Amazon Sharing Information at Incredible Speed

I was inspired by Jennifer’s blog post and also the Cluetrain’s “95 Theses” this week.  Levine, Locke, Searls & Weinberger discuss that through the internet people are inventing new ways to share information with incredible speed. I was amazed during the month of September at the amount of awareness Amazon.com brought to a very important issue in my family life.  Childhood cancer awareness.  Jennifer also blogged this week about another event that helped promote awareness for childhood cancer awareness.  Originally I had a different topic in mind for my blog but after seeing Jennifer’s post I realized that I wanted to share more to this story.

I first learned that Amazon was partnering with the American Childhood Cancer Organization ( https://www.acco.org/amazon/ ) through some of the cancer family groups I am a member of.  It took everything I had to not order something and waste money just to see a box.  Little did I know our iguana needed a new heat lamp and my husband made the purchase not knowing what the box would look like. Amazon sent out 10 million boxes with the following message on it:

IMG_5589

The marketing for this campaign is smart. 10 million boxes arriving at homes within a day or a few days to all types of people the make purchases from Amazon.com.  Amazon.com’s decisions can relate a number of ways to the Cluetrain Manifesto “95 Theses”. These #1 is Markets are conversations. These special boxes could have created new conversations anywhere from the fulfillment area, the shipping process, the delivery location and the recipient.

These #2 is that Markets consist of human beings, not demographic sectors.  This fact really helped spread this message to all groups of people and quickly. Human beings that may not been originally “targeted” to receive this message now have the opportunity to learn about this important cause.

Did anyone else receive or see a childhood cancer awareness box from Amazon in September?

 

Posted on October 8, 2017, in Social Media. Bookmark the permalink. 2 Comments.

  1. Hi Lynn,

    I use Amazon Subscribe and Save for pet supplies, so I receive a couple boxes from them every month. I’m disappointed I did not receive one of its “gold” boxes, but I’m so glad you did.

    Thanks for your insights regarding the Cluetrain list. I originally read No. 2, and did not think much of it. Thanks to your example with the Amazon box, it makes a lot more sense now. Thanks for sharing!

  2. Wow–I didn’t receive or ever hear about these boxes and I’ve ordered several things in September. I’m surprised I didn’t also see information about the awareness month on the amazon.com website, via email, or in the app.
    We have a few former faculty members working at Amazon in Seattle now, so I might ask them if there are campaigns like this that are box-only.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.