CHAPTER 5
THE PARADOX OF SURPRISE
The Price We Pay for Extra Attention, Time, and Engagement
In 2013, Kleenex partnered with Facebook to provide care kits to users who were feeling sick. Israeli ad agency Smoyz helped with the campaign by searching Facebook for status updates in which users reported being ill. Then the agency used its online connections to find the users’ mailing addresses and sent them a get-well-soon Kleenex kit to help them feel better. Surprise! People who received the kit were so touched that every single person—no exception—posted their experience and gratitude online, turning the marketing effort into a viral campaign and capturing the attention of more than 650,000 people.
Surprises are not always generous and pleasant. ...
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