Cobra recently created this Twitter micro-site to celebrate National Curry Week, whereby Twitter users can enter their @names and Tweet their curry type.

The activity aims to reinforce Cobra’s positioning as the beer of choice when eating a curry.

There are however a number of fails in their approach:

- I would have liked to see a big ‘Tweet your curry type’ button on the Twitter micro-site. Their share this button isn’t particularly user-friendly. In addition, no Twitter hashtag was included in the Tweets.

- The Twitter micro site doesn’t link back to their main corporate website and I wasn’t quite sure what to expect when clicking on the icons at the bottom of the screen; I ended up Googling ‘Cobra Beer’ to find their main website

- This is when I found out about ‘Facebook Group’, which is in fact a Fan Page (only 61 fans at time of writing). I am pretty sure the numbers would have been much higher had a big fat ‘Join our Facebook Fan Page’ button been included on the Twitter micro-site.

It is a nice campaign and Cobra are adding value to beer and curry lovers; saying that would strongly recommend they hire a new social media strategist who knows the difference between a Facebook Group and a Fan Page!

It’s a real shame as this campaign had a lot of potential…

UPDATE: I have just found out that my former employer Shiny Red, as well as a number of other agencies are behind this campaign. Apologies to Shiny Red about the rant; I genuinely didn’t know you were behind this!