????“愿望車”也沒有實現多少愿望，因為沒多少人提出要求，它只到訪了三處地方。首先是Twitter駐紐約辦公室；然后是B&H Photo公司的一位女士要求香蕉面包布??；最后是FlightPath公司，在那工作的丹尼斯?卡斯特羅女士的Twitter要求深受饑腸轆轆的同事們的歡迎。“不過我沒想到他們會帶著攝像人員過來，”她說，“我也不覺得這會讓我更傾向于在逸林酒店住宿，因為通常我都會選擇四星級或五星級的高檔酒店?！?/p>

????凱旋公關人員勞倫?巴特勒稱，愿望車需求較少只是因為宣傳之旅剛剛開始，當面提出要曲奇的人可不少。理光營銷總監(jiān)、前IBM咨詢師、《精準營銷》合著者李?加拉爾總結道：“利用社交媒體和病毒式宣傳或許是個好點子，但在我看來，這無助于吸引更多商務旅客轉投其品牌，難以贏得新顧客并增加營收?！?/p>

????對消費者來說，免費贈送食品和禮品卡的活動當然沒什么不好——不論背后的營銷意圖多么明顯和復雜?；蛟S整個營銷活動中最引人注目的一點是，它圍繞Twitter展開。格林里夫表示：“我感覺很多同行都因其新穎性而使用Twitter，但我們是非常嚴肅地動用這一工具，構建更好的體驗。”可他也坦誠，“重要的是，得找到一種利用Twitter的好方法，不要讓人覺得你在為了這么技術的目的而用它?！边€有什么比免費曲奇更實在的東西呢？

????譯者：黃興宇

????And the "swarm car" didn't have many deliveries to make, because it didn't get many requests; it visited only three places. One was Twitter's New York offices, another a woman from B&H Photo who requested banana bread pudding, and the third was the company FlightPath, where Denise de Castro's tweet request was a big hit with hungry coworkers. "I didn't know they were going to come in with a camera crew, though," she says. "I don't think it would make me more likely to stay at DoubleTree, because I usually go to higher-end hotels with four or five-star ratings."

????Ketchum's Lauren Butler suggested the lack of demand for the swarm car was simply because the tour has just begun. And there was no lack of demand, in-person, for the cookies. Lee Gallagher, marketing director at Ricoh, former IBM consultant, and co-author of Precision Marketing, concludes that, "The social and viral aspect may be slick, but in my opinion, not relevant to moving the top line in gaining and attracting more business travelers to their brand."

????It's hard for consumers not to like an event that hands them free food and a gift card, no matter how obvious and comprehensive the marketing effort behind it. Perhaps most compelling in the entire campaign is the centrality of Twitter. Greenleaf said, "I feel like a lot of our peer businesses use it because it's a curiosity, but we use it to very seriously build a better experience." And yet, he reveals, "It's important to find a way to use Twitter well without making it look like you're using it for such technical purposes." There's nothing less technical than a free cookie.