Chapter12 #1
In november of 2010, Lowe's, the nation's second largest home improvement retailer, ran a day-after-Thanksgiving Black Friday promotion using Facebook. Lowe's picked out several items that were offered at incredibly low prices (typical 90% off). Then the heavily discounted merchandise was offered to Lowe's Facebook fans and was limited to the first 100consumer that checked out with the items at Lowes.com. Lowe's believed that offering this new "giveaway" via Facebook would create a lot of buzz, which in turn would accelerate the growth of Lowe's fans on Facebook. These Facebook fans, Lowe's hoped, would not only stay in touch but would be amore inclined to become loyal Lowe's customers because the regular and continuous interaction rith the home improvement retailer via Facebook would evolve into a real relationship between Lowe's and its Facebook fans rather than just a retailer selling home improvement products to customers.