— Lidl UK (@LidlUK) 21 November 2016
Lidl has kicked off a social campaign that will allow people to take control of the price of certain products over the Christmas period.
Lidl is claiming a “social first” for the activity, created by 360i, which will play out on Twitter over two days each week for the next four weeks with four different products.
Christmas lobster will be the first to have its price set by the strength of conversations on Twitter. The more shoppers talk about the lobster on Twitter, the more its price will drop, driving down the original price of £5.99.
“Today’s launch of the Social Price Drop is a first for any supermarket in the UK, and we’re incredibly excited about giving our customers the power on Twitter to lower the price of some of our finest festive products,” said Georgina Hall, head of communications at Lidl UK.
“Christmas is a very expensive time of year for shoppers up and down the country, and as a retailer at the heart of Britain’s communities, our ambition is to put the control back into the hands of consumers, and save them even more in the run up to Christmas.”
In store, a special price tickets will highlight the socially-driven price cut. It also follows the launch of its Christmas ad last week, which put a focus on the produce that would be in stores over the festive period.
Celebrities including members of the cast from Made in Chelsea and ITV presenter Jeff Brazier have been drafted in to fuel the conversation on Twitter.
#I love a @LidlUk Lobster Lobster Lobster Lobster! Let’s get the price down! #LidlSurprises#lobster#adpic.twitter.com/myFiqQji51 — Ollie Locke (@ollielocke) 21 November 2016
Love this! The more you tweet #LidlSurprises#Lobster the more the price drops in store! @LidlUK#adhttps://t.co/2Dh7ejtu05 — Jeffrey Brazier (@JeffBrazier) 21 November 2016