Can A Stapler Have a Blog (and be entertaining)???

custom_swingline.jpgA few weeks ago, there was lots of buzz about Delta using Twitter as a marketing channel. Regardless of whether it was sanctioned or not, it was an innovative idea that attempted to put a human face on a company whose industry is not known for being customer friendly. Alas, the Delta Twitter uttered its last Tweet on May 15 and hasn’t been heard from since. Two weeks ago, David Armano asked “Can anyone think of a brand who is actively using Twitter (somewhat effectively)?“. Beyond news outlets like CNN, BBC and the NY Times, I couldn’t think of any brands that were using Twitter. I did a quick search on The Google, but found nothing.

The next day, I received a notice that I had a new friend on Twitter. I went to their profile page to see who it was and noticed that one of their other friends was Red Swingline.

If you’ve seen the movie “Office Space“, you know about the Red Swingline stapler and its prominent role in the movie’s plot. You may not have known that Swingline did not make a red stapler when “Office Space” was made, but they do now due to the demand created by the film. The Tweets from Red Swingline are echoed from a blog by the same name. It’s not really a blog but rather an entertaining set of one-liners purportedly written by the stapler. Things like:

Look at you with you’re little fingers typing. You are not red like me! You are not a stapler!

I dream of large stacks of paper. I awake in a sweat.

[stapler haiku] I wish I had legs / then I could fly kites in Spring. / Instead, I staple /

The “blog” features links to Amazon for purchasing the stapler, the movie, and other Office Space stuff. The content is entertaining, especially if you are a fan of the movie, but it gets a bit repetitive after a few days. It is advertising and the message is simple: “I’m Red and I Staple”.

I’m pretty sure this is not the work of Swingline or Amazon, but rather of an entrepreneur who maintains other sites like “Success in 30 Days” and “Pink Ribbon Search”. The point is that either of them could have just as easily set this up. Red Swingline does not engage in a conversation like the Delta Twitter did, but it is a creative use of social media for marketing.


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