Marmite secret society looks to recruit 300 new members with We Are Social
The Marmarati, Marmite’s secret society created by We Are Social to support the launch of Marmite XO, is set to look to recruit another 300 fans.
Coming as Marmite plans a brand refresh of its extra-strong variant, the campaign launches this week after a period “in beta” with existing members, with fans having to complete various Marmite XO themed challenges on the Marmarati site to qualify for membership of the society.
Joanne O'Riada, brand manager for Marmite at Unilever said: “In the Marmarati, We Are Social has created a truly groundbreaking campaign, not just in terms of creative ideas but also with unparalleled levels of long-term engagement. The passion and commitment its members show takes the idea of a social CRM campaign to another level.”
Users will be awarded various badges based on the quality of their submissions, which will be judged by existing Marmarati as well as other users on the site.
Seb Robert, senior account director at We Are Social, added: “The Marmarati is a place for only the most dedicated Marmite fans and those who meet the entry criteria can expect an exciting journey as part of the society. Although we’d like to double the membership, we plan to maintain the extremely high level of engagement and rewards that we’ve offered over the past three years.”
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