Wednesday, 9 March 2011

Magicbox gets social

We like to think that all the catalogues and websites we’ve reviewed read the articles and act upon the advice they’re given. When an email from magic-tricks retailer Magicbox landed in my inbox this week, I was instantly reminded of the website review we published in September by BT Fresca’s Sarah Hughes.

In her review, Hughes commended Magicbox for using video on its website and making use of user-generated content, but suggested it go a step further by “inviting happy customers to post videos of themselves performing their newly acquired magic tricks”. The email I received this week confirmed that Magicbox was indeed taking this route.

In the email titled “Want to win £100 of free magic?”, Magicbox invited recipients to celebrate the launch of its new customer video reviews feature. Taking up more of Hughes’ advice, Magicbox incentivised customers by offering the best video £100 in free products from the Magicbox website.

Adhering to further customer engagement best-practice, Magicbox then introduced additional social elements to the email—customers could enter the competition by posting their videos on YouTube and sending a link to Magicbox as well as by uploading them directly to the Magicbox site. A shortlist will then be posted on Magicbox’s Facebook page and fans will be invited to vote for their favourite.

In her review, Hughes said it was clear that Magicbox is committed to improve its online presence where possible. Certainly that seems the case with Magicbox integrating more content-rich features and social-media elements into its website and its emails. Wonder what more tricks it has up its sleeve.--MT

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