Posted by 
The old Danish butter brand called Lurpak – you might know it from the distinct silver foil package – is cooking up some use of social media involvement with their Bake Club initiative.
Lurpak dates back from 1901 and is owned by the Danish Dairy Board. Lurpak has really kept their design intact, but despite of their old brand, they are adapting new ways of communication.
The idea is that you invite your friends to the Bake Club and choose a day for a baking session. You serve the cake, rate the bake and upload your pictures to Flickr.
The Bake Club is connected to Lurpak’s Facebook page, where people share their recipes, photos and baking tips. 1361 people have joined the page.
The old brand is demonstrating some Danish dynamite when they have chosen to tap into the whole food and cake blogging community. The brand has chosen to bring people together to appreciate baking, which I think is a good choice, since butter isn’t exactly the most sexy product to communicate about. Now they have involved cooking and lifestyle around their product. It shows that they know how valuable it can be to create personal experiences for their consumers. In the end, it creates involvement and a closer connection to the brand.
www.flickr.com/photos/lurpak
www.twitter.com/lurpakbutter
Similar Posts:
- Brand ‘Oprah Winfrey’ Leads the Way in Social Media
- Social Design for Social Success
- How Will Timeline Work on Facebook Pages?
