Once upon a time Greg emailed his line manager at Arcadia Group requesting annual leave – what ensued was an email storm, followed by a Twitter storm, followed by some clever reactive marketing from brands across the land.
And the the hashtag #GiveGregTheHoliday was born:
Greg Heaslip, a security guard, routinely and politely followed procedure and emailed his line manager asking for time off so he could catch some rays – Heaslip’s line manager then forwarded his request to some 3,500 members of staff working within the Arcadia Group. Oops.
What started as an internal ‘private joke’ turned into Twitter-style revelry – cue banter.
Always ready and waiting to lay their reactive fingers on the pulse of the relevant nation, brands soon scrambled to be part of the fun.
Even the bemused BHS:
#GiveGregTheHoliday should go down in the textbook as a modern day template of reactive marketing. Responding to a current event and becoming part of it will inadvertently make your brand part of the conversation, and hopefully – relevant.
So happy #GregGotTheHoliday