Dogfish Head Midas Touch, the favorite beer of the Red Cross
CNNmoney reported that a Red Cross employee sent out a personal tweet ("Ryan found two more 4 bottle packs of Dogfish Head's Midas Touch beer...when we drink we do it right #gettngslizzerd.") from the Official Red Cross Twitter page. While it isn’t something a non-profit wants on their Twitter page, it wasn’t the end of the world. They deleted it and apologized in a comedic way. Case closed, or it would have been if Dogfish Head hadn’t stepped in.
One of my classmates wrote about the Red Cross’ response, but I’d like to focus on Dogfish Head’s actions after they found out about the tweet. It was reported that fans of the beer started a donation campaign using #gettngslizzerd. Dogfish’s social media team found out about the tweet and decided to join in with beer-for-blood deals at places where their beer is sold.
Dogfish Head Brewery did a great thing. They aren’t a large company and because of that they can’t reach the people that the Red Cross can, but by finding an opportunity in a mistake and using that to reach people and do something positive they’ve made their presence known in a big way.
Both of these companies handled this incident expertly. The Red Cross has created a unique giving page for all the #gettngslizzerd supporters and Dogfish Head is still interacting with their customers through all forms of social media. More companies should follow their example.
