{"id":2403,"date":"2012-12-11T07:06:21","date_gmt":"2012-12-11T07:06:21","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/twitteractie-lidl-loopt-compleet-uit-de-hand\/"},"modified":"2012-12-11T07:06:21","modified_gmt":"2012-12-11T07:06:21","slug":"twitteractie-lidl-loopt-compleet-uit-de-hand","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/twitteractie-lidl-loopt-compleet-uit-de-hand\/","title":{"rendered":"Twitteractie Lidl loopt compleet uit de hand"},"content":{"rendered":"

7.500 maaltijden (+2.500 als ‘geste’)<\/h2>\n

De actie startte gisterochtend en tegen het einde van de dag was al duidelijk dat het een overrompelend succes zou worden:\u00a0gisteravond stond de teller al op 900<\/strong>. “De bedoeling was om 500 van die pakketten uit te delen<\/a>, en dat aan te vullen met een bescheiden aantal op basis van die tweets”, zegt Lidl-woordvoerder Pieterjan Rynwalt aan Het Nieuwsblad. “De oproep was eigenlijk alleen bedoeld voor mediafiguren die op Twitter zitten, maar ze is zo massaal opgevolgd dat we dat nu moeten herbekijken.”\u00a0<\/p>\n

\u00a0<\/p>\n

De hele nacht lag bleef de teller maar oplopen en vanochtend waren er al dik 1.500 tweets<\/strong>.\u00a0“Dat is veel meer dan we verwacht hadden”, moest Lidl-woordvoerder Pieterjan Rynwalt vanochtend toegeven op Radio 1. “Dat komt neer op meer dan 7.500 maaltijden. Het gaat om viergangenmenu’s, die ons elk twintig euro kosten.”<\/p>\n

\u00a0<\/p>\n

Lidl heeft de actie dan ook vervroegd afgeblazen<\/strong>, al zou die oorspronkelijk tot met Kerst lopen. De keten besloot wel een ‘geste’ te doen en heeft het aantal maaltijden dat het zal schenken aan de Voedselbanken afgerond op 10.000: “Door deze verhoging willen we de kritiek nu wat laten verstommen. Het is een mooi initiatief en we zijn blij dat we dit hebben kunnen doen”, aldus nog de woordvoerder.<\/p>\n

\u00a0<\/p>\n

Kritiek en begrip<\/h2>\n

De kritiek op Lidl is inderdaad niet mals<\/strong>: van “Als je niet zeker bent je belofte te kunnen houden, begin er dan niet aan” over “Colruyt schenkt voortdurend duizenden maaltijden weg maar daar maken ze zo geen heisa rond” tot “Dat zijn dan genie\u00ebn met een masterdiploma in communicatiewetenschappen die zo’n acties op touw zetten”…<\/p>\n

\u00a0<\/p>\n

Steven Van Belleghem, specialist sociale media, vraagt echter begrip: “Lidl\u00a0maakte een\u00a0inschattingsfout<\/strong>, maar zeggen we niet steeds dat bedrijven moeten experimenteren op sociale media? Laat ons ze niet afbranden.” Om er meteen deze vingerwijzing aan toe te voegen: “Het Lidl-verhaal\u00a0toont echter wel dat ‘snel’ wat buzz cre\u00ebren niet het goede uitgangspunt is.”\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

7.500 maaltijden (+2.500 als ‘geste’) De actie startte gisterochtend en tegen het einde van de dag was al duidelijk dat het een overrompelend succes zou worden:\u00a0gisteravond stond de teller al op 900. “De bedoeling was om 500 van die pakketten uit te delen, en dat aan te vullen met een bescheiden aantal op basis van […]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-2403","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nTwitteractie Lidl loopt compleet uit de hand - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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