Last but not least: Double viral à la Migros
Migros demonstrates how to not only let the public take charge of spreading information about its own products, but also let them play a part in the product development process.
As recently as May, Migros announced in the course of the discounter price war that 302 everyday items would not be cheaper anywhere else than in its own range. In order to keep this price promise, it has now called on shoppers to act as watchdogs, so to speak, and to inform Migros of comparable but cheaper items in other stores (see: ). As a generous gift, anyone who can deliver a usable report of this kind to the Orange Giant will receive the fabulous sum of - ten francs. This is not just a nostalgic reminder of the days when you could fill your entire shopping cart with food and take it home for free if you found an expired yogurt. It is also remarkable how Migros outsources its own work to its customers, and certainly to the very people it wanted to lure into the store with its promise of cheap products. So not only is the information spread through the public for free, it also does some of the work for the product. In contrast, viral campaigns in which only the information is disseminated free of charge are downright primitive.
