WebuyanyTOYcar – A Creative Response to Poor ‘Word Of Mouse’!

08Oct WebuyanyTOYcar – A Creative Response to Poor ‘Word Of Mouse’!

We Buy Any Car LetterWhen Jamie Jones came across this response from We Buy Any Car to someone who had asked them to buy a kid’s Little Tike car, it appeared to show they had a complete sense of humour failure!

He ‘tweeted’ it, and so did lots of others!  The news spread far and wide –  it went ‘viral’ and obviously did not show the We Buy Any Car people in a particularly favourable light! It got ‘retweeted’ by over 33,000 people (including Ant and Dec!), was ‘favourited’ over 15,000 times and got lots of views and shares on Facebook!

Turns out that the letter was actually a fake – it wasn’t sent by We Buy Any Car – but apparently the ‘damage had been done’ and the bad news continued to spread quickly via social media..

We Buy Any Car’s response was brilliant and very creative! Rather than try and suppress it, first of all they responded via Twitter saying that the ’employee’ who sent the letter had been fired!

They then set up a spoof website We Buy Any TOY Car and offered to buy the first hundred Tike toy cars sent in and donate the money to the road safety charity Brake!

This is what the website WebuyanyTOYcar says:

This weekend, @jamieDMJ AKA “Adam Jennings” circulated a spoof letter from his twitter account claiming that we had refused to buy his Tike. In fact, he got so excited about sending a letter to himself that he completely forgot to ask us if we actually wanted the car and guess what – we do!

Now we’re not saying we’re experts in buying toy cars, but we just can’t get enough of those Tikes – their red and yellow bodywork, zero carbon emissions and pedal power just make us happy. We can’t stand the idea of unloved Tikes covered in cobwebs in garages across the UK.

So we’re staging a Tike amnesty, offering to buy the first 100 Tikes in good working order (must have two doors, a roof, pedals and no floor) that are presented to our branches… We’ll pay a tenner for each one and give the money – £1,000 in total – to road safety charity Brake.

It was all very clever stuff and it’s a great example of creating ‘dialogue not diatribes’ with customers and potential customers. I think their response does a number of things:

  • It showed they were listening
  • It demonstrated that they have a human side and a sense of humour!
  • They also created lots of positive ‘word of mouse’ (like this!)

Are you listening to what people are saying about your business – more importantly, how do you respond?

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