Political

‘Asda Mums’ to keep online diary during election

Supermarket firm Asda, who previously gave us political gnomes in the 2001 general election, is getting into the 2010 general election with an initiative reported by PR Week:

The supermarket giant is recruiting ‘Asda mums’ to keep an online diary on a new Election 2010 website, which is due to be launched this week.

The idea follows Asda’s decision to open up its website to online Q&A sessions with politicians from the three main parties.

Each party’s leader will also be posting a video on the website…

The political activity follows the steady rollout of the Your Asda social media website over the past year, along with an expanded presence on Twitter and YouTube.

The initiative was described as a ‘smart move’ by Mandate head of digital Mark Pack, who previously oversaw digital comms for the Liberal Democrats. ‘For Asda it will mean more engagement with its customers, more knowledge about what its customers think, people spending more time on its web properties and positive PR,’ he said.

‘It’s a smart combination of benefiting the company and the public good.’

ResearchLive adds:

In mid-March, the retailer polled its Pulse of the Nation shopper panel and found cost of living to be the top concern of customers heading into the campaign. Asda is planning a series of follow-up surveys to support the work of its mum bloggers

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