One thing I’ve always admired about Kilroy’s Twitter campaign is their weekly trivia and t-shirt hints. Wednesday at Kilroy’s is trivia night and Thursday is free t-shirt night. Trivia and especially t-shirt night are well known and enjoyed traditions amongst of-age IU students. The hints have been an effective way for Kilroy’s utilize Costa’s relevancy and consistency in their social media. Relevancy because the hints are something their followers want. It’s insider information. It’s a reward for being a loyal fan and follower. The hints exercise consistency because Kilroy’s posts them on a weekly basis. Their followers know they can count on the information being there every week and they’ll often actively seek out Kilroy’s feed to obtain it. Not only do their followers seek out the info, they interact with Kilroy’s, especially on the t-shirt Thursdays. There’s always a long list of replies to the t-shirt hints taking guesses about what the shirt will be or expressing excitement. The t-shirt hints also often get a lot of favorites and retweets compared to others.
To me this shows that a good social media strategy is to offer followers something they can’t get elsewhere. Why else would they want to follow? Kilroy’s often encourages followers to head over for their $2 Tuesdays or .50 cent breadsticks on Mondays, but that’s information that doesn’t change and can be found on their website. You wouldn’t need to follow them for that. Social media campaigns should offer something different and desired. The Wednesday and Thursday hints act as an incentive. Following Kilroy’s on Twitter is like being in on the secret.