrote in the letter.
The initial feedback towards WeBuyAnyCar was less than positive, yet after Jones admitted the letter was a joke and nothing to do with the used car buyer, the company joked on their official Twitter account that ‘Jennings’ had been sacked.
Now, WeBuyAnyCar has registered and launched webuyanytoycar.com on the back of the hoax.
“He got so excited about sending a letter to himself that he completely forgot to ask us if we actually wanted the car and guess what – we do!” the site states.
WeBuyAnyCar has promised to buy the first 100 Tikes “in good working order” presented at five of its branches for £10 and give the total sum to Brake, a road safety charity.
This hasn’t been something launched on a whim either – the company has also come up with an adorable Vine advert. In doing so, WeBuyAnyCar has tapped in to the Vine advertising market previously examined by MarketingTech in the form of Dunkin’ Donuts and Trident Gum:
This continues to emphasise the importance of real-time reply – especially on Twitter – to events affecting companies’ brand images.
Earlier this year, during the Super Bowl blackout, Oreo released a picture tweet with the caption “you can still dunk in the dark”, to widespread acclaim, whilst Bodyform famously published a video response purported to be from CEO Caroline Williams to a poster on the company Facebook page.
The overall result though for WeBuyAnyCar is two-fold; a good news story, admittedly at a small cost, and a much more engaged social media base, which is impressive given the company only gets around half a dozen tweets a week normally.
What’s your view on this? Opportunistic or good real-time branding practice?
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