Smart social: Pluck Teas takes advantage of place and circumstance to connect with their community and build relationship.

One of my very favourite tea purveyors is Pluck Teas. They're located here in Toronto and craft tea blends with local ingredients (think lavender from Prince Edward County, and grape skins from Niagara). It's owned and operated by tea sommelier, Jennifer Commins, so you know she's rocking something great.

I recently had an exchange with them via social media that demonstrates how social media can help you build a tribe of ambassadors for your brand. In this case the brand was social, clever, and showed personality.

Here's the scenario: Pluck ships tea to the book store, Indigo. And the driver of one of their pick-ups reminded them of a very popular literary character (more on that later). The situation presented itself and so they used it as an opportunity to share the brand's personality (love of books; humour) to connect with their community of followers. They posted the photo of the delivery guy on Instagram in the context of the bookstore, Indigo, and offered free tea to the first person to name the Harry Potter character this guy resembles.

I was quick on the draw: the guy looked exactly like Sirius Black. They responded back with an email address where I could send my mailing address.

This was an impromptu contest that brought fun and personality to their brand.

Here's why it worked:

turned a funny internal moment to a funny, public moment with fans via Instagram
brought to light common interests in brand and fans: literature
showcased their brand partnership in a genuine way
turned fan into advocate (people love winning stuff)
above all: it was social and fun (and that's what it's all about)

Bonus: they included a postcard in the shipment of tea that referenced Harry Potter.

I already loved their tea, but how this situation rolled out made me inter a super-fun - an ambassador and advocate for the brand.

Thank you again, Pluck Teas for spoiling me with your tea. I love it.