Have you heard the Girl Scouts are going to use social media to help peddle their product this year? It can only mean one thing: the apocalypse is upon us. Now I not only have to resist the temptation of filling my freezer with Thin Mints (about an eight day supply the way my wife and I plow through them) and my cupboard with peanut butter Do-Si-Dos® (two weeks worth, tops), now the little girl down the block will be able to stalk me online. Here’s their waistline-busting strategy, an innocent-sounding ploy called “The Cookie Club”:
“The Cookie Club” is an interactive, online cookie business for girls that teaches them about goals, tracks progress, and allows girls to send e-cards to friends and families. Using an online order form, customers are able to submit their “promised” cookie order that is automatically recorded on girls’ “Cookie Club”account order pages.
“Cookie Club,” indeed. It’s pure evil. My will already crumbles like a damaged Lemon Chalet Creme™ when I see my local peddler skipping up the walk, deadly order form in her wee hand. Now I might get e-cards. And I can order online, ANY TIME I GET THE URGE. Soon I’m sure she’ll discover my Twitter account (a simple search, any eleven year-old can do it). She’ll follow my tweets. I’ll feel obligated to follow her tweets. Ere long she’ll be tweeting me her sweet 140-character siren songs: “Have you tried the Dulce de Leches? They’re so-o-o delish! #mmmcookies.” Maybe she’ll begin responding to my blog posts: “Great post, Mr. Fiddler. Must have worked up an appetite for a fudgie Thanks-A-Lot™, yes? I can get a crate over to you tonight.” THERE IS NO ESCAPE!
And I guess that’s the point: no escape. It speaks to both the power and simplicity of social media and digital commerce that — no exaggeration — even an eleven year-old can manage it. In fact, I’d guess many eleven year-old girls will be much more capable than many 41 year-old marketing managers. And I have no doubt it will prove to be a productive addition to what is already a marketing juggernaut. What a wicked combination: personal contact, social media, beloved brand, online ordering, pre-teen energy and irresistible cookies. The future looks bright for Girl Scouts, terrifying for cookie addicts.