BtoB

Interactive Agency Success Stories

GyroHSR ignites social media conversations about Scotsman ice

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“The Scotsman [Ice Systems] campaign demonstrates a new way of thinking about b-to-b marketing. On the surface, it looks like a consumer campaign, but it's anything but. Using Radian6 [social media monitoring software], we were able to isolate that there is a significant amount of social media conversation about the ice cubes used by Sonic [restaurants]. They have a special kind of soft nugget ice, and our client makes the machines that make those cubes. We learned that there is expressed consumer preference for Scotsman ice cubes. We were able to accelerate the social chatter to create analytics that feed back into sales collateral and material for people selling [Scotsman] machines. This whole program is creating the reason why customers ought to specify and procure Scotsman—there is preference for the ice. That is as exemplary of what the new model looks like as anything we have done.”
—Rick Segal,
worldwide president-chief practice officer, GyroHSR, New York

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