Case Study: Kingsford achieves viral social engagement by finding the "nicest person on social media" with Sysomos

Kingsford Charcoal Relies On Sysomos To Track Down The Nicest Person In Social Media

Kingsford, the leading U.S. charcoal manufacturer with an active social presence and a mission to grow its grilling community, wanted a memorable holiday promotion: identify the "nicest person on social media" and award them a year’s supply of charcoal and a grill. The challenge was combing through massive volumes of online conversation to find an authentic, everyday person whose language and sentiment signaled genuine niceness.

Kingsford partnered with Sysomos and used its Map platform and a custom algorithm to analyze more than 100 billion tweets for polite phrases, low profanity and positive sentiment. The effort uncovered a winner, Clifford Brown, and launched a follow-up #benicegetcoal nomination campaign tracked in real time; the promotion drove engagement and site visits, and was successful enough to be repeated and expanded in the following year to identify the friendliest city or state.

Kingsford

Clifford Brown

Kingsford